A journey rooted in regenerative agriculture: From fashion to farming

Growing up on her family’s farm near Charles City, Iowa, Wendy Johnson never imagined she’d one day return to it. Surrounded by fields of corn and soybeans, she struggled to picture herself following in her parents’ footsteps. So, after high school, she pursued a different dream, moving to Los Angeles to work in the fashion industry. But after 18 years, the glamour of the big city wore thin. “I would drive in traffic two hours to work, and I would think to myself, what am I doing here?” she recalls.

Then, Wendy’s grandmother passed away, and it reignited her connection to the land. “I started to think about her life,” she says. “And I started to think about my parents’ life, too, and how hard they worked. I didn’t want this beautiful place to just disappear. I wanted to continue the legacy of the farm, so that’s what I set out to do.”

In 2010, Wendy followed her instincts — and her roots — back to Iowa. She rolled up her sleeves and began working alongside her parents, eventually carving out a new path by converting part of the land into her own operation. Today, she and her husband Johnny Rafkin are the proud owners and operators of Jóia Food & Fiber Farm, a perennial-based livestock and organic grain farm that prioritizes biodiversity.

Jóia is also part of a larger movement to transform how our food is grown in a more sustainable way. The couple are active members of Practical Farmers of Iowa (PFI), a farmer-led nonprofit committed to building resilient farms and vibrant communities. PFI supports sustainable agriculture through educational events, knowledge sharing, research and financial and technical assistance. At the heart of its mission is regenerative agriculture, an approach that prioritizes soil and water health, biodiversity and the long-term vitality of farmland.

Partnering for progress

In 2023, Wendy’s conservation mission received a powerful boost. PepsiCo announced a $216 million investment to scale regenerative farming practices across the U.S., including a long-term partnership with PFI and several other U.S. farmer organizations. Through the funding, PepsiCo and the farmer organizations aim to support farmers with tools, resources and programs that enhance soil health, reduce emissions and help secure a stronger and more resilient future for farming.

As a foods and drinks company rooted in agriculture and reliant on crops to keep growing harvest after harvest, this partnership is part of PepsiCo’s ambition to spread the adoption of regenerative, restorative, or protective practices across 10 million acres of land by 2030. “Wendy is not only stewarding her family’s land, but also reimagining its future,” says Margaret Henry, Vice President of Global Sustainable Agriculture at PepsiCo. “Her story brings to life a version of regenerative agriculture and our vision at PepsiCo: working together with farmers to help their farms remain resilient and their land to be able to feed generations to come.”

Regenerative agriculture practices in action

For Wendy, the shift to regenerative farming was both a necessity and a revelation. Faced with the pressures of a changing climate and economic volatility, she adopted practices designed to restore the land while strengthening her business.

She reduced tillage, the process of turning over soil to prepare for seeding. While tilling has some benefits, it also increases the likelihood of soil erosion and nutrient runoff. She also rotated crops to break pest cycles, boost soil fertility and introduce greater biodiversity. “There’s a synergy between cover crops and our commodity crops — corn and soybeans — so that’s the major benefit,” she says. “It allows us some flexibility, it increases our soil health and it helps us be more resilient in times of flooding and drought.”

Adding livestock was another strategic step. Animals now graze on her crop fields, and their manure helps return organic matter to the soil. Beyond soil benefits, livestock provide a steady revenue stream and further diversify the farm’s income.

Wendy also began working with Sarah Carlson, PFI’s Senior Programs and Member Engagement Director, to explore the full potential of cover crops. She expanded her own efforts and started encouraging neighboring farmers to follow suit. PepsiCo’s partnership with PFI has also opened more doors, providing access to tools and knowledge that elevate her work.

Inspiring a more diverse and resilient future

Through her collaboration with PFI and PepsiCo, Wendy has become a catalyst for change in her community, helping fellow farmers embrace regenerative practices and discover new possibilities for their land. “I have a lot of hope,” she says. “That hope lies in diversification. Diversity of species, plants, animals. Diversity of people.”

Her mission extends beyond farming. Wendy is committed to cultivating a future where healthy soil, strong communities and thriving ecosystems go hand in hand. “If we take care of the soil, it provides for us, and I just want to continue to steward it as best as I can for future generations and for my daughter,” she says. “Food is life and as long as we are protecting the soil, we have an opportunity for a brighter and better future.”