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All opinions expressed by the guests are their own. 9×90™ and its affiliates do not endorse or guarantee any specific outcomes discussed in this episode. This podcast is for informational and entertainment purposes only and does not constitute financial, legal, or investment advice. Listeners should conduct their own due diligence and consult with professional advisors before making any investment or business decisions. Nothing discussed in this episode constitutes an offer to sell, or a solicitation of an offer to buy, any securities. Any such offer or solicitation will be made only through official offering documents and to qualified, accredited investors, in accordance with applicable securities laws. The views expressed by guests are their own and do not necessarily reflect those of the host or 9×90™.

About this guest

For those of you who do not know Will Landers:

1. If his name doesn’t ring a bell immediately, you may have heard of a little company called Starbucks—he used to supply coffee for them. But what he’s doing now is even more fascinating. Will has taken his deep knowledge and experience in agriculture and is helping lead a quiet revolution in regenerative farming.
2. He currently serves as the U.S. and Latin America agricultural expert for the Krown Green Foundation and its associated fund.
3. Will is helping to lead a $1 billion initiative aimed at revolutionizing American agriculture through regenerative farming, AI-powered tools, and scalable, tech-enabled education. We’re going to explore what the future of farming looks like—how it reduces the need for human labor while increasing our reliance on AI and machines to produce high-quality, sustainable output.

About this episode

Adi Soozin interviewed William Landers from the Krown Green Foundation about their initiative to revolutionize US agriculture through regenerative farming, AI, and education, aiming for profitability on small-scale farms using a direct-to-consumer model. William Landers detailed the costs and funding of competency centers, investor protection through real estate, and his personal inspiration from observing coffee farmers, emphasizing a seed-to-cup philosophy and the value of coffee cherry waste, along with indoor farming and community ownership models for scaling their impact. The discussion covered technology integration, geographic expansion plans starting in Texas, and William Landers’s personal learning and time management practices.

Inquiries about investing in the Krown Green Fund’s latest venture can be directed to Jacob Uhlenkott >>> Jacob@krownimpact.com

