JRE 2062 · June 27, 2024

Will & Jenni Harris

environmentbusinesshealthagriculturesustainability

Who is Will & Jenni Harris?

Will Harris is the owner of White Oak Pastures: a family farm utilizing regenerative agriculture and humane animal husbandry practices. Jenni Harris, his daughter, is the marketing manager of White Oak Pastures. Will's new book "A Bold Return to Giving a Damn: One Farm, Six Generations, and the Future of Food" is available now. www.whiteoakpastures.com

Topics and Timestamps

01Will Harris owns White Oak Pastures, a regenerative agriculture farm focused on humane animal husbandry and sustainable farming practices
02The Harris family has been farming for six generations and recently published a book called 'A Bold Return to Giving a Damn' about their farming philosophy
03White Oak Pastures uses regenerative agriculture methods to improve soil health, sequester carbon, and create a more sustainable food system
04Jenni Harris, Will's daughter, works as marketing manager and represents the next generation's commitment to the family farming business
05The conversation covered the intersection of animal welfare, environmental sustainability, and profitability in modern agriculture
06Will Harris discusses how conventional farming practices have degraded soil and how regenerative methods can reverse that damage
▶Will Harris introduces White Oak Pastures and six generations of family farming0:00:00
▶Discussion of regenerative agriculture methods and soil health restoration0:15:00
▶Jenni Harris explains the marketing and direct-to-consumer business model0:35:00
▶Will discusses the economics of regenerative farming versus conventional agriculture0:55:00
▶Book discussion: 'A Bold Return to Giving a Damn' and the future of food1:15:00

The Show

Joe sits down with Will Harris, owner of White Oak Pastures, and his daughter Jenni Harris to talk about regenerative agriculture, sustainable farming, and the future of food production in America. Will brings the perspective of someone running a family farm that's been in operation for six generations, now pivoting toward regenerative practices that prioritize soil health, animal welfare, and environmental stewardship.

The core of the conversation centers on how industrial agriculture has basically destroyed soil quality over the past century, and how White Oak Pastures is working to reverse that damage through intentional, science-backed farming methods. Will explains the economics of regenerative farming, how it's actually more profitable long-term despite higher upfront costs, and why treating animals humanely while farming regeneratively creates better meat and better land.

Jenni brings the marketing and business development angle, explaining how they're building a direct-to-consumer model and educating consumers about where their food actually comes from. The Harrises are clear-eyed about the fact that most people don't want to think about where meat comes from, but they're making the case that regenerative, humane practices should be the norm, not the exception.

Throughout the episode, Joe and Will dig into the actual science of soil regeneration, carbon sequestration, and how livestock can actually be part of the solution rather than the problem when managed correctly. They also discuss the book, which tells the family story and lays out a vision for how agriculture needs to change at scale. It's not preachy but it's definitely a pitch for why consumers should care about how their food is produced and what that means for environmental impact.