#92 - The Bay Area's Regen Meat Brand & Regen Well Represented In 2025 NEXTY Award Finalists

Episode Highlights:

• 🥩 Building a $10M regional regenerative meat brand

• 💰 Rotational grazing for profitability - not product claims

• 😯 Operating 15 enterprises on their home ranch

• 💃 Why regenerative is a “constant dance with Mother Nature”

• 🔑 3 major keys for the highest quality grass-fed beef

• 🍽️ How Bay area restaurants boosted their business

• ☑️ Being “first person certified” instead of third-party certified

• 🦆 The 55 migratory bird species that live at the ranch

• 👉 Pricing difference for domestic vs imported grass-fed beef

• 🔮 Succession planning and long-term employee ownership

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

• Check out the recap! 🙃 

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

🤝 How Certifiers Can Work Together to Grow the Regenerative Movement (ICYMI)

Certification organizations are crucial stakeholders in the regenerative movement.

However, the number of different certification programs (almost ten with active on-pack claims) drives confusion and results in more time spent debating the definition of regenerative agriculture than working to advance the movement.

But there are ways these organizations can work together to advance the movement, and a recent session at the Sustainable Foods Summit indicates the certifiers want to collaborate more.

Here’s where they should start:

Now that we’re a non-profit, we need to show funders our “impact.”

Impact is the value that YOU are receiving from the content we produce.

• Have we helped you in any way?

• Exposed you to new people and ideas?

• Helped advance your work in regeneration?

If so, would you take 30 seconds to share how in the form linked below?

As the term "regenerative" becomes more common on product labels, consumers are left wondering: What does it really mean?

Truth is, the industry itself is still grappling with a clear, unified definition. 

With almost ten different certification programs already in play, each offering its own take on what regenerative agriculture entails, it’s no wonder consumers are confused.

This lack of consistency can dilute the impact of regenerative claims and undermine consumer trust.

2️⃣ Regenerative product claims are contentious within the industry and confusing to consumers

Our second takeaway for “Key Challenges Facing Regenerative Brands”

👉 Learn more in our inaugural report: The State of Regenerative CPG – Successes, Challenges, and Opportunities for Collective Action

🏆 Regenerative Brands & Products Well Represented In NEXTY Finalists

• The NEXTY Awards recognize outstanding products in the natural products industry, evaluating them based on innovation, inspiration, and integrity. For 2025, over 1,000 submissions were received, resulting in 161 finalists across 34 categories.

• Notably, 21 brands supporting regenerative agriculture and 13 products featuring on-pack regenerative claims have been selected as finalists.

🌾 Lil Bucks Embodies The Threefold Synergy Necessary For Regenerative Organic Farming

• Once an overlooked crop in the U.S., buckwheat is getting a modern revival thanks to Lil Bucks. Beyond its crunch and nutritional perks, buckwheat plays a vital role in some regenerative organic farming systems—helping to restore soil health, attract pollinators, and reduce the need for synthetic inputs. By building a supply chain with regenerative farmers like Luke Peterson and landing products in Whole Foods, Lil Bucks is proving that sustainable sourcing and snackable innovation can go hand in hand.

🍺  Riverbend Malt House has introduced Regenified Southern Select, a malted 2-row barley crafted from Certified Regenified Avalon barley grown at Harborview Farms, reinforcing its commitment to regenerative agriculture. With rich aromas and a creamy mouthfeel, this malt will soon be featured in Fullsteam Brewery’s Reset: ESB, the first-ever Certified Regenified beer, setting the stage for more sustainable brews. (Craft Brewing Business ↗)

 🧼 Dr. Bronner’s is dropping its B Corp certification, arguing that the program's standards are too weak and allow for corporate greenwashing. The company, known for its deep commitment to ethical business practices, had pushed for stricter requirements but will let its certification expire in September after years of lobbying B Lab for change. (Bloomberg ↗)

🌱 Pernod Ricard is implementing regenerative agriculture across 380,000 hectares, integrating cover cropping, no-till practices, and biodiversity restoration in key regions like France and Ireland. The company is also offering five-year premium contracts to farmers transitioning to regenerative methods, tracking soil carbon levels and greenhouse gas emissions, and developing an impact-tracking tool to scale sustainable practices globally. (WBCSD ↗)

🥩  Force of Nature is hiring a Creative Director & Product Safety & Quality Analyst

🫘 SIMPLi is looking for an Accounting Manager

🐮 Painterland Sisters is hiring a Senior Events & Partnerships Manager, Social & Marketing Coordinator, Graphic Designer, & Customer Experience Manager

🍺 Patagonia Provisions is looking for a Digital Lead

🍚 Lundberg Family Farms is hiring a Finance Director