Social Impact Heroes: Why and How Laura Zaspel Of Farm Hero Is Helping To Change Our World
People Will Try to Politicize Everything — Ignore It and Stay Focused
As a part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Laura Zaspel.
Laura Zaspel is a passionate advocate for sustainability, best known as the Host and Executive Producer of Farm Hero, a TV series sparking a worldwide movement for regenerative agriculture. Based in Denver, Colorado, she also co-founded and leads Serendipity Catering and Events, a 20-year food industry leader spending $2M annually on sustainable sourcing. “As ‘Fastest Growing Company’ in Denver,” Zaspel says, “I use our platform to educate leaders and consumers on soil health and nutritious food for planetary well-being.” With master’s degrees in Cognitive Science and Environmental Policy from the University of Denver, and prior work at the U.S. Department of Energy, Zaspel blends expertise and action, driving Farm Hero to empower communities and reshape agriculture globally.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
Laura Zaspel: When I was 21, I was in a PhD program for cognitive science, and I went into apathy — I thought we had pushed the planet too far, that there was no coming back. But then I had a realization: there’s always something that can be done, so I better do something about it. I ended up getting a master’s in cognitive science from the University of Denver and another in environmental policy and management. I went right to work for the U.S. Department of Energy, creating markets for renewable energy and alternative fuels.
Later, I moved into the food industry, owning Serendipity Catering, which spends $2 million on food a year. Watching Kiss the Ground in 2020 was a turning point — I saw that regenerative agriculture was the solution, and I knew we needed media to create awareness at the right order of magnitude. That’s how Farm Hero was born.
Can you share the most interesting story that happened to you since you began leading your company or organization?
Laura Zaspel: One of the most interesting moments was when Will Harris, one of the most respected voices in regenerative ranching, wrote in his book: *Dear Laura, thank you for being the voice of regenerative agriculture.* That really hit me. I had never put myself out there that way before, but it made me realize that’s exactly what I was doing — being the voice for this movement. Another moment was when we filmed Episode Nine, which connected regenerative agriculture to fire prevention. We talked about it back in August, and by the time it was in post-production, real-world events confirmed everything we had said. We even pulled in footage from present time — it was incredible to see it all come full circle.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Laura Zaspel: Honestly, the funniest mistake was thinking I could just invest in *Farm Hero* and step back. At first, I told my team, “Here’s the investment. I’ll consult, but I can’t be day-to-day.” Well, that lasted about five minutes. Richard Lackey, my co-executive producer, was relentless — he kept saying, “Laura, you *have* to be the host.” I resisted, thinking, “I don’t have time for this,” but eventually, I gave in. Now, every waking moment is *Farm Hero*, and I can’t imagine it any other way. The lesson? When you’re meant to do something, the universe will make sure you do it — whether you planned on it or not.
Can you describe how you or your organization is making a significant social impact?
Laura Zaspel: Farm Hero is creating a worldwide movement for regenerative agriculture through education and public awareness. We’re showing people the connection between healthy soil, healthy plants, healthy animals, healthy bodies, and a healthy planet. Right now, less than 1.5% of farmland in America is regenerative, and we need to scale this fast — we’re bridging the gap between conventional industrial agriculture and regenerative agriculture. We’re also working with consumer product groups like Chipotle and Gerber to create real demand for regenerative products, so farmers know they have guaranteed buyers before making expensive transitions. It’s about systematic, fast change, and Farm Hero is leading the way by organizing, educating, and connecting all the right players to make this shift happen at scale.
Can you tell us a story about a particular individual who was impacted or helped by your cause?
Laura Zaspel: One of the most powerful stories is about Bluffton, Georgia, home to White Oak Pastures. It was once the poorest county in America, but when Will Harris transitioned his ranch to regenerative agriculture, everything changed. By revitalizing the soil and embracing regenerative ranching, he built a thriving, flourishing community. His grass-fed, grass-finished beef became a national leader, and his success brought jobs, economic growth, and sustainability to an area that had been struggling. Farm Hero featured White Oak Pastures in a two-part episode because it proves that regenerative agriculture doesn’t just heal the land — it revitalizes entire communities. This is exactly the kind of systematic change we’re pushing for.
Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?
Laura Zaspel:
1. Know Your Farmer, Know Your Food — If people simply knew what was in their food and where it came from, we wouldn’t have this problem. Consumers have power, and when they demand better, the market shifts. Even just reading ingredient labels at the grocery store is a step toward awareness.
2. Support Policies That Incentivize Regenerative Agriculture — Right now, farmers rely on subsidies just to survive, but those subsidies prop up cheap, industrial food. Instead, we need to shift that support toward farmers who are regenerating the land, improving soil health, and producing truly nutrient-dense food. Politicians can accelerate this change by backing programs that make it easier for farmers to transition.
3. Create Demand Through Corporate Commitments — Companies like Chipotle are already committing to buying millions of pounds of regenerative agriculture rice, but there’s not enough supply yet. If more major consumer product groups — like Nestlé, Kellogg’s, or General Mills — commit to sourcing regenerative ingredients, farmers will have the confidence to make the switch, knowing they have buyers. We need systematic change, and that comes from connecting the dots between farmers, businesses, and consumers.
