Tag: food

Christian Jochnick – Why Ibiza is the best place to start the regenerative renaissance

A conversation with Christian Jochnick, founder of Juntos Ibiza, a project designed around a circular, regenerative model of food, farming and community, about why Tesla is such a good model to follow for regenerative agriculture, why should we focus on the affluent market first and more.


Listen today to an interview which covers a wide range of topics, from plant medicine to the EU Common Agricultural Policy (CAP) and why we should subsidise farm workers instead of hectares under management.


According to Christian, in Ibiza is possibile to put culture back into agriculture, creating an idea of what a farm can be, coming together and creating culture together.

“What’s wonderful with Ibiza is that you have this rural community, but really with a cosmopolitan lifestyle […] We have so many creative people, we have so many artists, we have so many musicians, we have so many people that love what they’re doing, from chefs to bartenders, to people making small-batch artisanal products.” – Christian Jochnick

“We are very fortunate to have a very long season and a very strong tourist population. And at the top of this pyramid, we have a very affluent tourist population that is trying to make better choices. And what you see in Ibiza is that people are willing to pay for quality. And so we can fund these activities, we can fund these infrastructure investments through the tourist demand, from the tourist population, but this infrastructure can also benefit greatly the local community, especially in the winter season.” – Christian Jochnick


At Juntos, they are primarily focusing on essential oils and nuts. Essential oils, aromatics and nuts are great places to start, as these thrive in arid soils, and can deal with very tough conditions.

“The tougher the conditions, the stronger the potency of the aromatics. So I think, aromatics and essential oils and any derivatives from that is a great way to start the engine somehow.” – Christian Jochnick

“Almond is a great crop. Over the last 5 to 10 years there’s been an incredible amount of plantation of regenerative almonds in this region. So we are working with almond producers, and pistacchio walnuts and they were looking at very simple ways to transform those. What we see here on the retail side is that you get more or less a 10x uplift in retail value, if you activate and dehydrate your almonds. And so, a pack of activated dehydrated almonds, you can sell for 10 times more than just a retail pack of normal almonds.” – Christian Jochnick


According to Christian, increasingly more and more people see value in incredibly delicious products and are willing to pay a premium for them. ‘We need to look at how can we target the premium market.’ The fundamental problem is that we have a subsidy regime that is not aligned with the financial needs of regenerative agriculture or small-scale, diversified farming.

“Tesla showed this better than any other company… how do you launch a new concept in a CapEx heavy low-margin industry. And what they did was, not start with the model 3 for $40,000 to a mass market audience, you start with the Tesla Roadster, which is a sports car, for $125,000. Because there you have the highest margins, and then you start to generate cash flow. And then you use that to invest in your infrastructure, to increase your production capacity, to bring down your unit cost. And then you can come out with the Model S for $90,000. And then you keep investing in your value chain, keep investing in your infrastructure, and bring your unit cost down even further. And then you can come out with model X for $70,000. And then you keep investing and then eventually you have a mass market product of $40,000.” – Christian Jochnick

“We are competing in a rigged market, basically we are competing against a subsidized alternative. And before the government subsidies fall into place, which they will eventually, how can we subsidize it? We can subsidize it by private consumers that can afford to pay a premium for what they perceive to be quality.” – Christian Jochnick


This is not a small thing, but a huge thing, and it’s going to be profitable eventually. We need to be bold, brave and patient, think long-term and invest across the entire value chain.

“This is the type of mindset we have to have, we need to invest like our existence depends on it. And we need to forget about short-term profitability, we need to take big bold bets on the future here. And we need to invest all across the value chain because if we create supply but don’t create demand, the return on the investment on the supply side is going to be very low, and if we invest on the demand side, but we don’t have the supply, then we’re not going to be able to recover those investments as well.” – Christian Jochnick

“We need big bold investments across the value chain, […] invest into a cultural movement. And then we need to invest in retail, we need to invest in distribution, we need to invest into online marketplaces, we need to invest into the infrastructure that is powering this industry. And we need to invest in farming which is ultimately the heart of this movement.” – Christian Jochnick

Koen and Christian also talked about

  • How do you combine enterprise stacking with accessibility
  • Becoming aware of the impact of our collective actions
  • What would Christian do if he had a magic wand




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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.

Wiley Webb – Why focusing on wholesale buyers is the biggest leverage point in regen food systems

A conversation with Wiley Webb, founder of Permanent, a local foods aggregator and technology company, about eliminating the overhead of local sourcing, wholesale buyers, the power of aggregation and more.

Erin Martin – Saving $750K by providing nutrient dense fruit and vegetables to 50 people with severe diabetes for 12 months

A conversation with Erin Martin, director of Fresh RX, about insurance providers and what is holding them back, why we haven’t seen any outcome-based structures being set up, where is the first social impact bond in healthy nutrient-dense food, savings, diet-related diseases and more.

Angus McIntosh – Going from Goldman’s trading desk to regen farming in South Africa

A wide-ranging conversation with Angus McIntosh, a regenerative ag pioneer in South Africa, about markets, carbon, nutrient density, cobalt, chemical-based fertilizer, large distribution, and so much more. He is the founder of the Farmer Angus brand.

David LeZaks and David Strelneck – Why the USDA gave a $600K grant to figure out how to pay farmers for quality

A conversation with David LeZaks of The Croatan Institute and David Strelneck of Nourish about regeneration and the nourishing economy space, nutrient density and diversity, the connection of soil health and human health and more.

Stephan van Vliet – The first randomised clinical trial comparing agro-ecological grown and supermarket food

A conversation with Stephan van Vliet, assistant professor of nutrition studies at the Center for Human Nutrition Studies at Utah State University, about nutrient density food, human health and the world’s first randomized clinical trial of 14 weeks comparing a whole diet of supermarket food vs food grown using agro-ecological and regenerative practices.

Bart van der Zande – Thanks to the learning of the 1st, the world 1st regenerative venture studio gets ready for the 2nd cohort

A check-in interview with Bart van der Zande of Fresh Ventures Studio, a venture studio specifically focussed on building regenerative businesses, about how the first program went, the companies they are building, and what they are doing differently with the upcoming cohort.

Randal Breen – How a first generation farmer uses holistic investment to double the farm

A conversation with Randal Breen, a first-generation farmer in Australia who managed to double their farm with a very innovative financing structure. We talk about investing holistically, non-flexible lease, ecological and social debt payments and more.

Brandon Welch and Phil Taylor – Updates with Mad Capital on how to enable billions to flow to regen organic farmers

A check-in conversation with Brandon Welch and Phil Taylor, founders of Mad Capital and Mad Agriculture, to talk about Perennial Fund 1 and 2, the lessons learned and building the vehicles to finance transition and funnel billions into the space.

Yanniek Schoonhoven – Training the next generation of farmers with an academy and regenerative farm of 1100HA

A conversation with Yanniek Schoonhoven, co-founder of the Regeneration Academy, a physical learning hub and model farm in the South of Spain, about building a space and community to become practitioners, entrepreneurs, innovators and leaders in the field of regenerative agriculture and eco-system restoration, specialized in semi-arid areas.