Terra Bioindustries is upcycling agrifood byproducts into sustainable B2B ingredients, starting with brewers’ spent grains. Shortly after creating their unique upcycling platform, Rebecca Palmer joined the team in 2021 to help build the Terra Bioindustries brand. Rebecca’s use of storytelling has been key to her marketing strategy; building narratives that resonate with audience members. While based in Toronto, Canada, Rebecca and Terra have quickly looked toward global partnerships that can decarbonize food value chains with upcycling.