How do you define “Leadership”? Can you explain what you mean or give an example?
Laura Zaspel: Leadership is seeing the ideal scene and then organizing to achieve it. It’s not about pointing fingers or dwelling on problems — it’s about creating solutions and moving people toward them. For me, leadership meant stepping into the role of host for *Farm Hero*, even when I resisted it at first. I knew this movement needed a strong, clear voice, and I had the background, the connections, and the understanding to make it happen. Another example is what we’re doing with *Farm Hero* — instead of just talking about how broken the food system is, we’re showing a clear path forward, bringing together farmers, businesses, policymakers, and consumers to make real change. Leadership is about taking responsibility and driving the movement forward, no matter how big the challenge.
What are your “5 things I wish someone told me when I first started” and why.
Laura Zaspel:
1 . You’re Going to End Up Doing It All Yourself
When we started Farm Hero, I thought I could just invest and consult from the sidelines. I told the team, “Here’s the investment, I’ll support you, but I can’t be day-to-day.” That lasted about five minutes. Richard Lackey was relentless — he kept saying, “Laura, you have to be the host.” I resisted, but now every waking moment is Farm Hero, and I can’t imagine it any other way.
2 . Scaling This Movement Would Be the Hardest Part
It’s easy for small farmers at a farmers’ market to go regenerative, but we need large-scale change. There are 900 million acres of farmland in America, and less than 1.5% is regenerative. Even if I wanted to switch Serendipity Catering to 100% regenerative ingredients tomorrow, I couldn’t — there isn’t enough supply. Scaling regenerative agriculture isn’t just about convincing farmers; it’s about creating a whole ecosystem where demand, policy, and funding align.
3 . People Will Try to Politicize Everything — Ignore It and Stay Focused
Regenerative agriculture is about healthy soil, healthy food, and a healthy planet — yet some people try to tie it to political agendas. I’ve learned to stay clear of that trap. Farm Hero isn’t about left or right; it’s about common sense. I don’t care if you’re a Democrat or a Republican — everyone deserves healthy food, and our farmers deserve to be profitable.
4 . The Food Industry Is More Broken Than You Think
People say, “The food system is broken,” but they don’t understand how deep it goes. Farmers rely on subsidies just to survive. Big Food controls what’s on our shelves. Labels like “Product of America” can be misleading — meat from Argentina can be processed here and get that label. The deeper I go, the more I see how much work we have to do. That’s why Farm Hero isn’t just about awareness — it’s about creating a new system that actually works.
5 . You Can’t Do This Without the Right Allies
I always say, “We’re not just another little piece of this movement — we are the umbrella over it.” To make real change, you need the right people in your corner. People like Will Harris at White Oak Pastures, who has proven that regenerative agriculture can transform entire communities. People like the teams at TomKat Ranch and the Savory Institute, who are pioneering solutions. Farm Hero is about bringing these forces together so we can scale regenerative agriculture as fast as possible.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Laura Zaspel: I would inspire a movement where regenerative agriculture isn’t a niche — it’s just called agriculture. Right now, we talk about it like it’s this special thing, but in reality, it’s the only form of agriculture that actually works long-term. If we do this right, in 10 years, we won’t need the term *regenerative agriculture* — it will just be how we farm.
This movement would connect farmers, consumers, businesses, and policymakers to create systematic, fast change. Farmers need support to transition. Big consumer brands like Chipotle and Kellogg’s need to commit to buying regenerative products. Consumers need to *know their food, know their farmer.* And government needs to stop subsidizing cheap, destructive food and start incentivizing farming that restores the land.
The food system affects everyone — it’s about survival. Healthy soil means healthy food, healthy bodies, and a thriving planet. And the best part? This isn’t about limiting or cutting back — it’s about flourishing and prospering, because that’s what nature does best.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Laura Zaspel: “What would nature do?”
This question is at the heart of everything I do. When you really think about it, nature already has the answers — whether it’s how soil regenerates itself, how animals and plants create balance, or how ecosystems thrive when left to function as they were meant to.
In Farm Hero, we apply this thinking to everything. Fires, floods, soil degradation — so many of the environmental crises we face today are because we’ve tried to outsmart nature instead of working with it. When we mimic natural cycles, we restore balance. This perspective has shaped my entire approach, from regenerative agriculture to how I run my business. If we keep asking, What would nature do?, we’ll find the right path forward.
Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂
Laura Zaspel: Joe Rogan.
Joe has already had Will Harris from White Oak Pastures on his podcast twice, and he understands the importance of regenerative agriculture. He’s one of the few voices who can take a complex issue, break it down, and get millions of people to care. Farm Hero is about bringing regenerative agriculture to scale, and to do that, we need massive awareness.
Joe has the platform, the audience, and the curiosity to help drive this movement forward. He’s already shown interest in the food system, health, and sustainability — this conversation is right up his alley. So, Joe, if you’re reading this — let’s talk.
How can our readers further follow your work online?
Connect with the Farm Hero community on our website and socials!
This was very meaningful, thank you so much. We wish you only continued success in your great work!
Young Social Impact Heroes: Why and How Laura Zaspel Of Farm Hero and Serendipity Catering Is… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.