Counter Culture is operated by four friends who share a passion for organic farming and fermented foods—Rob Barreca, Daniel Leas, Laarni Gedo, and Gabe Sachter-Smith. Rob is an ex-tech guy who is a graduate of GoFarm Hawai‘i  and has been involved with urban agricultural, fermented food production, and brainstorming how tech can help farmers and the food system. Daniel is a jack-of-all-trades with a background in carpentry, ranching, building, farming, and creating fermented foods including cured meats. Laarni is the flower and herb grower as well as accounting, marketing, and sales wiz-kid who spreads the Counter Culture flavor crystals out into the world for you to enjoy! Gabe is a banana expert; kimchi, wine, and tempeh fermenter; farmer; and master of enthusiasm.

They are also blessed to have amazing advisors to help guide us along the way. The most important advisor being Jay Bost who is currently the Farm Coach at GoFarm Hawai‘i  as well as an accomplished commercial organic farmer, restaurateur, cottage food producer, and fermentation workshop instructor.