331 Edd Lees - After 23 years in finance, a new career full of life, soil, bread and a famous DJ

Investing in Regenerative Agriculture and Food

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.

---------------------------------------------------

Join our Gumroad community, discover the tiers and benefits on www.gumroad.com/investinginregenag.

Support our work:

• Share it
• Give a 5-star rating
• Buy us a coffee… or a meal! www.Ko-fi.com/regenerativeagriculture

----------------------------------------------------

More about this episode on https://investinginregenerativeagriculture.com/edd-lees.

Find our video course on https://investinginregenerativeagriculture.com/course.

----------------------------------------------------

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.

Thoughts? Ideas? Questions? Send us a message!

Find out more about our Generation-Re investment syndicate:
https://gen-re.land/

Get your tickets here, regular tickets are sold until Feb 1st
https://2025.ai4soilhealth.eu/

https://regenerativo.org/en/laris/

KOEN10 for 10% off
https://rfsi-forum.com/2025-rfsi-europe/

Support the show

Feedback, ideas, suggestions?
- Twitter @KoenvanSeijen
- Get in touch www.investinginregenerativeagriculture.com
Join our newsletter on www.eepurl.com/cxU33P!
Support the show
Thanks for listening and sharing!

Chapter

1. 331 Edd Lees - After 23 years in finance, a new career full of life, soil, bread and a famous DJ (00:00:00)

2. Why are you doing what you are doing? Why Soil? (00:03:08)

3. If you could wave a magic wand and change one thing in the agriculture industry from a sustainability point of view, what would it be? (00:44:32)

4. What should smart investors, who want to invest in Reg ag and food look out for? (01:03:43)

5. What would you do if you were in charge of a 1B investment portfolio tomorrow morning? (01:05:34)

6. What do you believe is true about regenerative agriculture that others don’t believe to be true? Inspired by John Kempf (01:07:49)