Show Notes Generated by Gemini

These show notes were generated by AI

• Introduction to William Landers and Krown Green Foundation Adi Soozin introduced William Landers, an expert in US and Latin American agriculture for the Krown Green Foundation. Adi highlighted Landers’s background in supplying coffee and his current role in leading a $1 billion initiative focused on regenerative farming, AI-powered tools, and tech-enabled education (00:00:00). They discussed the goal of revolutionizing American agriculture.
• Profitability of Regenerative Farms William Landers explained that the program focuses on small-scale farming in local communities to grow fresh produce and even affordable housing. He cited a successful 10-year project in the EU where 480 family farms were retrofitted using a direct-to-consumer, vertically integrated model, achieving profitability within 36 months by building local clientele and networks (00:02:15). Their goal is to create sovereign local areas with their own utilities and agriculture.
• Costs and Funding of Competency Centers Adi Soozin inquired about the startup cost of a competency center in a city, and William Landers responded that a full center costs $10 million, which is projected to become profitable within three years. He stated that funding comes from a combination of investors and debt, with a focus on targeting rural America and collaborating with the Department of Agriculture to establish local markets (00:03:24). William Landers emphasized the importance of local community involvement and support.
• Investor Protection and Partnerships Adi Soozin asked how investors in the Krown Green Fund are protected and rewarded, and William Landers explained that the model is backed by real estate, aiming to create affordable housing and educational opportunities (00:04:27). He mentioned essential partnerships, including projects in Odessa, Brenham, Austin, Texas, and a significant launch in Celane, Idaho, with support from congressmen and local government (00:05:26). William Landers invited interested individuals to an event in Celane.
• William Landers’s Background in Farming Adi Soozin shifted the conversation to William Landers’s personal farming experience, noting his family history and his own farm in Hawaii (00:05:26). William Landers shared how observing coffee farmers in Hawaii, particularly their ability to remain active into old age, inspired him (00:06:21). He also noted the discrepancy in profit between coffee fruit farmers and those who manage the entire seed-to-cup process (00:07:17).
• Seed-to-Cup Philosophy and Innovation William Landers discussed how witnessing families sell their coffee farms due to low profitability motivated him to educate people on the entire value chain, from seed to cup (00:08:17). He emphasized that this approach can be applied to any commodity and identified a missing educational piece regarding the full profit cycle (00:10:19). William Landers also mentioned co-founding a company that created a patent for processing coffee cherry waste into valuable neutriceuticals (00:12:02).
• The Value of Coffee Cherry Waste and Food Preservation Technology William Landers explained the discovery that coffee cherry waste has cognitive benefits and is a valuable commodity. He discussed visiting Costa Rica and observing the knowledge gap between coffee farmers and coffee shop owners (00:12:56). William Landers then highlighted the potential of preserving fruits and vegetables by removing moisture, citing a friend’s company, Desert Lake Technologies, with a refractive window drying platform that preserves high nutrient value and extends shelf life (00:14:47).
• Scaling the Impact of Krown Green Fund Adi Soozin inquired about the Krown Green Fund’s plans to scale beyond initial pilot sites. William Landers recounted a trip to Vienna, Austria, where he witnessed successful retrofitting of family farms and the concept of farm-to-table restaurants with aquaponics (00:17:48). This experience led to the creation of Krown Green Fund and Foundation to help rural America become self-sustaining by growing food locally. Their goal is to reduce reliance on long-distance food transportation and preservatives (00:18:50).
• The Kabutz Model and Community Ownership William Landers likened their model to a kabutz, emphasizing local market growth and community involvement (00:19:52). He stated that if local farmers understand the operations and wish to take ownership, the fund is open to selling the operation to them or the local community (00:20:36). Adi Soozin expressed excitement about the model and offered potential collaboration on real estate deals.
• Integration of AI and Technology in Farms Adi Soozin questioned the need for large multifamily buildings given the integration of AI and reduced human capital on the farms. William Landers clarified that the AI integration primarily involves management systems. He also mentioned the use of biochar, a clean waste material, for energy creation, eliminating the need for solar or wind power (00:21:29). William Landers stated that while technology is integrated, the goal is not to eliminate human labor entirely, and a farm can feed 4,000 people with just a few workers (00:22:33).
• Housing Needs and Vertical Integration William Landers explained that housing development is based on feasibility reports and certificates of need to determine the appropriate size of facilities. Adi Soozin then asked about vertical integration in farming, and William Landers described it as the seed-to-consumer model, cutting out middlemen and increasing freshness through just-in-time manufacturing (00:23:30).
• Rollout Plan and Geographic Expansion Adi Soozin inquired about a map of the rollout plan, which William Landers stated is currently in development. He mentioned that they are starting in Texas, leveraging family and connections, including Sid Miller, the Texas Agriculture Commissioner (00:24:29). William Landers also acknowledged opportunities in Latin America, UAE, and Africa, but his primary mission is to establish at least two facilities in every US state (00:25:24).
• Indoor Farming and Mitigation of Agricultural Challenges Adi Soozin asked about how agricultural challenges differ across regions and the risk mitigation strategies (00:31:56). William Landers explained that they utilize indoor farming, creating a built-in, climate-controlled ecosystem that is not affected by external environmental conditions like deserts or snow (00:32:50).
• Impact of Indoor Farming and Future-Proofing Adi Soozin highlighted the significant impact of indoor farming, noting that one indoor acre is equivalent to 250 acres of conventional farming in terms of production (00:32:50). William Landers emphasized the year-round growing capability and the reduced impact of pests and weather in a controlled environment (00:33:54). He also discussed how this model can future-proof farming by creating efficient, direct-to-consumer models, reducing reliance on long supply chains and waste (00:34:57).
• Time Management and Personal Practices Adi Soozin asked about William Landers’s time management tools and tactics (00:34:57). William Landers shared his daily ritual of waking up early for prayer and reflection to center himself and plan his day. He emphasized the importance of time as a valuable commodity and the need to use it effectively (00:36:03). William Landers also highlighted the value of curiosity and continuous learning about new technologies and processes (00:37:55).
• Learning Preferences and Mentorship William Landers stated that he is more of an audio learner, preferring podcasts and repeated listening to absorb information (00:41:54). He also emphasized the significance of mentors, particularly older individuals with wisdom to share, as a primary source of learning (00:42:39). William Landers believes his best education has come from traveling and interacting with people (00:43:41).
• Investment Opportunities and Contact Information Adi Soozin asked how people interested in investing in the Krown Green Fund or Foundation could get in touch (00:43:41). William Landers mentioned that a deck would be provided on the webpage and assigned the task of handling inquiries to Jake, a farmer from Idaho (00:44:37).
• Closing Remarks and Company Crest Adi Soozin thanked William Landers for coming on the show (00:44:37). William Landers explained that the crest on his jacket is the company’s family crest and serves as a conversation starter to tell their story about Krown Green and their agricultural initiative . They concluded with friendly banter and farewells .

