Former Disney and Deloitte Leader Debra Baker Joins UpTerra as CFO

SAUSALITO, Calif., Sept. 24, 2025 /PRNewswire/ -- UpTerra, a fast-growing ag-tech company delivering dynamic water-enhancing technology to farmers, today announced the appointment of Debra Baker as Chief Financial Officer. 

Based in Sausalito California, Baker will oversee UpTerra's finance, accounting and control operations and assist in building the company's team and infrastructure to support overall scalability during a period of rapid growth. She will report directly to Steve Birch, UpTerra's CEO. 

"I'm excited to join UpTerra when the company's growth is accelerating so rapidly as it delivers its unique service to farmers, generating strong economic results while making our crops more nutrient dense and improving the resilience of our food system," said Baker. "I'm passionate about operational efficiency, and I'm looking forward to helping UpTerra scale its unique service." 

Baker brings more than 25 years of operational, accounting and leadership experience, including senior roles at The Walt Disney Company and as Principal at Deloitte where she led various projects throughout the United States and India. In these positions, she led teams of more than 70 employees. She is highly regarded as a team builder and for driving operational and financial efficiency at scale. 

"Debra brings the skillset, operational excellence, and enthusiasm we need to expand and maximize our benefit to farmers," said Steve Birch, CEO of UpTerra. "Her ability to design and implement processes, optimize performance and build teams aligns with our commitment to operational excellence as we scale our revolutionary service with farmers." 

Debra is a graduate of the University of Michigan's Stephen M. Ross School of Business. 

About UpTerra

UpTerra's proprietary technology-based services structures irrigation water at the molecular level to instantly reduce surface tension and increase permeability. Proprietary biofrequencies are imprinted into the water and transmitted to the soil and crop. As a result, water permeates soil rapidly, expanding root zone and mass, increasing nutrient uptake, improving soil structure and microbiology, resulting in more resilient and nutrient-rich crops. 

The UpTerra system reduces input costs, improves soil health, and maximizes yield and nutritional quality for conventional, organic and regenerative farms, ultimately improving farm profitability and the quality and resilience of our food supply. Nothing has a greater impact on human health and the health of the planet than how our food is grown.

To learn more, visit www.upterra.co.

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SOURCE UpTerra