Our Mission Is To Ensure High-Quality Financial Technical Assistance For Every Food, Beverage and Value-Added Farm Business

Edible-Alpha® is a project of the Food Finance Institute (FFI) and the University of Wisconsin System’s Institute of Business and Entrepreneurship. Directed by Tera Johnson, FFI leverages and supports a collaborative network of professionals focused on the food, beverage and value-added agriculture sector. Through supporting this collaborative network with training, resources, tools and mentorship, FFI fulfills its mission of making sophisticated financial technical assistance available to every growing food, beverage and value-added agriculture enterprise.

Why Edible-Alpha®?

There are, unfortunately, many bad business ideas being circulated on the internet. That’s why we only collaborate with people working in the trenches to build and fund profitable food businesses, including consultants, lenders, investors and entrepreneurs to develop and curate content for Edible-Alpha®.

Edible-Alpha® is a digital resource hub providing our collaborative network with actionable insights, training, resources, and tools that empowers them to provide meaningful financial technical assistance so they can build and fund the next generation of profitable food, beverage, and value-added farm businesses.

Curated Free and Premium Content

Edible-Alpha® includes free educational content about the best financial practices of food, beverage, and value-added farm businesses. Edible-Alpha® also includes premium (paid) content, digital training, and access to a community of practitioners who can help the next generation of food and beverage businesses get profitable and raise money.

About Tera Johnson, Founder and Director

Tera Johnson, Food FInance Institute Director & Host of the Edible-Alpha Podcast

Tera Johnson is a serial entrepreneur whose mission is to create the next generation of environmentally and economically regenerative food and farming businesses. The founder of teraswhey® and host of the Edible-Alpha® podcast, Tera participated in the full arc of creating a successful investor-financed company. Now the founder and Director of the Food Finance Institute and recipient of the UW-Extension Chancellor’s 2017 Wisconsin Idea Award, Tera is a frequent speaker, teacher, and financial consultant to sustainable food and farming businesses, social venture funds and investors.

Need more info or content for a speaking engagement or story?

Nutrition Capital Network

Nutrition Capital Network

Tera currently serves on the NCN Selection Committee that helps to qualify dealflow in the natural products industry and mentor presenting companies. Tera mentored Love The Wild Founder Jacqueline Claudia to win the Expo West 2017 Pitch Slam.

Amazon Whole Foods

New Hope Media Network

In a piece for Nutrition Capital Network and New Hope Network, Tera details how the acquisition of Whole Foods by Amazon could be truly transformative if Amazon can bring more of the sensual Whole Foods experience online. Read more.

Rural Business Investment

Rural Opportunity Initiative

Tera partnered with the Georgetown Rural Opportunity Initiative and spoke at the Rural Investment Workshop in Des Moines, an event focused on how to close the gap of access to capital between entrepreneurs and investors in Rural America. Read more.

Sarah Larson, Program Manager

Sarah Larson joined the Food Finance Institute in January 2019. She is responsible for managing day-to-day operations of FFI as well as grants and special projects. In addition, she leads business development for new partnerships, and provides consulting and technical resources to food and beverage clients. If you want to partner with FFI to provide technical assistance to your clients and stakeholders (through say a contract or grant deliverable) or to facilitate strategic planning to your community or offer customized consulting for your business you will likely talk to her!

Sarah has over 15 years of experience working with food in both the private and public sector. She was the first employee at Wisconsin Specialty Protein (WSP) where she helped launch the national tera’swhey® brand. In her many roles at WSP, she managed key tasks of business operations from finance to sales. She has also worked for Death’s Door Spirits and was a National Sales Manager at Tribe 9 Foods. Additionally, Sarah managed the Wisconsin statewide AmeriCorps Farm to School Program at the Wisconsin Department of Agriculture, Trade, and Consumer Protection and served as the Farm to Business Program Director at nonprofit REAP Food Group. She holds a BA in English and Philosophy from UW La Crosse and a Master’s Degree in Public Health from UW Madison. She currently serves on the Madison Food Policy Council and the Willy Street Co-op Board of Directors. View Sarah’s LinkedIn.

Shelbie Blank, Program Coordinator

Shelbie Blank joined the Food Finance Institute in March 2020 and is in charge of all Boot Camp and Consultant Training programming, as well as other speaking engagements. In addition, she also manages curriculum development and develops marketing materials and communications plans to support our work. If you want to partner with FFI to put on a training or boot camp, want to learn more about the services we provide, or want Tera to speak at your event, you will likely talk to her!

Shelbie holds a Bachelor of Science from Western Michigan University where she double majored in Biology and Environmental Studies and realized her calling in the local food movement. She credits her great-grandfather for instilling her with a love for growing food at an early age. However, it was her internships in urban gardening and rural farming that helped her recognize the career potential within food and agriculture. After undergrad, she spent time as an AmeriCorps service member in rural Missouri, which helped her connect more with agritourism, farmers markets, and the economic potential of food. For the past seven years, she has been working with small-scale, sustainable, regenerative, and organic focused farming education. Shelbie is also currently pursuing a Masters in Communication with a concentration in Integrated Communication and Advertising from Purdue University.

Brad Rostowfske, FaBcap Accelerator Program Manager

Brad has been working with the Food Finance Institute for several years now but officially joined the team in July of 2020. He manages all aspects of the FFI FaBcap Accelerator, so whether you are a prospective speaker for the program or an aspiring accelerator trainee, Brad is who you will speak with!

Brad is a uniquely qualified professional in the areas of innovation, new product development, marketing and engineering, with demonstrated accomplishments in consumer products brands and business to business new product development, marketing, engineering management, integrated systems design and cross-functional management. Think of Brad as a personal business general management trainer with a focus on maximizing your business’s profitability by the development and execution of your business plan. He has had the opportunity to learn and leverage best practices in all phases of business for the food and beverage industry. In the last 5 years, he has used these practices to help scale and grow food and beverage businesses without overburdening the owners with bureaucratic aspects. The net effect is helping growing companies focus on what is critical for their business and aligning their limited resources to profitably.

Andy Larson, Farm Outreach Specialist

Andy joined FFI as a Farm Outreach Specialist in January 2021.  Andy works with entrepreneurial farm businesses in Wisconsin to build farm financial management capacity and access the capital they need to grow.  Andy has expertise in farm business and marketing, agricultural lending, and grantsmanship.

Prior to joining FFI, Andy worked as an Agriculture and Commercial Loan Officer at a community bank, providing commercial credit to family farms and small businesses in northern Illinois and southern Wisconsin.  His portfolio included crop farms, dairy farms, and a wide variety of local food farms.  Before that, Andy worked in university extension in both Iowa and Illinois, providing programming on the business and marketing side of small farms, local foods, and sustainable agriculture.  Andy earned undergraduate degrees from the University of Notre Dame, a master’s degree in Natural Resources and Environmental Sciences from the University of Illinois, and a Master of Business Administration from Iowa State University.  Andy grew up on a dairy farm, and now lives with his wife and three daughters on a small-scale poultry farm just down the road, where they produce free-range brown eggs for local restaurants, retail stores, and farmers markets.