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Transcript

These show notes were generated by AI

William Landers: Call it.

Adi Soozin: Hello everyone, and welcome to another episode of 9×90™. Today, I’m thrilled to introduce you to a very special guest and a dear friend, William Landers. If his name doesn’t ring a bell immediately, you may have heard of a little company called Starbucks—he used to supply coffee for them. But what he’s doing now is even more fascinating. Will has taken his deep knowledge and experience in agriculture and is helping lead a quiet revolution in regenerative farming.

He currently serves as the U.S. and Latin America agricultural expert for the Krown Green Foundation and its associated fund. Correct?

William Landers: That’s correct.

Adi Soozin: Will is helping to lead a $1 billion initiative aimed at revolutionizing American agriculture through regenerative farming, AI-powered tools, and scalable, tech-enabled education. We’re going to explore what the future of farming looks like—how it reduces the need for human labor while increasing our reliance on AI and machines to produce high-quality, sustainable output.

Will, thank you for being here.

William Landers: Thank you for having me.

Adi Soozin: Let’s start with something practical. Could you walk us through how a single regenerative farm in your program becomes profitable within 36 months?

William Landers: Absolutely. One of our core beliefs is that small is the new big. I grew up in Illinois, part of a multi-generational farming family. But it only takes one generation stepping away for that legacy to be lost. I saw a huge gap in generational education around farming. If we can reintroduce farming to young people early on—even just enough to plant the seed of interest—they often circle back later in life.

The foundation of what we’re building is local: growing fresh produce, fish, even affordable housing within a few acres. That’s enough to support an entire community. Over the past decade, I’ve been working with Archduke Sandor Habsburg of Austria to retrofit 480 family farms across the EU. These were farms on the brink of bankruptcy. We turned them around using a direct-to-consumer model and vertical integration—cutting out the brokers and middlemen.

All we’re doing in that 36-month timeline is building a local network and clientele, restoring sovereignty at the community level—meaning, the community creates its own food systems, utilities, and economic independence.

Adi Soozin: That’s powerful. Quick question—this isn’t on the list, so feel free to skip it—how much does it cost to start one of these centers in a city?

William Landers: Great question. We aim to build what we call a full competency center. That means offering multiple educational tracks, real estate development, and vertical integration from seed to sale. A center like that is typically a $10 million project. But within three years, it’s profitable—and sustainable.

Adi Soozin: Are you funding these primarily through investors, or are you also using debt?

William Landers: It’s a mix of both. We often partner with the Department of Agriculture to identify rural areas on the outskirts of suburban zones. Our strategy is to build local produce initiatives and micro-economies in these areas, always with community engagement and buy-in from local leaders.

Adi Soozin: That local support makes such a difference. We won’t enter a market—especially in real estate—unless we’re in collaboration with local governments. It’s non-negotiable.

William Landers: Absolutely.

Adi Soozin: How are investors in the Krown Green Fund protected—or rewarded—as this ecosystem grows?

William Landers: Margins are strong, and everything is backed by real estate. We’re not just creating agricultural systems—we’re also building affordable housing and training centers. These are real assets. We’re educating students and giving them real-world skill sets they can take home and replicate. Investors see the returns not just financially but socially as well.

Adi Soozin: What partnerships have been essential to pushing this vision forward?

William Landers: We’re about to start our pilot phase and already have several projects underway. One is in Odessa, Texas, another near Texas A&M in Brenham, and a property in Austin. Our big campaign launch is August 21st in Coeur d’Alene, Idaho. That event is backed by support from congressmen and local government, as well as influential families.

We’re hosting it at the Coeur d’Alene Resort. Anyone interested in this space is welcome—we’d love to have you. I’ll send you the link to share with your listeners.

Adi Soozin: Perfect. Ladies and gentlemen, you’ll find that link in the show notes below—just scroll down in the episode description.

