In this episode, Tracy sits down with Jorge Azevedo, CEO of Fermented Food Holdings, to explore the sauerkraut and fermented food boom that's reshaping the future of farming, food, and consumer demand.
From ancient preservation methods to modern probiotic powerhouses, fermented foods are having a major moment. Jorge shares how his company connects farmers to consumers, the market forces driving this growth, and what makes fermentation a sustainable and profitable opportunity for agriculture.
Episode Highlights
- Meet Jorge & Fermented Food Holdings
Jorge shares his background and how Fermented Food Holdings came to life — uniting authentic, probiotic-rich brands under one mission.
- Why Sauerkraut & Fermented Foods?
Hear why Jorge chose to focus on fermentation and the market opportunities behind this rising food trend.
- The Brands & Where to Buy
Jorge highlights the company's key brands and where consumers can find them across North America.
- A Decade of Food Trends
Jorge takes us on a "time travel" through food fads — from kale to fake meat — explaining why fermented foods check all the boxes of modern eating: natural, healthy, and sustainable.
- Spotting Real Fermentation vs. "Ferment-Washing"
Learn how to identify high-quality fermented foods and avoid misleading marketing claims.
- Farm-to-Shelf Partnerships
Jorge explains how Fermented Food Holdings works directly with farmers, including contracts, crop planning, and managing good and challenging years.
- Geography & Market Reach
From the new Wisconsin headquarters to the largest cabbage and cucumber states — plus insights into sales in Canada.
- Yields, Rotations & Irrigation
A look at production details: yields per acre, disease rotation, and how irrigation impacts crop quality.
- Local vs. Imported Ingredients
A candid conversation on sourcing local produce and balancing supply chain realities.
- Challenges & Opportunities
Jorge shares the biggest challenges in scaling fermentation — and where he sees the next wave of opportunity for farmers and consumers.
- Learn More & Closing Thoughts
Find out how to connect with Fermented Food Holdings and learn more about their mission to bring real, natural fermented foods to every table.
Key Takeaway
Fermented foods may be an ancient art — but they're driving one of today's most exciting agricultural and consumer trends, connecting farmers, food innovators, and health-conscious consumers in powerful new ways.
Thanks for tuning in,
Tracy Brunet
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SHOW RESOURCES
🌐 www.fermentedfoodholdings.com
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✅ About The Impact Farming Show: Produced by Farm Marketer.
Farm Marketer is a Canadian digital media company specializing in publishing agriculture content that matters most to Canadian farmers: news, commodities, agriculture events, agriculture real estate for sale, and much more.
Farm Marketer is also the proud producer of the award-winning agriculture show The Impact Farming Show. This weekly video and podcast show is dedicated to introducing farmers to the people and ideas that will impact their farming operations.
Join show host Tracy Brunet as she speaks to top minds and change makers about what's currently IMPACTING agriculture.
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