From Startups to Multinationals, Regenerative Agriculture Reshapes the Food Business
By Steven Hoffman
As climate change accelerates, the food industry faces a paradox: It is both a driver of ecological degradation and a potential solution. Agriculture accounts for about a quarter of global greenhouse gas emissions, yet it also has the capacity to sequester carbon and rebuild ecosystems. At the center of this opportunity sits regenerative agriculture – a set of practices that go beyond “sustainable” to actively rebuild soil, restore biodiversity, and promote community health and the health of local economies.
In business terms, regenerative agriculture is moving from philosophy to label. Much as “organic” transformed consumer expectations in the 1990s and early 2000s, “regenerative” is quickly becoming one of the fastest-growing claims appearing on food and beverage products. Retailers, too, are beginning to carve out shelf space for regenerative brands, echoing the early days of organic.
The rise of regenerative can be attributed in great part to the fact that, according to GLOW/NielsenIQ surveys, 70% of consumers consider environmental responsibility more important than they did just two years ago, and 90% see eco-friendliness as a key decision criteria. Over 78% of consumers aged 18-24 believe the current food system is not sustainable and is a major cause of the climate crisis, reported Errol Schweizer on Sept. 22, 2025, in Forbes.
For companies across the value chain – from Roaring Fork Mill, a family-run mill working to restore heirloom grain farming in the Rocky Mountain West, to Lundberg Family Farms, which recently converted all of its organic rice production to Regenerative Organic Certified, and to multinationals including McDonald’s, PepsiCo, General Mills, Nestlé, and others – adopting regenerative practices represents not just climate responsibility, but it also gives them a competitive edge in a changing marketplace.
What Regenerative Agriculture Means
The concept of regeneration is not new. Farmers and Indigenous communities have practiced soil-restoring methods — such as cover cropping, crop rotation, and integrated livestock management — for centuries. What distinguishes modern regenerative agriculture, as coined by Robert Rodale in the late 1970s, is its intentional framing as a climate strategy, ecosystem rebuilder, and market driver.
At its core, regenerative agriculture refers to farming and grazing practices that restore soil health, increase biodiversity, improve water cycles, and strengthen the resilience of agricultural regions. These practices, which vary according to crop, climate, and ecosystem, are helping to rebuild soils, sequester carbon, and revitalize farming communities. While not all regenerative standards are based on organic principles, many proponents argue that organic remains a baseline for regenerative practices.
The Regenerative Organic Certified (ROC) standard, launched by the Regenerative Organic Alliance (ROA) in 2017, represents the most rigorous framework for these practices worldwide. Unlike other regenerative programs, ROC prohibits the use of synthetic pesticides and fertilizers, which the organization asserts contribute to the climate crisis. ROC certification includes requirements for practices that respect animal welfare and promote social fairness.
The results are becoming measurable. According to industry data released by ROA in September 2025, ROC practices now span nearly 20 million acres across 46 countries, involving more than 67,000 smallholder farms and 320 participating brands.
From Niche to Mainstream: Market Momentum
Consumer demand is pushing regenerative agriculture into the mainstream. Products carrying the ROC label have grown 45% year-to-date, with retail sales up $20 million, representing a 24% jump over the previous year, according to ROA. Such growth is remarkable given that regenerative certification is relatively new, and it demonstrates that consumer appetite for climate-friendly products extends beyond niche markets, according to the organization.
Several pioneering brands working with the Regenerative Organic Alliance illustrate how regenerative claims are translating into market share:
- Dr. Bronner’s, the natural soap leader, has worked with more than 18,000 smallholder farmers to convert 52,000 acres to ROC standards.
- Lundberg Family Farms, known for its California-grown rice, has transitioned all of the organic rice it grows to ROC. The company reports that 65% of its consumers actively seek ROC products, creating clear market differentiation.
- Applegate, a leader in organic meats, converted 100% of the beef in its organic hot dogs to ROC in 2025, touching nearly 10 million acres, the company claims. Label research found that adding the regenerative claim increased purchase consideration significantly among hot dog buyers, a signal to CPG marketers that the regenerative label stands out in crowded categories.
- Gallant International, a private-label textiles company, has grown its farmer network from 700 to 1,250 in just three years to meet demand for ROC cotton.
- Patagonia continues to invest in regenerative supply chains through its clothing and also via its food division, Patagonia Provisions, and also through its membership in coalitions such as One Planet Business for Biodiversity.
“Regenerative organic farming practices can draw down carbon instead of releasing it, enhance ecosystem biodiversity instead of degrading it, and increase nutrient density instead of depleting it,” said Lundberg Family Farms CEO Craig Stevenson. “People say it can’t be done at scale, but we’re bringing ROC rice to every category of our portfolio, showing that when farmers commit to regeneration, the result is healthier food, stronger ecosystems, and real progress in the fight against climate change.”
