Built by movement builders.

Before this was a company, it was a life’s work. Our founder, Joni, grew up on a small farm and spent 20 years in healthcare, where she saw firsthand why regenerating the food system is the most important calling of our time. She went on to found a regenerative consumer brand that scaled coast to coast. Finian has spent 15 years building the movement behind regenerative agriculture at Kiss the Ground and in the films Common Ground and Groundswell. Roy and Anna have spent over a decade developing regenerative value chains and scaling the Snacktivist brand, Roy in supply chain management and Anna in sales processes and marketing for both retail and foodservice. David’s background spans food service and industrial commodities finance, and Greta’s is in community mobilization, sales, and education.