What happens when a seasoned finance professional trades his suit for soil? In a conversation with Edd Lees, co-founder of WildFarmed, we explore what it’s like to help create one of the most renowned brands in regenerative agriculture. Inspired by his friend Andy Cato, Edd, the financial mind behind WildFarmed, embarked on a mission to revolutionize food systems, beginning with a bakery in southern France. Today, they work with over 100 farmers across 10,000 hectares in the UK, supplying regenerative flour to some of London’s best bakeries.

We explore Edd's transition from 23 years in finance, his pragmatic approach to changing the food system (avoiding dogmatism), and his strategies for scaling the business. This includes expanding beyond their core market of artisanal bakers and finding ways to introduce their products to supermarkets. For WildFarmed, it's all about scaling up, impacting as many hectares as possible- ultimately at a landscape level- while guiding farms on their regenerative journey, one step at a time, all while maintaining financial sustainability.

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The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.

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