Episode 08 — John Roulac

John Roulac is the founder of Nutiva, one of the earliest companies to help bring hemp foods into the mainstream in the United States. Over the course of several decades, his work has spanned entrepreneurship, regenerative agriculture, environmental advocacy, policy, and media, including serving as an executive producer of the film Kiss the Ground. More recently, he’s focused on rethinking everyday consumer products through his company Coco Clean.In this conversation, we discuss the early days of hemp in America, what it was like fighting for legitimacy in an industry that existed far outside the mainstream, and the legal battle that led John to sue the U.S. government to help keep hemp foods legal. We also get into regenerative agriculture, environmental health, consumer products, and the progression of his advocacy over time.This conversation moves through entrepreneurship, conviction, public perception, and the importance of staying rooted in genuine passion and truth, even when the broader culture, industry, or political climate may be pushing against it.