Why John Paul DeJoria Is Betting on PhytoTeq and the Future of Smarter Food

When John Paul DeJoria gets involved with a company, it is rarely about chasing the next trend. It is about purpose, impact, and building something that actually matters. That is exactly why his decision to join PhytoTeq as both an advisor and investor feels like a big deal, not just for the company, but for the future of how we think about food.

DeJoria has spent decades proving that business success and social responsibility do not have to live in separate lanes. As the co founder of John Paul Mitchell Systems and Patrón Spirits, he helped build iconic global brands while staying deeply committed to environmental causes, philanthropy, and ethical business practices. His latest move continues that same pattern, supporting innovation that serves people and protects the planet.

This partnership is not about slapping a famous name on a press release. For DeJoria, it is personal. He has long believed that real success is measured by what you give back, not what you keep. PhytoTeq’s mission immediately aligned with his worldview. The company is tackling one of the most overlooked yet critical areas of sustainability: how we sweeten our food.

PhytoTeq is pioneering plant based cell culture technology to create clean, functional sugar alternatives derived from agave. These ingredients are designed to replace traditional sweeteners like high fructose corn syrup and cane sugar, offering a lower glycemic index while still delivering the taste and functionality food and beverage companies need. In plain terms, it means sweetness that is easier on your body and far less demanding on the planet.

What truly sets PhytoTeq apart is how dramatically it reduces resource use. Conventional sugar production requires massive amounts of water, land, and energy, all while contributing heavily to carbon emissions. PhytoTeq’s proprietary process uses a fraction of those resources, with some estimates showing up to 98 percent less water usage compared to traditional sugar farming. That is not a small improvement. That is a fundamental shift in how food ingredients can be produced.

The timing could not be better. Consumers are paying closer attention to labels, sourcing, and sustainability than ever before. They want fewer chemicals, more transparency, and food that supports long term health. At the same time, manufacturers are facing increasing pressure from climate change, supply chain instability, and rising costs tied to traditional agriculture. PhytoTeq offers a solution that checks all of those boxes: healthier, more sustainable, scalable, and reliable.

DeJoria sees this moment as a turning point. He has described PhytoTeq’s work as a rethinking of nourishment itself, not just a scientific upgrade. The idea is simple but powerful: create abundance without depletion. Feed more people using fewer resources. Build systems that give back instead of taking more than they can sustain.

As part of PhytoTeq’s Advisory Board, DeJoria will play an active role in shaping the company’s strategic growth and global reach. His decades of experience launching, scaling, and protecting mission driven brands will help guide PhytoTeq as it moves from breakthrough technology to mainstream adoption. Just as importantly, his presence reinforces the company’s commitment to doing things the right way, even as it grows.

This collaboration also fits seamlessly into DeJoria’s broader philanthropic efforts through his Peace, Love & Happiness Foundation, which supports sustainability initiatives, poverty reduction, and human empowerment worldwide. Again and again, he has shown that innovation is most powerful when it improves lives, not just balance sheets.

For PhytoTeq, having DeJoria on board is more than validation. It is momentum. It signals to investors, partners, and consumers that sustainable food technology is not a fringe idea or a future goal. It is happening now, and it is being championed by leaders who understand both business realities and global responsibility.

As food systems face increasing strain from population growth and environmental pressure, partnerships like this one point toward a smarter path forward. One where technology works with nature, not against it. One where health, sustainability, and scalability coexist.

With John Paul DeJoria lending his vision and voice, PhytoTeq is positioned to help reshape how sweetness shows up in our lives. Not louder, not more processed, but cleaner, smarter, and better for everyone involved.