Meet Carlos Perea | Terra Vera Co-Founder and CEO

We had the good fortune of connecting with Carlos Perea and we’ve shared our conversation below.

Hi Carlos, what was your thought process behind starting your own business?
Terra Vera is my second start-up, and this one I co-founded with my business partner Justin Sanchez. After I sold my first company, I tried to work for others, and was an executive for a publicly traded company for a while. But when it comes down to why I wanted to start my own businesses, it’s because I liked the idea of controlling (or at least trying to) my own destiny rather than being dependent on others. I also value the notion that by starting a company, you get to choose who you work with, and that to me, is what makes it fun and rewarding.”

What should our readers know about your business?
I’m a fan of Guy Kawasaki who says, “The best reason to start a business (or anything, for that matter) is to “make meaning — making the world a better place”. We started Terra Vera to make agriculture sustainable. The way we grow food today is not sustainable. Synthetic chemicals are used extensively to help farmers get the yields they need to be profitable. But all too often these chemicals end up damaging our environment and end up in our food supply. Some of these chemicals are tied to reproductive issues, cancers and early onset of Alzheimer’s and other degenerative diseases. If you wonder why more food isn’t grown organically or with regenerative practices, know that these typically aren’t sustainable financially for the farmer, as the increased costs and risks make it a money-losing proposition. Terra Vera wants to change this and give farmers solutions that help them make more profit, but, at the same time, with products that are safe for people, plants, pollinators and the planet.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Denver has so much to offer that it would depend on my friend’s interests. But if I had a week I’d include the following for just about anyone. I’d insist we visit Meow Wolf. Some describe Meow Wolf as an innovator in interactive art, or a kind of Alice in Wonderland like experience. To me it is a place to stimulate and grow our imagination, a muscle that often lies dormant for too long. I love how it brings out the kid in you. I’d also insist that we take in some of the natural beauty that Denver has to offer. There are so many restaurants and other man-made attractions that it can be easy to forget about the exceptional hiking and biking trails that surround the city. If my friend is into mountain biking, I’d opt for Dakota Ridge near Red Rocks Park. Even if they haven’t been on a bike in a while I’d insist we ride around the city or on some of the easier dirt trails that provide scenic views. Finally, I’d insist we take in some of the nightlife Denver has to offer. I love exploring speakeasies and hidden bars, and two have been on my list for a while: B&CG and Retrograde. Sometimes the best reason to have a friend visit isn’t to show them your favorite spots but for you to have a great excuse to discover new ones together.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are so many people who have helped shape my journey and supported me along the way. But to single out two, I owe my wife Tracy a major shoutout, as she has always supported my desire to be an entrepreneur without any hesitation. On the other end of the spectrum, is a gentleman named Alan Marks who greatly influenced my decision to go to Stanford Business School even though we only met briefly. Alan’s coaching, albeit for a few hours at most, made a major impact in my life. Over the years I’ve learned that he has helped many others as he became a teacher at a public high school despite having a JD and MBA from Stanford.

Website: https://terravera.com/

Linkedin: https://www.linkedin.com/company/terra-vera-corp/

Twitter: https://twitter.com/terraveratweets

Facebook: https://www.facebook.com/tryterravera

Youtube: https://www.youtube.com/@tryterravera

Other: https://www.instagram.com/tryterravera

Image Credits
Courtesy of Terra Vera