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- #61 - 🌿 How Gaia Herbs Invests In People To Regenerate Place + 📊 New Report On Big CPG Regen Programs
#61 - 🌿 How Gaia Herbs Invests In People To Regenerate Place + 📊 New Report On Big CPG Regen Programs
Weekly episodes, news, and insights from the world of regenerative CPG
Brought to you by The ReGen Brands Podcast
This Week’s Episode:
Highlights:
🤯 Integrating regen into their 200+ SKUs
🚜 Their 250-acre Regenerative Organic Certified® farm
🧪 How Gaia’s herbs & botanicals become supplements
🧑🌾 Their legendary H-2A visa farmworker crew
🏠 Gaia’s new state-of-the-art farmworker housing
♻️ Upcycling their ‘herbal marc’ into compost
🤔 The challenges of producing fully ROC™ SKUs
🤝 Working with other brands on the Sustainable Herbs Program
🧘 Why tying regen to wellness is the winning strategy
🗣️ How they’re approaching messaging and label claims
“I think it has to do with linking regenerative to health and wellness, and why consumers should care. I think many people care about biodiversity and climate, but humans are ultimately selfish and care about their own health and wellness. So bringing that back of how this is impacting you, I think, will be essential. And investing in the infrastructure for this to happen. It's not going to happen without investing in farmers and investing in the land.“
“There's an old saying you are what you eat. We have an internal stomach and the plants actually have an external stomach. That's the soil. So it really is super critical to understand your soil, to know what's in it to make sure it is a fully functioning ecosystem. So making sure that that external stomach is fully functioning and complete is going to transfer to a healthy plant and then to a healthy consumer of that plant as well.”
Recap:
Don’t have time for the full episode? 😵💫
Everything you need to know in less than 5 minutes. 🥳
ReGen Brand News:
Of the Top 100 global CPG food companies, 68 were found to have specifically mentioned RA in public-facing documents, totaling 40.5M acres and >$3.2B of investment.
49 companies specifically listed the crops they plan to target within their RA programs, but only 20 paired the targets with a clear funding commitment.
🏃♂️ Quick Hits:
🫒 Big Picture Foods’ big move across aisles.
🥃 Dry Land Distillers produces spirits from place-appropriate grain crops grown with regenerative methods. In July 2024, they’ll be the first distillery to release a Regenerative Organic Certified® Straight Rye Whiskey.
🏆 Philosopher Foods won Naturally Bay Area’s Pitch Slam Grand Prize & People’s Choice Award.
🍚 Jasberry won NielsenIQ’s 2024 Founders Pitch Slam & Audience Choice Award.
🎧 PACHA’s Adam Hiner was featured on the Brands for a Better World Podcast.
🍞 Wildfarmed celebrates ‘life-changing’ bread range with escapist fantasy.
👕 H&M Studio’s mini summer capsule spotlights regenerative cotton.
ReGen Brand Jobs:
🌎 Danone is hiring a Senior Manager, Regenerative Agricultural Sourcing & Manager, Regenerative Agriculture Performance and Data Reporting
🍚 Lundberg Family Farms is looking for a Food Safety Specialist & Process Project Engineer
🫘 SIMPLi is hiring a Supply Chain Manager & Business Development Associate - Foodservice
🍗 Pasturebird is looking for a Director of Live Production
🐓 The Regenerative Agriculture Alliance is looking for a Business Development Director
🫙 Patagonia Provisions is looking for an Interim Brand Lead & Head of Operations
🦬 Force of Nature is hiring a Trade Marketing Manager & Director of E-Commerce
🍷 Bonterra Organic Estates is looking for a District Manager - MA/RI
Fun Stuff:
🤩 “This approach is 100% more enjoyable than conventional farming…”
⬇️ Cool video with a blueberry grower reflecting on their regen transition!
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