402 Martin Reiter – Building a $100B home for regenerative brands

What is needed to truly move the needle on health? Create more research, more trials on nutrient density, more advocacy? Or, as Martin Reiter, founder of RARE argues, create the next regen Nestlé or Unilever: a 100 billion (yes, that’s a B) regenerative consumer goods conglomerate, with only better-for-you and better-for-the-planet brands. The demand is there; the current incumbents are unable to innovate in regen, as they are built on chemical ingredients.The story usually goes like this: a group of people sets up a food (or cosmetics) brand that is better for you and better for the planet. Much better ingredients, honest sourcing, actually healthy, not UPF, etc. Then they need some money and raise funds, keep building, scaling, and at some point, 10–15 years down the road, the founders get tired and want to take some money off the table. and their existing investors need to get out and return money to their LPs.Currently, their only option is to sell to an incumbent, which then unfortunately usually screws it up. They start tweaking the ingredients, squeezing farmer margins, etc. The original founders leave after a few frustrating years.Is there a better way? A permanent home for regen, good-for-you, good-for-the-planet brands? A regen Nestlé or Unilever, if you will?More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.Thoughts? Ideas? Questions? Send us a message!Use KOEN10 for 10% offRFSI Europe 2026 Find out more about our Generation-Re investment syndicate:https://gen-re.land/ Thank you to our Field Builders Circle for supporting us. Learn more hereSupport the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!

How to get more entrepreneurs building in the regeneration space? If you are a regular listener of this podcast, you have heard us discuss this so many times you probably lost count. No, we are not saying entrepreneurs and companies are the solution to all our problems. But entrepreneurial people who set up companies, but also non-profits and movements— basically people who don’t accept the status quo and get to work to change it—are always the ones who change the world.So how do we get more of those started in the biggest challenge of all: how to regenerate a severely degraded world? And when people get bitten by the “soil” bug, how do we give them all the support and resources to make sure the chances of them succeeding against most odds are as high as possible? Or, in the words of Bart, how do we create the best enabling conditions for them and others to succeed?More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.Thoughts? Ideas? Questions? Send us a message!Use KOEN10 for 10% offRFSI Europe 2026 Find out more about our Generation-Re investment syndicate:https://gen-re.land/ Thank you to our Field Builders Circle for supporting us. Learn more hereSupport the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!

Bill Gates Foundation works in Africa: what goes through your mind when you hear those words? We all probably quickly have our thoughts ready, but hold on a second. Just as we often talk about farmers without asking them, we often talk about the African continent without asking people actually living there. So, we never fully grasp how big, how interesting, how full of potential, and how fundamental it is in a regenerative future.In this new series on The African Regenerative Frontrunners, we try to do that differently. We will be talking to amazing regenerative entrepreneurs on the continent, but we obviously are not the best suited to do that and thus won’t be doing this alone. We are collaborating and co-hosting this series with Omoke Brian, aka The Organic Guy, who has been deep in organic agroecology for the last 10 years, based in Kenya, an entrepreneur himself and a podcast host. We will be co-hosting a number of conversations. We will both interview different guests and build upon each other’s episodes, and we kick it off with a double interview where I join Omoke’s show and he joins ours. More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.Thoughts? Ideas? Questions? Send us a message!Use KOEN10 for 10% offRFSI Europe 2026 Find out more about our Generation-Re investment syndicate:https://gen-re.land/ Thank you to our Field Builders Circle for supporting us. Learn more hereSupport the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!

AI is transforming agriculture, how can farmers and land managers be sure it works for them? What digital twins, soil health metrics, novel robot sensors and other technologies can do to support profitable farming and enable ecosystem service payments—while also addressing critical questions about data rights, governance, and ownership like: How can farmers and landholders retain control of their own data and capture more of the value AI creates? How can the new tech help farmers to monitor, track and predict soil health and empower them to make on-farm decisions? Through maps and real-world examples, let’s explore limits and opportunities.This episode was recorded live at Groundswell 2025, in the UK, one of the most important gatherings for regenerative agriculture in the world. During the panel Koen moderated on AI in Ag: What’s Possible,What’s Not, What Farmers Need to Know  we dove into into challenges and opportunities with the scientist Ichsani Wheeler, the farmer and investor Maarten van Dam, the journalist Louisa Burwood-Taylor and the fund manager Naeem Lakhani. More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.Thoughts? Ideas? Questions? Send us a message!Use KOEN10 for 10% offRFSI Europe 2026 Find out more about our Generation-Re investment syndicate:https://gen-re.land/ Thank you to our Field Builders Circle for supporting us. Learn more hereSupport the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!

