Last week we asked a table of family office leaders a simple question: What’s a dish that takes you back to a meaningful moment?
One by one, stories emerged. Memories of family tables, of traditions passed down, of flavors that marked turning points. And with each story, the atmosphere shifted, food went from commodity and sustenance, to connection, culture, and love.
This is where the real conversation began. We started talking about how those same values, the ones shaped by what we eat and how we gather, also shape how we invest. We explored the interconnected web of regenerative food systems, immigration, climate, health, education, and employment. These issues all feel separate on paper but are deeply entangled in practice and as a system.
Raul Pomares, Sonen’s Founding Partner, and a family office principal reflected on their early work identifying pathways for systemic change, and we discussed how “easy buttons” can help investors move more readily from good intentions to meaningful action. One illustration was McDonalds recent $200 million commitment to regenerative ranching, and how it may create inertia in advancing the movement (1). A related challenge is the need for localized food production that actually benefits the communities where food originates. In Hawaii for example, it is often more economical for cows raised on local ranches to be shipped to the mainland for processing and sale, yet, the majority of the beef purchased on the island actually originates on the mainland. We acknowledge the complexity, but we also see the opportunity.
The global market for sustainable agriculture is projected to grow from $21.7 billion in 2024 to $59.3 billion in 2034. Capital is flowing, the question is whether it will flow with systemic intention (2)?
Every ingredient tells a story, of the soil that nurtures it, the people who harvested it, and the system that sustains or strains our planet. When food systems are regenerative, they don’t just feed us, they can also help restore ecosystems, strengthen communities, and build resilience for the challenges ahead.
Sources:
- Trellis. McDonald’s, PepsiCo, and Ahold Delhaize add to growing support for generative ag. September 18, 2025.
- Polaris Market Research. Sustainable Faming Market Size, Share, Trends, Industry Analysis Report. August 2025.
