Ethical sourcing is doing the right thing for the consumer by bringing products of integrity, made of nutrient-dense ingredients to market. From the farmer’s perspective, it’s creating demand for all the different crops that crop rotation and a regenerative environment creates.
Within that regenerative program, quinoa gets rotationally cropped with Lupini beans. So we have to create a market for Lupini beans, we have to provide and guarantee that market for farmers to engage in the regenerative organic program.
If we’re shifting into the paradigm of regenerative, it’s a much more receptive type of action. It’s a process that involves a lot of listening. It’s a process that involves a lot of sensitivity to the ecosystem, to the people, to the place. Ultimately I think what we’re exploring with the regenerative paradigm of business and sourcing is ‘how are we uplifting and creating potential within communities and within ecosystems?