Regenerative practices lead to higher quality and much higher prices in year one and, over time, to lower costs, which makes the regenerative business case in certain cash crops that are exported (spices, tea, coffee, etc.) so strong that it almost spreads on its own. Nothing is easy, but this is really hopeful. In this conversation with Thekla Teunis and Gijs Boers, founders of Grounded, Grounded Ingredients and Grounded Investment Company, we discuss why quality is intimately linked to regenerative practices.We talk about why we don’t need transition finance in many cases, but we do need philanthropic capital to figure out what regenerative looks like in specific circumstances. When that research and development (in other sectors we would call that R&D ) is done, it can be rolled out profitably and relatively easily with more commercially focused, return- driven capital.We talk about why it’s easier to act regeneratively in many places in the Global South (easier, not easy). And we talk about the why of super hands-on investing. Knock knock- there are regenerative barbarians at the gate. What if we do private equity right and use it as a tool for good?More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.Thoughts? Ideas? Questions? Send us a message!Use KOEN10 for 10% offRFSI Europe 2026 Find out more about our Generation-Re investment syndicate:https://gen-re.land/ Thank you to our Field Builders Circle for supporting us. Learn more hereSupport the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!

This is our 2025 wrap episode. If 2025 had a soundtrack, it would be pressure: pressure on systems, on people, on animals, on land.Heat. Drought. Fire. Flood. Repeating across regions and headlines.But this year we also paid attention to what doesn’t always make the news. We spent time in real conversations with farmers testing new practices in their fields, scientists challenging outdated models, investors reassessing what risk really means, and builders putting regenerative ideas into practice. Online and in person, we saw regeneration moving from theory into action.As 2025 comes to a close, the picture is still complex but clearer. The evidence is growing. Regeneration works, and the path forward is becoming more defined. Tune in to listen to what 2025 inside regenerative food and agriculture taught us.More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.Thoughts? Ideas? Questions? Send us a message!Support the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!

How do you make legumes great again? This is not a political episode. It’s about something far more urgent: giving legumes the role they truly deserve in our food system. Together with Andres Jara, co-founder of Favamole, we explore what it really takes to build a regenerative food brand in the middle of today’s industrial food landscape. What if a simple, delicious sauce could change crop rotations, farmer income, and your weekly lunch? With Andres we explore how a chef-turned-butcher-turned-farmer built Favamole: a fresh, clean-label legume spread that tastes great, pays growers fairly, and can scale without losing its soul.How do you play the game while sharing shelf space with giant food companies, big retail, massive processors, and catering empires? And more importantly: how do you scale fast, influence as many hectares as possible, and not lose your regenerative soul along the way? We dive into regenerative business models, flavour as a lever for change, regenerative finance, scale, money, and impact, all while walking on the stunning, sunny, and very cold fields of Jeroen and Mellany Klompe.We dive into the origin story—why a guacamole “alternative” wasn’t enough—and how redefining “mole” as its own category unlocked flavor, pricing, and brand freedom. More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly liThoughts? Ideas? Questions? Send us a message!Use KOEN10 for 10% offRFSI Europe 2026 Find out more about our Generation-Re investment syndicate:https://gen-re.land/ Thank you to our Field Builders Circle for supporting us. Learn more hereSupport the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!

Make America healthy again: is that helping the food-as-medicine movement or hurting it? And why is it so important to focus on quality food as medicine- which means nutrient density and real quality- rather than settling for simply “more fruit and vegetables”? Why would you, if you can, deny people with severe diabetes and lower incomes the best-quality food possible, especially when it has the biggest ripple effect?Today, a check-in conversation with Erin Martin, one of the leaders advancing the food as medicine movement in the US. It has been an exciting, interesting, and challenging few years — from speaking on the Hill in Washington, to passing a food as medicine act in her home state of Oklahoma (which has some of the worst health crises in the country), to scaling their program of prescribing produce to reverse type 2 diabetes to over 500 patients. But also: politics, making America and children healthy again, a global and local health crisis spiralling out of control, GLP-1 drugs breaking through, and somehow food and regenerative agriculture becoming polarising, a political minefield.So much to talk about: the first social impact bond, which isn’t a bond but an outcome-based payment scheme,  is coming in early 2026 in Oklahoma. And super important: real data is showing massive savings when it comes to prescribing healthy vegetables, fruit, and cooking classes.More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================The above references an opinion and is for information and educational purposThoughts? Ideas? Questions? Send us a message!Use KOEN10 for 10% offRFSI Europe 2026 Find out more about our Generation-Re investment syndicate:https://gen-re.land/ Thank you to our Field Builders Circle for supporting us. Learn more hereSupport the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!