Let’s back up for a moment. Your family has been farming for over 200 years. But you also had your own farm in Hawaii. How did that experience shape your vision for the Krown Green Foundation?

William Landers: Great question. I grew up farming in central Illinois. We’d take about 10 weeks off during the winter, and my family loved to travel. We often went to Australia during its summer. When I was 24, I visited Kona, Hawaii, and fell in love with the lifestyle.

There were men in their 70s, 80s, even 90s, lifting 100-pound bags of coffee. It was inspiring. Coffee is the only commodity harvested commercially in the U.S. exclusively in Hawaii. We drink a billion cups of coffee a day in America, yet Hawaii is just a dot on the map.

In Hawaii, I saw the tough economics firsthand. Coffee is a cherry fruit—picked from the tree and sold by weight to a mill. Farmers get paid by the pound, often just enough to keep them going to the next season. The real money is made much further down the chain: milling, drying, roasting, and retail.

The dream for farmers is to go from seed to cup. One pound of coffee can produce 60 cups. At $5 per cup, that’s a $300 product. Yet the farmer might only get $2 for that same pound. When you vertically integrate, that same pound could be worth $25 or more in green bean format, especially with USDA certification.

What I realized was that most of these farmers couldn’t pass the business on. Their children left for college on the mainland and didn’t return. Farming had become economically unsustainable for small producers.

Adi Soozin: So the insight from Hawaii helped clarify what you’re doing now?

William Landers: Exactly. It showed me the critical need for vertical integration, education, and access to direct-to-consumer channels. Everything we’re building now is informed by those hard lessons—creating a model that works with nature, with technology, and most importantly, with local communities.

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Adi Soozin: Adi Soozin is a 5th generation real estate investor, and Will is a 9th generation farmland investor.

William Landers: And it makes for a dynamic impact.

Adi Soozin: On the topic of affordable housing, you actually won’t need these large multifamily buildings with the evolution of AI because you’re going to have significantly less human capital running these farms. What sort of AI tech and tools are you integrating into these farms?

William Landers: It’s basically just the management system. Even with utilities, we’re doing biochar — very clean ways to create energy.

Adi Soozin: I don’t know what biochar is.

William Landers: It’s basically clean waste material.

Adi Soozin: I’m your non-agricultural friend, sorry.

William Landers: It’s just literal debris around your farming location that you can create energy from.

Adi Soozin: So you’re using that to power the location?

William Landers: Yeah. No solar, no wind — just biochar.

Adi Soozin: Okay. And what about AI and machine integrations with the rest of the farming ecosystem? I’m sorry, I’m trying to hold my own in this agricultural conversation, but…

William Landers: You’re doing great. We want to keep human labor and people working. Things will become more robotic, but it only takes a few workers to run these farms. Every community can feed about 4,000 people.

Adi Soozin: How many workers does it take to actually run it?

William Landers: Depending on the size, it could be as few as three people. It’s amazing.

Adi Soozin: So you don’t need a 500-unit apartment building next to the farm.

William Landers: No. We do a feasibility report, find a certificate of need, and get a third-party report to determine the size of the facility needed. Then we build based on that.

Adi Soozin: Got it. You’ve spoken about vertical integration farming on public platforms and ChatGPT suggested you talk more about that now.

William Landers: Vertical integration is like coffee — seed to cup. If you’re growing leafy greens, like what Fresh Express sells at Walmart, you package and sell directly to the consumer. You’re not selling the commodity to a broker who resells it.

Adi Soozin: So you’re cutting out the middleman and increasing freshness because it’s not sitting in multiple warehouses.

William Landers: Exactly. We can do just-in-time manufacturing. If a restaurant needs a certain amount of produce, we can deliver it immediately.

Adi Soozin: Do you have a rollout map so people can see how many farms will be near them by phase two, three, or four?

William Landers: We’re working on that.

Adi Soozin: When you have it, we can embed it into the web page for this interview.

William Landers: Absolutely. We’re starting in Texas. Shawn’s family is from Texas, and I have many family friends there. We started conversations with Sid Miller, the Texas Agriculture Commissioner. He’s working with local farmers feeding 8 million kids a day in the Texas school system. This really resonated, and we can start in Texas and take that model nationwide.

