How far would you go to take on the world’s biggest environmental challenges? From creating groundbreaking products to calling out corporate greenwashing, some leaders push the limits of courage and ambition to create lasting change. What drives someone to keep going, even when the path forward is risky, unconventional, and just a little bit crazy?

According to John Roulac, a pioneering environmentalist and regenerative agriculture advocate, the answer lies in staying true to one’s mission and values, regardless of the resistance. He highlights how bold innovation can disrupt stagnant industries while addressing urgent environmental crises. This mindset fueled his earlier success in building a billion-dollar organic brand and now propels his work in transforming the household products sector.

On this episode of the Firebelly Social Show, Duncan Alney speaks with John Roulac, Founder and CEO of Coco Clean, to talk about the courage it takes to challenge entrenched systems. They discuss his journey from hemp pioneer to eco-innovator, the mission to replace 100 million plastic detergent bottles, and strategies for making sustainable products mainstream. John also shares insights on building company culture and fostering authenticity in business.

Here’s a glimpse of what you’ll learn: 

• [2:39] John Roulac’s early influences from family, mentors, and diverse cultural experiences
• [7:44] How John became an environmentalist at 21 after a local nuclear waste incident
• [13:22] The decline of insects and birds and the role of agricultural chemicals
• [19:53] How corporate virtue signaling impacts real environmental progress
• [27:57] Lessons John learned from building Nutiva 
• [36:44] Eliminating synthetic fragrances and promoting healthier laundry practices
• [38:50] Challenges CPG brands face in going plastic-free and how Coco Clean is different
• [43:53] Making bold moves to support regenerative agriculture films and initiatives
• [48:24] What’s next for Coco Clean and strategies for retail and alternative channels

About John Roulac:

John Roulac is the Founder and CEO of Coco Clean, a company that makes plastic-free, enzyme-based laundry detergent using coconut and mineral ingredients to tackle tough stains while reducing environmental waste. Previously, he founded Nutiva, an organic superfoods brand with over $1 billion in retail sales, recognized as one of Inc.’s fastest-growing companies for seven straight years. A serial entrepreneur, investor, philanthropist, and environmental advocate, John has also executive‑produced the Netflix film Kiss the Ground and founded several nonprofit organizations focused on regenerative agriculture.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• John Roulac on LinkedIn
• Coco Clean
• Eric Martindale on LinkedIn
• Elite Commerce Group
• “Eric Martindale: The Future of Retail” on the Firebelly Social Show
• Gabe Brown on LinkedIn
• Kiss the Ground
• Common Ground
• Nutiva
• Agroforestry Regeneration Communities

Quotable Moments:

• “If we don’t change our agricultural systems, we’re going to continue destroying the planet’s life support.”
• “The number one thing that people can do is to support regenerative organic agriculture.”
• “Plastic is a design flaw, and we need to redesign our systems to eliminate it completely.”
• “If you have a big idea that can change the world, don’t wait for permission.”
• “Every purchase we make is a vote for the kind of world we want to live in.”

Action Steps: 

1. Support regenerative organic agriculture: Choosing food from regenerative farms helps restore soil health, sequester carbon, and protect biodiversity.
2. Reduce plastic use in daily life: Limiting single-use plastics minimizes environmental pollution and supports companies innovating with sustainable alternatives.
3. Educate yourself on food system impacts: Understanding how agriculture affects climate, health, and ecosystems empowers more informed personal and policy decisions.
4. Align purchases with your values: Every dollar spent sends a signal to the market about what products and practices you support.
5. Advocate for systemic change in agriculture: Pushing for policy reform can accelerate the transition to regenerative practices on a larger, more impactful scale.