May 21, 2024

Brita & Bryce Lundberg - Lundberg Farms

Episode Information

About the Guest(s):

Bryce and Brita represent the multi-generational family-owned Lundberg Farms located in Northern California, a cornerstone in the world of sustainable agriculture. Bryce is a third-generation farmer, instrumental in upholding the farm's legacy through innovative organic farming practices. Brita, a fourth-generation farmer, continues to expand the farm's vision of integrating ecological farming strategies. Together, they oversee a team of approximately 400 individuals dedicated to producing a wide array of organic rice products. The Lundberg family has been at the forefront of organic and regenerative farming since 1937 when the farm was established with a commitment to leaving the land better than they found it.

Episode Summary:

In this thought-provoking episode of "Shape the System," hosts delve into the world of regenerative and organic farming with two passionate advocates from Lundberg Farms, Bryce and Brita. The show explores the ins and outs of sustainable rice farming, challenges faced by organic farmers, and the dynamic business model that sets Lundberg Farms apart from traditional agricultural practices. With a history that runs deep into the dust bowl era, this family farm has brilliantly melded generational wisdom with modern sustainable methods to create a product that resonates with the eco-conscious consumer.

Listeners will gain intimate knowledge of the painstaking process of organic rice cultivation, which shuns conventional herbicides in favor of careful water management to control weeds. The duo elaborates on the synergistic relationship between their farming methods and the environment, revealing how flooded fields provide essential habitat for migratory birds and support a revitalized ecosystem that benefits a variety of species. Furthermore, this episode highlights the importance of value-driven consumption; by choosing Lundberg Farms products, customers are directly contributing to the preservation of wetlands and other critical habitats.

Key Takeaways:

Organic farming at Lundberg Farms involves intricate weed management using water levels, unlike conventional methods which rely heavily on herbicides.

Lundberg Farms emulates natural wetland ecosystems, providing crucial habitat for migratory birds and other wildlife using their rice fields.

The transition toward regenerative organic certification by 2027 is a core ambition for Lundberg Farms, emphasizing soil health, animal welfare, and social fairness.

Education on the value and impact of regenerative agriculture is key for wider consumer adoption and systemic change within the food industry.

The "Ducking Good Rice" campaign is an initiative to connect consumers with the ecological impact of Lundberg Farms' practices, highlighting their role in duck conservation.

Notable Quotes:

"We grow rice because our soil is rice ground. And, well, it's heavy clay, very heavy clay." - Bryce

"We're not going to stop growing cover crops. We're going to keep growing cover crops." - Bryce on the family's commitment to organic farming since 1937

"We need people to not just be the change they want to see in the world, but, you know, to eat the change they want to see in the world." - Brita on consumer's role in promoting regenerative farming

"Eat like the world depends on it, because it does." - Brita on the philosophy driving Lundberg Farms' mission

"Growing cover crops and not using the conventional fertilizers and the conventional herbicides are really climate-smart farming and is making a difference as far as the climate." - Bryce on the environmental benefits of their farming methods


No specific resources or URLs were mentioned in the transcript to list in this section.

Tune in to the full episode to immerse yourself in the inspiring story of Lundberg Farms and understand the profound impact your food choices have on the environment. Stay with us for more empowering discussions that challenge and reshape systems for the betterment of our world.


Shape the System is  an independent podcast with support from KPMG High Growth Ventures

More about KPMG High Growth Ventures

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