Heidi Diestel @ Diestel Family Ranch

Why Regenerative Turkey Takes Both Feed & Fowl

On this episode, Kyle and Anthony speak with Heidi Diestel, a fourth fourth-generation turkey farmer and executive at Diestel Family Ranch. Diestel Family Ranch supports regenerative agriculture with their Non-GMO, certified Regenified™ turkeys. You can find their whole turkeys, deli meats, grinds, sausage, and other specialty turkey products on their website and at major retailers nationwide. 

Four Generations Of Turkey Farming

The story begins in 1949 when Heidi’s Uncle Ernest and Grandfather Jack began farming turkeys, chickens, apples and other crops. Turkeys quickly emerged as a profitable business, though not without serious work: the two would drive over 140 miles from Tuolumne County to San Francisco to sell the turkeys to butchers and pick up feed from the port. In 1956 they purchased a mill to start producing their own feed. From day one they produced antibiotic-free and vegetarian-fed turkeys. Jack’s philosophy: give to the earth and the earth will give to you. 

To Jack’s surprise, his son (Heidi’s father) decided to follow in his footsteps. After studying economics at UC Davis, he returned to Tuolumne with his wife and took over the business. They continued to grow antibiotic-free and vegetarian-fed turkeys. This enabled the business to ride the wave of the natural and organic movement in California, including placement at the first-ever Whole Foods store. 

Today, both Heidi and her brother Jason have joined the business, pushing the brand further in its sustainability journey while also diversifying the product offerings to satisfy consumer needs year-round.

The Turkey Trifecta: Breed, Feed, & Time

What’s behind a Diestel turkey? It comes down to three things: breed, feed, and time. While most producers stick to a few breeds for efficiency, Diestel offers four unique varieties to meet different customer desires: Original, Organic American Heirloom, Petite and Non-GMO Regeneratively Raised. They also provide Non-GMO and Organic versions of the Original, Organic American Heirloom and Petite.

Diestel has spent significant time breeding varieties that maximize the meat-to-bone ratio, providing more value per pound to the customer. The heirloom turkey is a combination of Auburn, Black, and American Bronze turkey breeds, very similar to what Jack Diestel raised in the early years of the business, but bred to be double-breasted. Instead of harvesting younger turkeys for their petite offering, Diestel has bred a smaller-boned bird that can still grow over time to develop the fats and flavors that provide a great taste.

Building on the work of Jack and Ernest, the Diestel Family continues to operate its own mill to create optimal feeds for each variety of turkey. This ensures that the birds get the right amount of nutrients to develop delicious and nutrient-dense meat. 

What is a Regenerative Turkey?

Heidi’s parents were at the forefront of the organic movement, taking part in developing the guidelines for USDA Certified Organic turkey in the 1990s. Now, her brother Jason is leading the way for regenerative. Early on he supported the development of the Global Animal Partnership (GAP) standards for turkey and experimented with multi-species rotational grazing. He now leads the production of the Non-GMO Regeneratively Raised variety, which is certified Regenified™. 

Heidi explains that regenerative turkey production is a lot about going back to the production methods that Ernest and Jack Diestel used back in the day. Practices include multi-species production to enhance on-farm biodiversity and a rotational grazing method that includes plots treated with compost and a grazing schedule that allows plots to rest for two to eight months. Regenerative practices also include other farm management techniques like composting all organic waste and using fresh, clean water and probiotics to clean barns rather than chemicals.  

How does Diestel market regenerative to its customers? They educate consumers on their regenerative practices and leverage the nutritional benefits of regenerative turkey. The farm partners with the University of Utah to conduct nutrient density testing of their feed and turkey meat. While it’s still early days, they already see higher levels of antioxidants and omega-3 and -6 fatty acids in the regenerative birds.

“Birds don't have as large of an impact on land, but the smaller footprint doesn’t mean their piece in the ecosystem is any less vital.” – Heidi

The Need For Feed

While not a required practice for regenerative certification, using regenerative feed is crucial to producing a nutrient-dense turkey and incentivizing the regen transition of row crop production in the US. 

“Why don't we want to have these practices in our world that support the future generation of farming versus just making a buck today, stamping the label on it, and moving on.” – Heidi

Diestel has already sourced 520 tons of regenerative corn, but is still far from sourcing 100% regenerative feed (which would include both corn and soy). The challenge is not only limited supply, but also the work that goes into transparent procurement. The Diestels are committed to getting to know the farms they source from and seeing their regenerative practices first-hand. They also test the nutrient density of the feed to ensure they are creating a mix that delivers improved bird health and meat nutrient profile. Feed comprises upwards of 80% of a turkey’s diet, so finding the highest-quality, most nutrient-dense regenerative feed requires a thorough procurement process. 

The Future Is Fowl

Diestel Family Ranch leverages both its regenerative turkeys and new product innovation to set themselves apart and address changing consumer preferences for the Thanksgiving season. Smaller-sized turkeys and ready-to-cook options are more suited for young adults going to multiple Friendsgivings and holiday events.

“The days of buying a 32-pound turkey to put in your oven to have 40 people show up at your house for this big meal are not the way people are having Thanksgiving any longer. So, you have to be thoughtful of that when that's a huge piece of your business.” –Heidi 

They also use product innovation to build a year-round business outside of the holidays. Heidi thinks about how turkey can be integrated into any meal. This has led to a wide range of products including sausages, patties, pre-marinated tenderloins and turkey carnitas. She is also looking into how they can innovate with their deli meats to appeal to health-conscious consumers who are constantly looking for high-protein snacks. Ultimately, tasty meat products that can be easily cooked and consumed drive Diestel’s approach to new product development.

“We're going to find some partners and be really thoughtful and creative in categorically making our turkey more accessible to the population and really making sure that the bird is front and center.” – Heidi

50% Market Share For Regen

To grow the market share for poultry, Heidi thinks we must incentivize corn and soy crop farmers to transition to regenerative practices. Building a supply of regenerative ingredients for feed is mission-critical to transforming the poultry sector. 

Heidi also believes retailers have a major role to play. Specifically, she would like to see retailers better support regenerative brands by improving how they manage shelf real estate. Retailers need to provide more platforms for regenerative brands to showcase themselves or they need to be more flexible with regenerative brands on their performance metrics compared to conventional items. Heidi also highlights that movements take time and retailers need to be more creative in both satisfying customer demands for today and supporting what is needed for the future. 

“If we continue the mindset where this slot has to perform by X or you're out, well, then we’re going to be left with regenerative Captain Crunch. We're going to miss the mark.” – Heidi

In the meantime, Heidi encourages regenerative brands to be more creative about their go-to-market strategies and consider opportunities outside of major retailers and distributors. Diestel is finding that their regenerative products and message are being consistently sought out and purchased more via digital channels.

This ReGen Recap was written by Katey Finnegan

You can check out the full episode with Heidi Diestel HERE

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