How We Define Regenerative Ag Will Shape Our Supply Chains

How Long Can We Go Without A Universal Definition?

Without a universal definition for regenerative agriculture, the runway is clear for the movement to take off in any direction it wants.  A recent survey by Kiss the Ground reveals consumer awareness of the term is up.  The organization believes that consumer demand will drive the movement forward faster than policy ever could. So, what do consumers really think about regenerative agriculture and how could their opinions shape future supply chains?

Do Regenerative Concepts Influence Consumer Spending?

Kiss the Ground’s survey showed a 6% increase in awareness over a twelve month period.  But, familiarity with a new agricultural buzzword doesn’t directly translate to the concept being understood in its entirety and it begs a larger question; does the word regenerative hold sway over purchasing decisions? 

When asked to pick just one word to define the scope of regenerative agriculture we all might struggle.  Soil health, nutrient density, resilience, and chemical free are just a few terms used to shape regenerative definitions. It is even framed in light of economic, social and environmental causes. Is it meant to boost farm yields and reduce costs for consumers?  Or, is it more about restoring biodiverse ecosystems and minimizing pollutants?  There are general principles that are considered regenerative but no hard and fast checklist that qualifies a farm as regenerative.

Lack of definition makes the shopping experience confusing. Consumers are already blasted with terms like fresh, sustainable, and natural which have all become vague in meaning.  Will it matter to a shopper if a farm has made an effort to improve biodiversity but still uses synthetic inputs that deplete soil nutrients?  We are not only considering who gets to claim regenerative, we are shaping how it's conveyed to the average shopper making decisions in the grocery aisle.

To the mindful consumer, it may not matter how a specific farm achieves regenerative status as long as, overall, the needle is moving in a holistic direction.  A simple regenerative stamp on a product means they supported health of some sort with their purchase.  

For others, adding another label to the mix could draw out skepticism.  Consumers are leery of greenwashing and any product that might make unsubstantiated claims to secure premium pricing in the supermarket lineup.  A Purdue study found that while more than half of consumers say they would be inclined to purchase regenerative products, even if they cost more, in practice, participants were more likely to choose affordability instead.  In general, the regenerative minded consumers are already shopping at stores like Whole Foods where identifying products that prioritize nutrient density, the environment and working conditions for laborers is an easier task.

A Farmer’s Perspective on Regenerative Agriculture

Premium pricing, or even capturing a larger percentage of the consumer market,  isn’t guaranteed for producers. If there is a checklist of qualifications to achieve regenerative status, then there is a financial investment for a farm family. Marketing without clear demand could do real damage to farmers who feel pressured to shift practices for the sake of a label.  How many hoops will a farming operation need to jump through in order to go to market with the right label and can they truly make a profit if they do?

At the same time, we can’t disqualify farms when we have no universal standard of governance.  The term regenerative agriculture is out there and more consumers are becoming familiar with its wide array of definitions, but they can’t set foot on every farm to see the term in action.  They have to rely on a label to make a decision.  A label requires universal standards and a system to test or regulate those standards. Without it, farmers are shooting arrows at a pretty blurry target and consumers are qualifying products based on zero metrics of success.

What makes a farmer decide to change their methodology? If regenerative agriculture costs something extra to achieve, then a farm needs to secure premium pricing for their products.  But, if everyone is adopting a regenerative practice then which products are premium?  A saturated market means the farmer who changes nothing might come to market with the cheapest goods and land more customers.  Their soil might not be as healthy as their neighbor’s, but their bank account is in good condition.

Now, if the regenerative shift actually boosts yield or decreases costs somewhere else or creates a new income stream, then a farm might be inclined to make the change.  If they also get premium pricing for their products, that's a great bonus to building a more efficient system.

Supply Chain Logistics of Regenerative Agriculture

Regenerative agriculture extends beyond farms and grocery stores.  How we choose to define regenerative practices could reshape our supply chains; creating or destroying economic opportunities.  The movement is barreling forward even without substantial consumer demand to drive it.  Are companies claiming a spot on the bandwagon before regenerative agriculture is more strictly governed in the hope of cashing in on vague definitions or, do the numbers suggest that scaling a regenerative perception is possible?  

Without absolute definitions, tests and regulations we could quickly find ourselves with a diluted movement.  A seed company taking a hard stance on no till farming while simultaneously selling genetically modified varieties known to jeopardize soil health walks a fine line when it comes to greenwashing.  A crop input derived from the byproduct of industry rather than organic microbes teeters on the edge of creating a different kind of synthetic product, but there is no test to prove which is which.  We may have found a new way to use molasses or sell a different crop variety, but we haven’t increased the health of the farm.  Regenerative then is just an economic tool to create new industries.

It isn’t terrible to think that new products and systems will be birthed out of the regenerative movement.  Giving purpose to a byproduct or diversifying a business are generally considered positives.  Swing the gate too wide and we lose the components that make the regenerative movement valuable.  Make it too narrow and we make it unattainable.