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35 min

Reforestation and Greenwashing: A Conversation with Hannah Wickes

#214 | December 2023

35 min

Published January 2026

Reforestation and Greenwashing: A Conversation with Hannah Wickes

In this episode of “What The Field”, Hannah Wickes, former CMO of Ecosia, guides us through the complexity behind reforestation, and the connection between forests and agriculture. She shares her approach to impact the business landscape, from established giants to entrepreneurs looking to change the status quo.

Hannah challenges our conventional perception of trees as mere carbon sequestrators and immerses us in the controversial and exciting world of reforestation. Far from being solitary beings, trees are part of a complex network that communicates through root systems and soil microorganisms, and they have an impact not only on the water cycles, carbon cycles and biodiversity of their ecosystems but also on the communities – from chimpanzees to people – that inhabit their environment. 

Through this brilliant conversation, we explore Hannah’s experience in entrepreneurship and trust-based marketing. We talk about the conflict between scaling up while maintaining the defiant spirit of the early days and grounding our most fundamental values as a company.

Planting trees or consuming green products is only the visible part of something much deeper. Through these actions, new actors are entering industries to disrupt the status quo,  change mindsets, drive a movement and commit to leaving the world in a better state than before.


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Written by Cristina Domecq

Cristina Domecq

Cristina Domecq is the Head of Impact at CrowdFarming. She operates where the boardroom, the field, and social conversations converge, convinced that the clues to fixing the food system are revealed in that intersection. Her goal is to achieve a behaviour change that sticks—a mission that only works if both farmers and consumers are truly on board.

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48 min

Why Regenerative Agriculture makes business sense

#308 | December 2025

What if the future of farming was not only better for biodiversity and soil health, but also a smarter long-term investment? In this episode of What The Field?!, we sit down with Alessia Lenders, Head of Impact at SLM Partners, a pioneering investment firm proving that ecological farming and solid financial performance can go hand in hand. Alessia’s journey into regenerative agriculture did not begin in the fields but in the world of traditional finance. Searching for investment solutions that could genuinely improve biodiversity, she found herself returning again and again to agriculture: one of the biggest drivers of environmental degradation, but also one of the greatest opportunities for change. Today, SLM Partners manages more than 760 million dollars in farmland and forestland across the United States, Australia and Europe. Their approach is simple yet radical: invest in land, partner with skilled farmers, and scale regenerative systems that rebuild soil, protect water and secure long-term productivity. What you will discover in this episode 1. The economic logic behind regenerative agriculture Alessia explains why long-term, patient capital fits naturally with regenerative transitions: healthier soils, more diverse revenue streams (including carbon projects in Australia) and more climate-resilient farms. Far from being a financial compromise, regenerative systems can improve profitability by reducing input costs, stabilising yields and tapping into premium and organic markets. 2. Why investors are turning to farmland Farmland behaves differently from stocks and bonds, which makes it an attractive diversifier for institutional investors. SLM adds another layer: regenerative farms that can outperform conventional systems over the long term while delivering measurable environmental impact. 3. The crucial role of the farmer SLM’s model is farmer first. They partner with experienced growers who want to expand but lack the capital to acquire land. SLM buys the land, the farmer manages it and both commit to a regenerative transition adapted to local realities. The result is a partnership that supports young farmers, protects landscapes and proves that ecological agriculture can scale. 4. A clearer picture through data From soil microbiology to water modelling, biodiversity indicators and carbon estimates, SLM collects an extraordinary amount of data to understand and communicate how landscapes change over time. This allows them to build business models that anticipate droughts, evaluate water security and verify real ecological outcomes. 5. Regenerative agriculture is not one size fits all Whether transitioning almond orchards in Spain, grasslands in Australia or mixed farms in the United States, SLM adapts regenerative principles to each context. For some farms, the target is organic certification. For others, it is a regenerative outcome-based approach focused on soil health, biodiversity and long-term resilience. This episode goes deeper than we ever have into the financial mechanics behind regenerative agriculture. It is a rare look at how capital, ecology and farming come together to build food systems that work for both people and the planet. If you have ever wondered whether regenerative agriculture really adds up financially, ecologically or both, this is the conversation you will not want to miss.  

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