Regenerative Organic Alliance Welcomes Alyssa Vescio and Pete Oberle to Its Board of Directors 

FOR IMMEDIATE RELEASE

Regenerative Organic Alliance Welcomes Alyssa Vescio and Pete Oberle to Its Board of Directors

New directors bring deep expertise in natural and organic retail and regenerative agriculture investment as the Regenerative Organic Certified® movement scales worldwide

Sacramento, CA — October 9, 2026 — The Regenerative Organic Alliance (ROA), the nonprofit that developed and oversees the Regenerative Organic Certified® (ROC™) standard, today announced that Alyssa Vescio, Chief Merchandising Officer of The Fresh Market, and Pete Oberle, Co-Founder and Managing Partner of Trailhead Capital, have joined its Board of Directors.
The two directors join as ROC™ reaches a new scale: more than 22 million certified acres, 388 licensed brands, and over 3,200 certified products worldwide. Together, Alyssa and Pete bring the retail and investor perspectives that will help ROA grow the supply of regenerative organic products and put them in front of more shoppers.

“Alyssa and Pete understand the two levers that decide whether regenerative organic agriculture scales: retail shelves that reward the farmers and companies doing the work, and capital that flows to them,” said Christopher Gergen, CEO of the Regenerative Organic Alliance. “Alyssa has spent her career bringing trusted, high-integrity products to shoppers, and Pete has built one of the leading investment platforms in regenerative food. Their experience will help us put the highest standard for regenerative organic within reach of more farmers, brands, and families.”

Alyssa Vescio is the Chief Merchandising Officer of The Fresh Market where she focuses on the extraordinary power of food. She previously spent time at Whole Foods Market, most recently as Senior Vice President of Merchandising, Center Store, Sourcing and Product Development, and as President and Chairperson of the Whole Foods Market Foundation. She started her career at Target Corporation and holds an MBA from the University of Minnesota.

“One of the most important lessons I’ve learned throughout my career is that consumers aren’t just buying products, they’re buying trust,” said Alyssa Vescio. “People want to understand the impact of the choices they make and have confidence in the claims behind the products they bring home to their families. At The Fresh Market, that trust is earned alongside brands and suppliers who share our commitment to food chosen with care. Regenerative Organic Certified® provides a credible standard that brings together soil health, animal welfare, and social fairness under one verified seal. I’m honored to join the ROA Board and help expand awareness of regenerative organic agriculture while making these products more accessible to retailers, consumers, and communities.”

Pete Oberle is Co-Founder and Managing Partner of Denver-based Trailhead Capital, an early-stage venture firm that invests in regenerative food, ag and supply chain tech companies improving soil health, water retention, and biodiversity via expansion of regenerative practices and products. Trailhead’s oversubscribed $50 million first fund backs a portfolio of more than two dozen companies, and the firm is raising a second fund to scale regenerative solutions further.

“Every investment we make at Trailhead starts from the same conviction: healthy soil is the foundation of a resilient food system and a resilient economy,” said Pete Oberle. “For capital to flow at scale, investors, brands, and farmers need a clear, verified definition of what regenerative really means, and ROC™ provides it. I’m excited to help ROA connect the farmers and brands doing this work with the capital that can accelerate it.”

“This is a pivotal moment for the ROC™ movement, and our board needs to reflect the full supply chain we are working to transform,” said Paul Lightfoot, Chair of the ROA Board of Directors. “Alyssa and Pete each bring a rare combination of mission and market know-how. We are grateful to have them at the table as ROA grows its impact on soil health, animal welfare, and social fairness worldwide.”

About the Regenerative Organic Alliance

The Regenerative Organic Alliance (ROA) is a 501(c)(3) nonprofit that advances regenerative organic agriculture worldwide. Founded by Rodale Institute, Patagonia, and Dr. Bronner’s, ROA developed and oversees the Regenerative Organic Certified® (ROC™) standard, the global benchmark for regenerative agriculture. Built on an organic foundation, ROC™ integrates soil health, animal welfare, and social fairness into one third-party verified certification. Learn more at regenorganic.org.
Media contact: Darcey Howard; Director of Marketing & Engagement; darcey@regenorganic.org
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