Inside the Sauerkraut & Fermented Food Boom: From Farm to Shelf with Jorge Azevedo
Wednesday, November 12, 2025
Reference: Impact Farming
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Inside the Sauerkraut & Fermented Food Boom: From Farm to Shelf with Jorge Azevedo
In this episode, Tracy sits down with Jorge Azevedo, CEO of Fermented Food Holdings, to explore the 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 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 & Why Fermented Foods Are Not a Fad
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.
- The Fermentation Process
Step-by-step through harvest, processing, fermentation timelines, and how their artisanal line differs from mass production.
- 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.
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🔗RESOURCES:
🌐 www.fermentedfoodholdings.com
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Thank You to our Show Sponsor
Here at The Impact Farming Show, our goal is to bring our audience the people and ideas that will IMPACT their farming operation. We couldn't do it without the continued support of our sponsors that are committed to supporting our show and our shared vision of helping farmers succeed.
Please take a moment to check out this week's show sponsor: Black Earth A WestMet Group Company
Black Earth: The Global Leader in Humic Innovation
Pure Humalite. Proven Results. Sustainable Growth.
At Black Earth, we harness the power of Humalite, the world’s purest source of humic substances, to enhance soil health, boost crop yields, and drive sustainability in agriculture and industry. Learn More
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About the Guest:
Jorge AzevedoCEO / Fermented Food Holdings
Jorge Azevedo is a growth-focused, entrepreneurial leader with over 15 years of experience in business operations and sales. As Chief Executive Officer at Fermented Food Holdings (FFH), he is responsible for leading the organization towards its mission of providing foods that improve lives and is focused on building up FFH’s leadership team, commercial partnerships, and operational capabilities. Prior to starting his position as CEO in 2024, Azevedo served as COO of the company for over two years.
Before joining FFH, Azevedo was a founding partner and Chief Growth Officer at Planterra Foods, a plant-based start-up in Boulder, Colo. He also worked at Kraft Heinz as Head of US Sales Execution and Finance, where he led multiple teams, including revenue management, sales, and finance. Notably, he was a leader on the team responsible for the $16 billion post-merger integration of Kraft and Heinz retail sales.
He began his career as an analyst at Goldman Sachs before then earning his MBA with honors from The University of Chicago Booth School of Business. He completed his undergraduate at Brigham Young University where he was a D1 All-American swimmer.
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* Disclaimer - As always, this information is not intended to provide business or medical advice. To ensure that your own circumstances have been properly considered and that action is taken based on the latest information available, you should obtain professional advice from qualified business or medical professionals before acting on any of the information in this post.
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The Impact Farming Show
Welcome to Impact Farming, Farm Marketer's video and audio show dedicated to helping Canadian farmers excel in the business of farming. Our goal with this show is to introduce our audience to the people and ideas that are going to make an IMPACT on their farming operation.
Show Host - Tracy Brunet
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Tracy and her husband are cattle ranchers in South East, Manitoba. As host of the show, primary producer and agvocate, Tracy is passionate about helping farmers succeed in the business of farming.
In each episode, Tracy chats with today's most successful farm advisors and industry leaders to bring our audience the best and most important ideas.
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