The Multinational Pivot
While smaller players often lead the way, the sheer scale of agriculture requires buy-in from multinational corporations. In recent years, some of the world’s largest food companies have made highly publicized commitments to regenerative agriculture:
- General Mills pledged to advance regenerative practices across one million acres by 2030. Five years in, progress reports show that farmers are seeing improved soil health and reduced input costs, though scaling challenges remain.
- PepsiCo launched regenerative potato farming initiatives in Latin America, tying regenerative practices to the sustainability of its Lay’s and Sabritas brands. The company is also part of the Step Up for Agriculture Initiative, a collaboration with major retailers and other food and beverage companies to scale regenerative agriculture through locally tailored support systems.
- McDonald’s announced a $200 million investment in regenerative practices in 2025, targeting beef, potato, and dairy supply chains.
- Nestlé has embedded regenerative agriculture into its cocoa sourcing strategy, linking it to deforestation reduction goals.
- Archer Daniels Midland (ADM) in September 2025 released its third annual report, which announced that in 2024 the company engaged more than 5 million acres in advancing regenerative agriculture practices.
- Mondelez International announced in May 2025 a “new wave of impact-first investments,” including an investment in eAgronom, an ag-tech company supporting the transition to regenerative agriculture to improve soil health, reduce carbon emissions, and “enhance financial resilience through sustainable practices.”
Collectively, these companies signal that regenerative agriculture is no longer a fringe concept but an integral part of corporate climate strategy. By joining efforts such as the Step Up for Agriculture Initiative and One Planet Business for Biodiversity, they also acknowledge that collaborative approaches are needed to scale regenerative systems globally.
Certifications and Standards: Who Defines “Regenerative?”
As regenerative agriculture has gained traction, the number of new product entries with regenerative claims on the label has surged across categories. Yet, as the USDA has not regulated any standard for regenerative agriculture, questions of definition, standards, and credibility remain, leading to the emergence of a number of regenerative certification seals, creating both momentum and some confusion.
Amazon-owned Whole Foods Market allows four regenerative agriculture certifications to appear on front-of-package claims in its stores: Regenerative Organic Certified (ROC), Certified Regenified, Certified Regenerative by A Greener World, and Ecological Outcome Verified by Land to Market (see below). The retailer does not recognize organic as the only baseline standard for regenerative practices, which is one reason it accepts more certifications than just ROC, the Observer reported.
For business leaders, however, the takeaway is clear: certification matters. Manufacturers may complain about the need for a parade of seals across the front panel of a food package, yet it comes down to the fact that consumers (and investors) increasingly demand third-party verification to avoid “greenwashing” and to ensure label claims such as “fair trade” or “gluten free” are true. The same applies to regenerative agriculture claims made on a product label.
According to Ken Roseboro, reporting in February 2025 in The Organic & Non-GMO Report, demand for regenerative certification has been overwhelming. Today, several certification programs provide frameworks for brands and farmers:
- Regenerative Organic Certified (ROC): Overseen by the Regenerative Organic Alliance, the ROC seal is widely considered the gold standard because it integrates soil health, organic farming practices, animal welfare, and social fairness. According to a SPINS report published in August 2025, ROC products saw a 22% year-over-year increase in buyers, making it one of the fastest growing certifications in the country.
- Regenified certifies producers, brands, and supply partners committed to the adoption of regenerative agriculture, offering a seal to place on the label of certified products to signal to consumers that the product comes from a farm that is putting regenerative principles into action.
- Land to Market, created by the Savory Institute, works to connect brands with raw materials that come from verified regenerative land bases. The program verifies regenerative outcomes using ecological monitoring rather than prescriptive practices. Founded by Allan Savory, the program focuses primarily on livestock.
- A Greener World has established a set of standards for its Certified Regenerative program, which the organization says offers supply chain assurance for brands, processors, distributors, and others who want to assure customers of transparency.
- Soil & Climate Initiative, developed by Green America, offers a whole-systems, farm-to-shelf regenerative agriculture program with options for third-party verification.
- Rainforest Alliance in September 2025 announced the launch of a new regenerative agriculture standard, certification program, and seal for coffee, expected to appear on consumer coffee bags in 2026.
Investor Interest in Regenerative Food Systems
Behind the consumer-facing story lies another trend: a surge of capital into regenerative food and agriculture. Impact investors, venture capitalists, and blended-finance funds are betting on regeneration as both a climate solution and a growth opportunity. For investors, regenerative agriculture represents an unusual convergence, offering measurable environmental impact alongside competitive financial returns, especially as consumer demand continues to climb.
