What does it mean to steward a family legacy while completely rethinking how food is raised?
In this episode, I sat down with Heidi Diestel of Diestel Family Ranch, a fourth-generation turkey farmer who's not afraid to ask hard questions about the food system and make bold changes. Heidi brings a rare mix of tradition, transparency, and a challenger mindset to an industry that often resists change.
We talked about everything from regenerative agriculture to redefining what “better” means in the turkey category. Heidi shares how her family is holding to their values while also pushing boundaries, such as eliminating antibiotics long before it was popular and investing in their USDA-certified plant to ensure quality and animal welfare. It’s a masterclass in integrity, evolution, and sticking to your “why.”
Key highlights from this episode:
* Why the “status quo” in farming was never good enough for Diestel.
* How a values-first approach led to long-term decisions, such as adopting regenerative practices and owning their own plant.
* The moment Heidi realized the brand needed to challenge the category narrative.
* What it means to build trust with consumers when competing against big agriculture?
* How Diestel balances legacy and innovation in a 4th-gen family business.
Join me, Ramon Vela, as I listen to this thoughtful, behind-the-scenes look at what it takes to raise food with care, conviction, and courage. Whether you’re in CPG, AG, or just a conscious consumer, this one will leave you inspired.
For more on Diestel Family Ranch, visit: https://diestelturkey.com/
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REViVE Amazon Marketing Partners helps better-for-you CPG brands win on Amazon with niche expertise, founder-led strategy, and a true partnership model. Built by a CPG founder with a successful exit, REViVE only works with brands they believe in. Curious if Amazon is right for you? Book a Free Deep Dive Strategy Session today.
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