Straight from La Junquera farm, in Murcia, Spain, a Walking the Land episode with Alfonso Chico de Guzmán, a regenerative livestock farmer.It starts as a hobby. So, you take a few cows just like someone in the city would take a cat or dog or a chihuahua, and it slowly gets out of hand. But what really enables this kind of grazing in these circumstances is technology, virtual fencing, virtual shepherding to be precise. This is ag-tech done right. It enables farmers to hold more complexity on the land. In this landscape it would be impossible to have these animals outside year-round because you would have to fence it. You have to drill, and basically it takes a week to put in a fence that the cows maybe use for two days. So that’s not a very good multiple.So, this is a story about the reintroduction of animals as a tool, with all the animal welfare worked out, on a farm that has been transitioning to perennials, transitioning away from annual crops, and seems to have found the puzzle pieces to actually make it thrive. And now the question is: how to get more cows? How to get sturdier cows? How to get stronger cows that can survive outside and thrive outside? And that is surprisingly difficult. Getting cows from too far away almost guarantees that they won’t adapt quickly and won’t thrive.More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. ==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly Thoughts? Ideas? Questions? Send us a message!Use KOEN10 for 10% offRFSI Europe 2026 Find out more about our Generation-Re investment syndicate:https://gen-re.land/ Thank you to our Field Builders Circle for supporting us. Learn more hereSupport the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!

A check in conversation with Stef van Dongen, founder of The Pioneers of Our Time. Sitting at the fireplace we trace how neighbors who barely spoke began phoning across ridgelines, how tourism money are flowing uphill to fund forest work, and how a dense, abandoned woodland started opening into a living mosaic that holds water, softens fire, and invites wildlife back. We walk through the mechanics of a cost-based climate credit that pays for what a hectare truly needs over 15 years measured across water, carbon, biodiversity, and fire safety. It's a public–private framework that the regional government helps certify: pilots sold out, and a thousand credits are now in sight as the valley scales from dozens to thousands of hectares, all within a 40,000-hectare fire prevention plan designed to be holistic from day one.The conversation goes deeper into governance and replication. How do you manage a watershed you don’t own? Start with trust, map the layers- forest, water, biodiversity, agriculture, economy- and build a campus where scientists, foresters, and investors can monitor, learn, and iterate. We compare desalination’s billion-euro price tags to the cheaper, cleaner gains from soil sponge restoration. We talk predators and grazers, “green deserts” and beavers, and the hard pivot from carbon-speak to water security, a narrative that resonates across politics because everyone needs a shower, a harvest, and a forest that won’t explode each summer.More about this episode.==========================In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.==========================👩🏻‍💻 YOUR OUR WEBSITE 📚 JOIN OUR VIDEO COURSE 💪🏻 SUPPORT OUR WORKJoin GumroadShare itGive a 5-star ratingBuy us a coffee… or a meal! ==========================🎙 LISTEN TO OUR PODCAST AND SUBSCRIBE TO OUR CHANNEL OR WATCH IT ON  📽️ our YouTube channel==========================FOLLOW US!🔗 Linkedin📸 Instagram==========================TheThoughts? Ideas? Questions? Send us a message!Use KOEN10 for 10% offRFSI Europe 2026 Find out more about our Generation-Re investment syndicate:https://gen-re.land/ Thank you to our Field Builders Circle for supporting us. Learn more hereSupport the showFeedback, ideas, suggestions? - Twitter @KoenvanSeijen - Get in touch www.investinginregenerativeagriculture.comJoin our newsletter on www.eepurl.com/cxU33P! Support the showThanks for listening and sharing!