Holly Arbuckle is the Co-founder and CEO of Singing Pastures, a regenerative farming-based food company known for pasture-raised pork products. She leads the brand's strategy and growth with a focus on sustainability, storytelling, and healthier protein options. Holly launched Singing Pastures with her husband to promote regenerative agriculture and fill a gap in truly pasture-raised snacks. Under her leadership, the company has grown its retail and online presence while staying true to its mission.

Building a food brand often requires navigating the tension between values, viability, and long-term impact. When health, agriculture, and business strategy intersect, the decisions become less about speed and more about intention. What does it look like to grow a brand without compromising the systems that support it?

As a regenerative farming expert and seasoned CPG founder with a background in health and agriculture, Holly Arbuckle grounds business growth in biological and ecological principles. Branding, in her view, becomes a strategic extension of product integrity — translating how the product is made into something consumers can immediately recognize and trust. Holly explains how soil health emerges as the foundation of food quality, influencing everything from nutrition to long-term sustainability. Slower, traditional crafting methods consistently outperform shortcuts by creating real differentiation in crowded categories. For founders, focus, patience, and trusted advisors prove far more valuable than constant diversification.

In this episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Holly Arbuckle, Co-founder and CEO of Singing Pastures, to discuss building a regenerative, purpose-driven protein brand. They cover regenerative farming principles, rebranding for modern consumers, and innovating protein snacks with clean ingredients. Holly also touches on bootstrapping growth, grant funding, and future expansion plans.