As an investment category, regenerative food and agriculture systems raised $1.17 billion in funding in the first quarter of 2025, according to data released in April 2025 by the Regenerative Food Systems Investment (RFSI) group. RFSI, which hosts the annual Regenerative Food Systems Investment Forum, reports that almost half (46%) of all deals in Q1 2025 came from venture capital investment.
Recent investment highlights in regenerative food and agriculture include:
- Mad Capital, the investment arm created by leading consultancy Mad Agriculture dedicated to scaling regenerative agriculture systems, announced in September 2025 that it had closed a $78 million oversubscribed Perennial Fund II to finance regenerative organic food and agriculture.
- DiversiFund, launched in 2025 by an affiliate of Transformational Investing in Food Systems, introduced a new pooled-financing model for regenerative food systems, aiming for $100 million in capital commitments in 2026.
- TransCap Initiative, with financial support from the Walton Family Foundation and the Rockefeller Foundation, along with 20 leading investors, funders and farming organizations, announced in June 2025 that they were joining forces to design innovative financial infrastructure to align capital flows to accelerate regenerative agricultural production in the U.S. Midwest.
- Mirova, a French impact investment firm that manages more than $34 billion in assets, is financing a portfolio of 12 regenerative agriculture projects across Latin America, Africa, and Asia, focusing on crops such as cacao, citrus, coffee, nuts, and botanical ingredients. One project currently underway in Morocco is converting conventional citrus orchards to regenerative organic practices. The World Economic Forum in September 2025 called on the global food industry to “embrace regenerative agriculture now.”
- Zintinus, a German investment firm managing $175 million, projects that regenerative agriculture will be a key part of a $4.5 trillion business opportunity in 2030 associated with 10 “critical transitions,” including organic foods, diversifying protein, reducing food waste, restoring ecosystems and promoting resilient rural economies.
What’s Next?
Despite momentum, regenerative agriculture still faces critical challenges, such as scaling. Can regenerative methods be deployed across millions of acres quickly enough to make a dent in climate change? Can carbon sequestration from such farming practices be quantified? With multiple certification programs, how will the industry ensure consistent, credible standards and metrics? For farmers, transitioning to regenerative practices often requires upfront costs and new knowledge. Without financial support and assistance, many farmers will struggle to make the leap.
For consumers, while “organic” is now widely understood, “regenerative” is still emerging in the lexicon. Brands must invest in storytelling and education to connect the regenerative label to tangible benefits.
To address this, ROA announced in September 2025 that it has partnered with food tech company Edacious on a four-year study to test the nutritional makeup of Regenerative Organic Certified foods and to drive further awareness of the health benefits of ROC products. ROA and Edacious will analyze more than 200 food products bearing the ROC seal. “With Edacious and the Regenerative Organic Alliance, this data becomes more than numbers: it becomes a story about how regenerative organic systems deliver measurable nutritional benefits,” Eric Smith, CEO of Edacious, told AgFunderNews.
For producers, practices such as no-till farming, cover cropping and rotational grazing are presented as effective solutions to restore soil organic carbon and improve soil health, ultimately increasing farm profitability and resilience against climate change. But how do you measure that? Researchers from the Soil Health Institute, University of Vermont Agricultural Research Service, the Regenerative Viticulture Foundation, Agoro and elsewhere are currently addressing that question by developing tools and methods to measure and quantify carbon sequestration in regenerative soils – key data for farmers, agriculturalists, climate change experts, policymakers and others.
The rise of the regenerative label reflects more than a marketing trend — it signals a strategic pivot for an industry under pressure from climate change, shifting consumer values, and investor scrutiny. For small brands, regeneration offers differentiation and authenticity. For multinationals, it represents risk management and brand relevance. For investors, it provides a rare dual return: financial performance and measurable climate impact. Much as the organic label reshaped food markets over the last 30 years, regenerative is poised to redefine them in the decades ahead. The question is no longer whether regenerative agriculture can scale, but how quickly — and who will lead the transition.
Momentum is building. As Christopher Gergen, CEO of the Regenerative Organic Alliance, noted, “Nearly 20 million acres are already under regenerative organic management, and with accelerating adoption rates and growing consumer demand creating clear market incentives, the movement is shifting from an emerging practice to a mainstream business and climate strategy.”
Steven Hoffman is Managing Director of Compass Natural Marketing, a strategic communications and brand development agency serving the natural and organic products industry. Learn more at www.compassnatural.com.
