On this episode, we’re joined by Berklee Welsh and Christina Skonberg from Simple Mills — the number one cracker, cookie, and baking mix brand in the natural channel today.

We unpack how Simple Mills is focused on contribution over attribution, working with more than 4,000 farmers on 70,000 acres to build a regenerative supply that doesn’t necessarily translate into product-specific claims.

We talk about product innovation, how underutilized crops like buckwheat and red beans are making their way into cookies and crackers, and why designing for soil health starts with good product design.

You’ll hear how their ingredient-specific regen programs started with a few sunflower growers in the Midwest and have now expanded to almonds, cocoa, and coconut sugar — and how those programs are grounded in listening to farmers, not prescribing to them.

Berklee and Christina unpack how Simple Mills’ regenerative programs drive supply resilience, employee morale, product differentiation, and even ingredient quality — making the case for why Simple Mills invests in this work, even without on-pack claims.