Many people eat masa—the Spanish word for the maize dough produced from stone-ground corn and used for making corn tortillas, gorditas, tamales, pupusas, and other Latin American staples—with little or no idea that it represents a multibillion-dollar industry, one that relies heavily on environmentally damaging agricultural systems that strip corn of its flavor and health benefits. A game-changing player in the masa world, Jorge Gaviria is the founder and CEO of Masienda, a supplier of heirloom masa, corn, and beans, and the first to create a scalable market for the surplus corn grown by more than 2,000 smallholder subsistence farmers using regenerative practices across more than 30,000 acres throughout Mexico.