Adi Soozin: Do you think you’ll replicate this in Latin America, given your close family ties in Mexico and other parts of Central and South America?

William Landers: Yes, we have opportunities in UAE, Africa, and Central and South America. I live in the U.S., so it’s my mission to have at least two facilities in every state.

Adi Soozin: Okay, ladies and gents, here’s someone who travels as much as, if not more than, I do. When he says he lives in the U.S., that’s like me saying I live in Florida.

William Landers: My family has to follow me on Instagram just to know where I’m at.

Adi Soozin: My dad keeps my location turned on. Sometimes I lose track of the city I’m in, and he messages me, like, “Why are you in Cypress?” And I’m like, “I’m in a meeting. I didn’t know I was in Cypress.”

William Landers: I have friends on the Find My Friends app who say, “Have you watched where William goes?” It’s comical.

Adi Soozin: One of my friends who looks like my fraternal twin ended up in the hospital. People joke we look exactly alike — same build, but she’s the party one and I’m the introverted workaholic. I walked into the hospital, and they thought I was her sister. I said, “Sure, we’ll go with that.”

William Landers: So you found her. That’s amazing.

Adi Soozin: Yeah. It gives context about our relationship. I’m the responsible sibling tracking down the one in the hospital. She’s the one who needs help.

William Landers: I will find you.

Adi Soozin: Exactly, like a mother. Anyway, we covered what you’ve done over the past 20 years leading up to this. Anything else you want to add, or should we move to the next question?

William Landers: Just the need for education in agriculture. Many people don’t know they might love some component of agriculture. I want to create exposure and educational facilities so people can connect with the environment. That’s the baseline.

Adi Soozin: What do you think about those white tubes where people grow lettuce as a gateway into agricultural tech?

William Landers: I think it’s great.

Adi Soozin: Are there other gateway tools people interested in ag-tech should add to their homes?

William Landers: Yes. There’s a company in Houston called Eden Grow. They’ve been working with NASA on how to grow crops in space. They have beautiful home models you can take home. Also, gardening heirloom seeds and growing farm-to-table crops lets people taste the difference from store-bought produce. That can motivate people to start farming.

Adi Soozin: That reminds me—fishing. I wasn’t into fishing until I caught a fish, cut it up, and ate it fresh. Then I was hooked.

William Landers: Yeah.

Adi Soozin: The quality is completely different from restaurants in Florida.

William Landers: I remember my first marlin fishing in Kona. It’s a clean fishing spot where you can eat the marlin. I spent 45 minutes fighting a 100-pound marlin, and I was exhausted but proud. We had lunch with the catch. Then a guy pulled up with a 1,000-pound marlin on his boat, and I was in awe.

Adi Soozin: How old were you?

William Landers: 24.

Adi Soozin: And the guy was probably like 90 and had been fishing for decades?

William Landers: I have no idea, but those guys pull thousand-pound marlins out of Kona. It’s amazing.

Adi Soozin: But that was your first time catching a marlin.

William Landers: Yes.

Adi Soozin: So Will is way too hard on himself. A 100-pound marlin after a 45-minute wrestling match is really impressive for a first timer.

William Landers: Very kind.

Adi Soozin: Can you acknowledge that?

William Landers: A lot of people don’t catch anything.

Adi Soozin: Exactly, or they give up after 10 minutes.

William Landers: It was a win.

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William Landers: Yep.

Adi Soozin: And—

William Landers: Rich Dad, Poor Dad.

Adi Soozin: And—

William Landers: Who Moved My Cheese? Yeah, I probably had about ten. My dad actually wrote a book called Wealth or Mammon, based on Matthew 6:24 — “You can’t serve two masters.” The message was that God created wealth, and wealth produces income. Money itself is kind of insignificant; it’s just something we’ve given value to. The idea is that God gives you a creative idea that generates income. For me, it’s all about understanding that baseline—what’s our mission? Why are we here? There are a lot of great books out there.

Adi Soozin: Okay. And as an adult, what are your favorite books to read?

William Landers: Oh man—

Adi Soozin: Aside from the Bible, since we know you’re Christian and love the Bible.

William Landers: I do. That’s true.

Adi Soozin: Sorry, Jews have to dig a little—we have to roast a bit.

William Landers: I take that as a sign of endearment.

