In recent years, regenerative agriculture has been one of the biggest production trends. Many major food producers are not niche players. They have adopted regenerative farming methods and plan to extend them into the future.
What are consumers’ opinions on regenerative farming? How important is the consumer’s demand to drive industry change?
What do consumers really know about the regenerative agricultural industry?
In recent years, regenerative agriculture became mainstream. It is being referred to by podcasters like Joe Rogan, and companies like Wildfarmed use it as a selling point.
According to the EIT Food report of 2024, European consumers have a positive attitude towards regenerative farming, while they are often proud of their traditional agricultural practices.
The report indicates that consumers do not seem to be too concerned about agricultural practices. You can find out more about this by clicking here. Concerned about the chemicals used in production. According to the report this could add to the appeal regenerative farming.
Many consumers confuse regenerative farming with organic agriculture.
Many consumers, however, believe that it is applicable only to local or small farms. They believe that it could increase food prices.
In a report by Regenefied on US consumers, 68% of “values-based shoppers” have heard about regenerative farming but only 37% say they understand it. The awareness of regenerative agriculture has increased steadily from 2019 to 2024.
Does consumer demand play a major role in the transition to renewable energy?
Nestle, Danone and Mondelez International have all taken regenerative agricultural measures.
How important is consumer demand in promoting these initiatives? Other factors are involved?
We see a growing interest among consumers in regenerative farming. Nestle’s spokesperson explains that in Europe consumers are increasingly relating regenerative farming to environmental benefits, soil quality, and biodiversity.
Nestle chose to focus on supply chain stability over consumer demand when launching initiatives to promote regenerative farming.
As a business that deals in food, beverages and nutrition, we are dependent on nature for raw materials to produce our products. We must ensure this supply chain can withstand the effects of climate change.
Nestle views its investment in sustainable agriculture as an “advantage” for the company, because it allows them to increase their resilience.
Danone, like Nestle has also seen a significant increase in consumer demand for sustainable agriculture. Danone’s spokesperson explains that consumers now select brands which reflect their desire for healthier, more sustainable foods.
Danone believes that the consumer’s demand is a major driver in its shift to regenerative farming.
We’re dedicated to communicating in plain language to consumers the value of sustainability of our products. This includes the advantages of regenerative farming. This builds brand loyalty, increases trust and allows consumers to make better choices.
As with Nestle, the goal of a resilient supply chain is a major reason to transition to regenerative farming. The spokesperson explains that Danone can make its supply chain ‘futureproof” by using regenerative farming.
PepsiCo’s programmes for regenerative farming are also driven by this principle.
Archana Jaguarnthan, EMEA’s chief sustainability officer, explains that “our investment in regenerative farming is part of our commitment to build a resilient and sustainable food systems of which agriculture forms the basis.”
What is corporate regenerative farming?
Nestle Nestle’s spokesperson stated that 21,3% of their ingredients come from farms practicing regenerative farming. By 2030, the company wants to achieve 50%. Nestle, a spokesperson for the company, said that while there was no official definition, they “considered that regenerative farming is an approach that is aimed at conserving and restoring farmland, and its ecosystem.” The definition of regenerative agriculture is based on the SAI definition, FAO definition, and OP2B.
Danone Danone launched a wide range of regenerative agricultural programmes in 2017 across many countries, including USA, France, Poland and Romania. It began to adopt the Sustainable Agriculture Initiative (SAI), Regenerating Together Framework in 2024. By 2024, it will be sourcing 39% of the key ingredients from farms who have already “begun” using regenerative farming practices. Regenerative Agriculture is defined as a “holistic approach to farming that, when combined with farm efficiency and technology improvements, seeks to improve farm resilience, deliver positive impacts to nature, farmers and animal welfare, through multiple benefits nature can provide.
PepsiCo PepsiCo wants to expand “regenerative, restorative, or protective practices” Archana J. Jagannathan is the chief sustainability officer in EMEA. By 2024 this figure had reached 3.5m. Our definition of regenerative farming focuses on outcomes that are measurable to restore and improve ecosystems. A hectare is considered to be regenerative if the practices used in farming deliver quantitative improvements for at least two environmental outcomes. The outcomes can include improving soil health, climate adaptation and mitigation, increasing biodiversity or improving farmer and community livelihoods.
Mondelez International Mondelez International promotes regenerative farming through initiatives like Harmony Wheat. Farmers dedicate at least 3 percent of their fields to flower planting to support local ecology.