ReGen Brands Recap #90

John Strohfus @ Field Theory

Why We Need More Demand For “Conventional Regenerative”

On this episode, Kyle and Anthony speak with John Strohfus, the Founder and CEO of Field Theory and Minnesota Hemp Farms Incorporated. John supports regenerative agriculture as a row crop farmer managing 1,000 acres in Minnesota, by working as a broker and supply chain builder with multiple brands, and by selling CPG products through the Field Theory brand.

Field Theory offers regenerative hemp products and baking mixes, available online and in over 600 retail stores. The baking mixes incorporate hemp and upcycled spent grain, a byproduct of beer brewing and alcohol distillation. On the ingredients side, Field Theory supplies brands with crops like buckwheat, sunflower kernels, wheat, and sorghum, focusing on regenerative and purposeful sourcing.


Becoming A Farmer, Broker, & Brand Builder

John has always been an entrepreneur at heart, starting small ventures since he was a child. After a long career in IT, his professional path took a turn when he took over his family’s 100-acre farm in Minnesota in 2008. The farm had primarily boarded horses and produced hay but John was determined to bring in fresh ideas. He reclaimed rented land and, inspired by the legalization of industrial hemp farming in 2016, took a bold leap into growing hemp for food products. He immediately began selling hemp to other brands and also launched Field Theory to market his own hemp products. John’s proactive and entrepreneurial spirit led to others approaching him for a variety of specialty grains such as buckwheat, sorghum and sunflower, which led him to expand his farm, diversify his crops, and begin brokering. 


Why We Need More Demand For “Conventional Regenerative”

John farms 1,000 acres across roughly 45 fields, located just 20 miles from Minneapolis. About 10% of his land is certified organic, while most acres produce conventional corn and soy. John would eagerly transition to regenerative specialty crops and believes other farmers would too—if buyers existed to support them. Stable market demand for “conventional regenerative” products—those produced using regenerative practices but still utilizing some synthetic inputs—is critical to justify the risks and costs of transitioning.

"People aren’t asking for conventional regenerative—they’re programmed to look for Regenerative Organic Certified. But if you want to make a real impact, focus on improving the 98% of farming that’s conventional instead of just refining the 2% that’s organic." – John Strohfus


John believes certifications like the Soil & Climate Health Initiative Verified™ (SCI) are key to making regenerative farming more accessible. In his view, Regenerative Organic Certified® (ROC™) is too costly and narrowly focused, whereas SCI offers a farmer-friendly approach with low or no participation costs and an inclusive, aspirational framework. By baselining farms and encouraging measurable improvements over time, SCI accommodates both conventional and organic systems, broadening the pathway for adoption. John asserts that transitioning conventional land to regenerative practices brings more positives than negatives, even if some synthetic inputs remain.

"Regenerative practices bring more pluses than negatives—even in conventional systems. Using cover crops, reducing tillage, and diversifying crops improve soil health, even if some inputs like synthetics aren’t eliminated immediately." – John Strohfus

While John supports regenerative agriculture, he takes a realistic stance on its impact. He acknowledges that regenerative practices build soil health and reduce chemical input needs over time but notes that immediate yield gains aren’t guaranteed. This underscores the need for markets to support farmers through the transition—otherwise, the risks are too high for many to make the shift.


Building Direct Trade Regenerative Supply Chains

John excels at not only brokering regenerative ingredients but also developing entire supply chains. For example, when PACHA sought regenerative-certified buckwheat, John tapped into his network of growers already utilizing regenerative practices, identified the most suitable certification (in this case, SCI), and encouraged farmers to enroll. He collaborated with a Canadian processor to dehull the buckwheat and later worked with a North Dakota processor to bring the full supply chain back to the U.S.

The economics of building regenerative supply chains require transparency and creativity. John adopts a "manage the mix" strategy, balancing economics across crops with varying margins. For instance, he may reduce his margin on regenerative buckwheat while increasing it slightly on higher-volume conventional commodities. This approach allows him to maintain profitability without discouraging demand for regenerative specialty crops. 


Is CPG Harder Than Farming?

The CPG industry, as John describes it, is a “horrible business”—cash-intensive, hyper-competitive, and fraught with distribution challenges. Unlike farming, where assets like land and equipment provide some financial stability, CPG often involves juggling high costs and razor-thin margins. Getting products onto shelves is hard enough; driving velocity once there is even harder. Learning the nuances of retail, such as navigating product categories, has been a steep learning curve.

John wishes retailers better understood how ingredient brands like his support their sustainability goals. He envisions more collaborative partnerships where data sharing and joint innovation drive success. Retailers could provide consumer insights to help shape product extensions and improve performance. However, rigid expectations can also hinder progress. For example, a retailer canceled plans to source regenerative oats for their private label when they couldn’t find enough ROC™-certified supply. John believes flexibility in sourcing from multiple regenerative certifications could unlock supply chains and drive broader impact.


50% Market Share For Regen 

To capture 50% market share for regenerative CPG, the food industry must prioritize creating demand for diverse crops and supporting more localized, sustainable production systems. Farmers are eager to grow something beyond conventional corn and soybeans, but they need clear signals from the market to justify the transition.

John’s advice to brands and farmers: just get started. He urges brands to start with one ingredient or one SKU, and for farmers to start transitioning even just 1% of their land.  For John, it’s all about diversification (whether on your farm, in your sourcing strategy, or in your business models) and consistent progress over immediate perfection.



This ReGen Recap was written by Katey Finnegan

You can check out the full episode with Kyle and Anthony HERE

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