Adi Soozin: There was actually a study that found relationships are 300% more honest when people feel comfortable roasting each other. Like me teasing you when you say you’re old.

William Landers: I mean, when you hit 40—

Adi Soozin: Oh yeah, when you hit 40, you realize you’re not 12 anymore and—you can actually buy alcohol.

William Landers: Time stopped. I don’t age anymore. I’m good.

Adi Soozin: You’re ridiculous. I know men in their 60s hitting on my friends who are in their 20s or 30s, and they act like a 30-year age gap is nothing.

Adi Soozin: And here you are, like 41 or 42, calling yourself ancient and wise. I’m like you’re my age—you’ve only got me by a few years.

William Landers: Fair enough.

Adi Soozin: We are kids in the CRE game.

William Landers: I’m honored. Thanks, Adi. I’ll stay young, then. I like that.

Adi Soozin: You are young. No need to pretend.

William Landers: (Back on the original topic) Honestly, these days I’m more of a podcast guy. I’ve always been an audio learner. I love reading, but I absorb better through listening—kind of like osmosis. I just listen until the knowledge becomes part of me.

Adi Soozin: Same here. I’ll re-listen to a podcast two or three times to really soak it in. Or I’ll go through five or six books on the same topic until it becomes second nature—except for agricultural tech.

William Landers: I’m into everything from David Asbury’s Bulletproof Coffee, to Daron Shaw’s Next Health, to Gary Brecka—biotech, science, health, holistic medicine. I’ve got a lot of mentors—farmers 20 years older than me, full of wisdom they’re eager to pass down. It’s like finding uncles and aunts who have so much to share. I’ve learned more from people than I ever have from books.

Adi Soozin: Yeah, you reach a point where you level up beyond what any book can teach.

William Landers: Exactly. Honestly, my best education has always come from traveling.

Adi Soozin: The great thing about travel is that every culture has its unhealthy habits, and if you stay embedded in one too long, you start to adopt them.

William Landers: Yep.

Adi Soozin: But travel pulls you out just enough that you can take the good and leave the bad.

William Landers: Absolutely.

Adi Soozin: All right—so if someone wants to invest in the Krown Green Fund or Foundation, what’s the best way to get in touch with you? We’ll put the deck you sent me up on the webpage.

William Landers: That’s perfect, yeah.

Adi Soozin: And you have an assistant they can contact, right? Because I’m not putting your personal cell number online—you’d have women from 56 countries blowing up your phone.

William Landers: Absolutely.

Adi Soozin: So, what’s your assistant’s contact info?

William Landers: Well, my group includes Jake, a farmer from Idaho. He’ll love this podcast, so I’m assigning him this task.

Adi Soozin: You’re making Jake handle all the outreach?

William Landers: It’s gonna be great.

Adi Soozin: Sorry, Jake. We love you.

William Landers: We do. We love Jake.

Adi Soozin: Sounds like you roast him even more than I roast you.

William Landers: Not at all. Maybe just today.

Adi Soozin: Well, thanks so much for coming on the show.

William Landers: Adi—

Adi Soozin: Do you want to tell people what that little crest on your jacket is?

William Landers: Yeah, it’s just our company’s family crest. I wear it to help tell our story.

Adi Soozin: Wait—by “your” do you mean agricultural?

William Landers: Yeah, it’s part of our initiative with Krown Green. It ties into everything we talked about today.

Adi Soozin: Friendship—which is fitting, since you made me promise we’d be friends for a hundred years.

William Landers: That’s right. We’re on our way. I appreciate you.

Adi Soozin: Likewise. Take care—bye.

William Landers: Bless you. Bye.

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Listen to this episode using your favorite app

⚖️ Legal Disclaimer

All opinions expressed by the guests are their own. 9×90™ and its affiliates do not endorse or guarantee any specific outcomes discussed in this episode. This podcast is for informational and entertainment purposes only and does not constitute financial, legal, or investment advice. Listeners should conduct their own due diligence and consult with professional advisors before making any investment or business decisions. Nothing discussed in this episode constitutes an offer to sell, or a solicitation of an offer to buy, any securities. Any such offer or solicitation will be made only through official offering documents and to qualified, accredited investors, in accordance with applicable securities laws. The views expressed by guests are their own and do not necessarily reflect those of the host or 9×90™.

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