#47 - A Regen Wheat Revolution In The UK + Progress From General Mills

The ReGen Brands Weekly

Weekly episodes, news, and insights from the world of regenerative CPG

Brought to you by The ReGen Brands Podcast

This Week’s Episode:

#59 - Edd Lees @ Wildfarmed


  • 🥳 Our 1st international episode with Wildfarmed!

  • 🎤 How a Grammy-nominated musician became a regenerative farmer

  • 🔥 “First they laugh at you, then they hate you, then they want to join you”

  • 👏 Scaling their B2B2C strategy from 1 bakery to 400 customers

  • 🤩 Their regenerative standards and network of 80 farmers

  • 😯 How they won a 25-year tenancy on their demonstration farm

  • 🎯 Why their brand is all about being “Full of Life”

  • ⚡ Their 1st branded CPG launch coming in 2024!

  • 🤯 Partnering with a nationwide retailer to sell bread AND grow wheat

  • 💥 Why stale category + high household penetration = opportunity

“Everyone's told the same story in the same way since forever. I think you gotta come in and have a point of view. We have a story to tell and can sell at a price point that’s higher than you’re used to but still affordable. You just have to give people a reason to feel good about buying your product and demonstrate it’s higher quality and good for your health.”

Edd Lees


  • Don’t have time for the full episode? 😵‍💫 

  • Check out the recap! 🙃 

  • Everything you need to know in less than 5 minutes. 🥳

RFSI Europe:

I’m excited to attend Regenerative Food Systems Investment Europe on 28-29 February!

Let me know if you’ll be there, and we can connect on all things regen CPG!

Use code ANTHONY10 at checkout for 10% off if you haven’t registered yet!

RFSI Europe 2024

ReGen Brand News:

  • General Mills aims to advance regenerative agriculture on 1 million acres of land by 2030. That commitment is one way it hopes to reduce greenhouse gas (GHG) emissions throughout its value chain 30 percent by 2030 and to net zero by 2050.

  • "We are about halfway there, with 500,000 acres engaged in our programs." said Jay Watson

Source: Barbara Grady for GreenBiz

🏃‍♂️ Quick Hits:

🏛️ White Oak Pasture’s Will Harris shares that including the new “OFF” Act in the upcoming farm bill would go a long way toward fixing the USDA’s commodity checkoff programs and better supporting regenerative ranchers like him.

🦘 Inkwell Wines announces that they are the first vineyard in Australia to be Regenerative Organic Certified®.

🐑 UGG unveils next iteration of Regenerate by UGG™ collection.

🥛 milkadamia introduces new organic artisan refrigerated line, touting differentiation due to supporting soil health and regenerative farming.

🌽 Zack’s Mighty has a better version of Taki’s you need to know about.

📈 Midan lists regenerative agriculture as a 2024 Top Trend To Watch, calling it the “new frontier for sustainability” and mentioning the work of Force of Nature Meats.

ReGen Brand Jobs:

Fun Stuff:

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