In this episode, we sit down with Ali Cox, a visionary in agriculture and food ingredient marketing and the founder of Noble West, an award-winning consultancy that serves the entire agricultural ecosystem—from fresh produce to agTech. As a fifth-generation farmer, Ali returned to California’s Central Valley in 2007 with a mission: to provide world-class marketing to farmers and growers in her community.

Ali shares her journey of keeping farming viable for future generations, exploring innovative projects like upcycling imperfect produce into valuable products. Through her work, Ali champions environmental sustainability, consulting on upcycling, regenerative water use, and organic farming practices, all with an eye on the climate crisis. This episode dives into the ways agriculture can adapt to changing consumer demands, while reducing waste and building a more sustainable future.

Key Takeaways:
- Understand how upcycling transforms potential waste into economic opportunities.
- Learn the difference between food loss (unharvested resources) and food waste (uneaten food).
- Discover how upcycling supports biodiversity and sustainable practices.
- Hear Ali’s insights on holding processors accountable and ensuring fair compensation for farmers.
- Explore how consumer education can help build acceptance for upcycled products and reduce food waste.

Learn more about Sierra Agra and their mission here!

Tune in for an eye-opening discussion on creating a sustainable food system and the future of upcycling in agriculture!

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