Recently, our Pitaya Foods team flew to Chile for something far more meaningful than a business trip. We went to connect with the land, the people, and the practices that are changing the way food is grown, and the future we all share.

Together with a few key members of the Whole Foods Market team, we set off to visit our regenerative farming partners and walk the land where our blueberries and strawberries are grown. These aren’t just fruits, they’re symbols of a growing movement, and it was time we met the people behind them face-to-face.

What followed was a powerful, humbling, sometimes hilarious, and deeply inspiring journey that reminded us exactly why we’re doing this.

Why We Went

It’s one thing to talk about regenerative agriculture in a pitch deck or email. It’s another thing entirely to stand in the soil where it’s happening, shake hands with the farmers, and feel what it means on a human level.

We’re proud to be launching the first-ever certified regenerative frozen fruits at Whole Foods. But for us, this isn’t just about a product launch. It’s about doing the work, understanding the supply chain, asking hard questions, listening, and making sure that what we say about the soil actually holds water.

Chuck (our founder), Ben (co-founder), Andrew, and Jason all flew in from the States, joined by two amazing leaders from the Whole Foods team. From the moment we landed, we knew this trip would be different. It was less about operations and more about relationships.

A Country Rich in Color, Culture, and Connection

Chile greeted us with a beautiful blend of farmland, mountain views, and coastal cliffs that looked like postcards from another era. But what stood out most, beyond the scenery, was the people.

We started in the agricultural heartland, visiting the facility where our regenerative blueberries and strawberries are processed. Watching the fruit we source come through clean, cold, and ready to be frozen was surreal. This wasn’t a slide in a presentation, it was real. Berries we’d one day see in Whole Foods freezers were being packed in front of us.

The vibe was pure energy. Everyone at the facility was proud to be a part of something new. Something better. Something that finally put their hard work under the spotlight. That pride became a recurring theme.

Fields, Farmers, and Firsthand Learning

The next morning, we headed out early to visit a blueberry farm that’s been leading the charge on regenerative practices. No synthetic inputs. Deep composting. Biodiversity in full swing. The farm felt alive in a way that’s hard to explain unless you’ve seen it for yourself.

That’s where the emotion hit.

One of the blueberry farm owners shared something that stopped us in our tracks. He told us,

“We always believed this was the right thing to do. But for so long, we didn’t know who would care, or if anyone ever would. And now… here you are.”

It was a simple moment. But it hit deep. Regenerative farming isn’t new. What’s new is that people are finally starting to value it, to pay for it, to say “yes, this is worth it.” That moment made it real.

Later that day, we made our way to a regenerative strawberry farm run by a man named Francisco.

Francisco is the kind of person whose presence makes you feel instantly grounded. His farm had rows of thriving strawberries, bold red against the deep green, and his story gave them even more color.

As we walked through the fields, Francisco opened up about why he farms regeneratively. Not because someone told him to. Not because it’s trendy. But because it’s what he wants to leave behind for his family.

And when he said those words, he choked up.

“I’m doing this for my family,” he said. “For the future of our land. So my children can farm this soil and not have to undo damage.”

No one said anything for a moment. We didn’t have to.

Coastal Cliffs and Forward Thinking

Later in the trip, we left the farmland behind and drove out to the coast to visit a few more plots with future regenerative potential. Here, the landscape shifted, with breezy cliffs, cooler temps, and the crashing Pacific painting a totally different picture of what regenerative farming might look like in years to come.

We also took time to step back and breathe, literally. A short hike through a local trail brought us to a stunning overlook. It was quiet, peaceful, and grounding.

Chuck, of course, took the opportunity to test the wind direction with a handful of dirt and declare himself a “regenerative weather shaman.” (Note: he was not accurate, but points for flair.)

That evening, we had one of the most memorable experiences of the entire trip, a rustic meal hosted by a grower’s family in a small beachside town. We were served traditional Chilean food, sipped local organic and regenerative wine, and listened to live music played by the grower’s cousin and friends.

It was joyful, soulful, and one of those moments that feels like a movie scene but somehow more real.

As Ben said,

“This was the part where the trip stopped being a work trip… and just became life.”

Meet the People Behind the Fruit

If there’s one thing we brought back with us, besides dusty boots and way too many photos, it was a deeper appreciation for the people behind these fruits.

These aren’t anonymous growers. These are families who’ve worked the same land for generations. Who understand the soil better than most of us understand our inboxes. Who’ve been quietly doing regenerative work before most people even knew what the word meant.

And now, finally, they’re being seen.

Chuck reflected on this during the trip,

“What hit me wasn’t just how much they care about their land, but how much they care about us. Welcoming us with open arms, sharing meals, telling stories. This wasn’t a tour… it was a homecoming.”

Why It Matters

You might be wondering, why does this all matter?

Because regenerative farming isn’t just about how we grow food. It’s about why. It’s about healing the land, restoring biodiversity, reducing inputs, and building farms that can actually feed the future without draining it dry.

It’s about creating a food system that values people, planet, and purpose, not just profits.

And it’s about stories. The stories of Francisco. Of the blueberry farmers who waited years to be recognized. Of the processing teams who now get to say they’re part of something meaningful.

Regenerative farming isn’t perfect. It’s evolving. But it’s rooted in something real. And now, thanks to our amazing partners at Whole Foods, you can be part of it too.

Final Reflections

We came back from Chile with more than just a deeper understanding of our products. We came back with a deeper understanding of ourselves, our mission, and the movement we’re proud to be part of.

This trip reminded us that regenerative farming isn’t some future concept. It’s happening now. And it’s being led by people who don’t just farm… they care.

Care about the soil.
Care about their families.
Care about what they leave behind.

And thanks to you — our customers, our partners, our community — we get to keep supporting them.

So the next time you grab a bag of regenerative Pitaya Foods’  products at Whole Foods, just know:

You’re not just buying fruit.
You’re buying into a future that’s worth growing.

Thank you for your support and for making a difference.