Roaring Fork Mill Wins Sustainability-First Shelfie Award from Startup CPG
Mill Also Secures USDA Grant to Grow Regional Grain Supply Chains
CARBONDALE, Colo. (Sept. 16, 2025) — Roaring Fork Mill, a family-owned Regenerative Organic Certified® (ROC) stone mill in Colorado’s Roaring Fork Valley, is celebrating two major milestones: recognition as the winner of the Sustainability-First Award at the Shelfies, Startup CPG’s annual awards program, and the receipt of a USDA Business Builder Grant supporting its mission to strengthen regional grain supply chains. ROC is the highest standard in agriculture, requiring rigorous practices that prioritize soil health, animal welfare, and social fairness — values at the core of Roaring Fork Mill’s work.
At the Shelfies, Roaring Fork Mill was honored with the inaugural Sustainability-First Award, sponsored by Green Spoon. The award recognizes brands that prioritize people and planet above profit. Roaring Fork Mill stood out for its exclusive use of non-GMO grains grown by Colorado farmers using regenerative organic practices, with a focus on ancient and heritage wheats that require less water and fewer inputs and protect vital topsoil nutrients.
“We’re honored to be recognized by Startup CPG and Green Spoon for the values that guide our work every day,” said Jacob Trumbull, Founder of Roaring Fork Mill. “From our farmers to our stone mill, we are committed to proving that local grains, grown with care for soil health, can be both good for people and good for the planet.”
Startup CPG launched the Shelfies to celebrate emerging brands making a difference in food and beverage. This year’s awards included the first-ever Sustainability-First category, a reflection of the growing emphasis on climate-friendly innovation.
“A big congratulations to Roaring Fork Mill on winning our first ever Sustainability Shelfie Award, presented by our friends at Green Spoon Sales,” said Daniel Scharff, CEO of Startup CPG. “We're really proud of Jacob and his team putting sustainability into practice and we're so excited to recognize their efforts with this award."
Roaring Fork Mill is also a participant in Green Spoon’s Take Root accelerator, which provides early-stage, disruptive brands with retail sales and promotional support to help them scale.
“It’s inspiring to see Roaring Fork Mill recognized with the first-ever Sustainability Shelfie award,” said Green Spoon CEO and Co-Founder Kari Pedriana. “Their commitment to regenerative organic grains and regional farmer partnerships is exactly the kind of bold, planet-forward approach our industry needs to lift up and support.”
USDA Business Builder Grant
In addition to its Shelfies recognition, Roaring Fork Mill was awarded a USDA Business Builder Grant through the USDA’s Regional Food Business Centers (RFBCs). The grant program provides direct financial assistance to small and mid-sized farm and food businesses to expand local and regional supply chains. With this support, Roaring Fork Mill will continue investing in farmer partnerships, infrastructure, and consumer education around the benefits of regenerative organic grains.
“These two honors — one from our peers in the natural products community, and one from the USDA — give us significant momentum to keep building a resilient grain economy rooted in the Rocky Mountain West,” Trumbull added.
About Roaring Fork Mill
Founded in 2022, Roaring Fork Mill is a family owned Regenerative Organic Certified® stone flour mill based in Carbondale, Colorado. Sourcing heirloom grains from local farmers using regenerative practices, the mill produces premium flours for home bakers, chefs, and food producers. Roaring Fork Mill is also the only flour company in the U.S. with Upcycled Certified® baked goods. Products are available online and for wholesale. Visit the website and follow Roaring Fork Mill on Instagram, LinkedIn, and Facebook. “A big congratulations to Roaring Fork Mill on winning our first ever Sustainability Shelfie Award, presented by our friends at Green Spoon Sales,” said Daniel Scharff, CEO of Startup CPG. “We're really proud of Jacob and his team putting sustainability into practice and we're so excited to recognize their efforts with this award."
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Is 2024 the Year Regenerative Agriculture Takes Root?
This article first appeared in Presence Marketing’s January 2024 newsletter.
By Steven Hoffman
In 1942, J.I. Rodale first popularized the term organic in the U.S. with the launch of Organic Farming and Gardening Magazine. Some 45 years later, in the 1970s, J.I.’s son Robert Rodale introduced the phrase “regenerative organic.” Robert’s goal was to describe an approach to farming that combined organic practices with a more holistic approach to land management and a focus on rebuilding soil health. Yet it’s only been in the past few years that the term has gained more widespread traction.
With the release in 2023 of two full-length feature documentary films, Common Ground and Organic Rising, along with increased adoption among farmers and producers, awareness of regenerative agriculture is set to gain ground in the coming year among large-scale food manufacturers, policymakers, researchers, the general public and more. Today, advocates of regenerative agriculture say it is the best way to produce healthier food and promote local and rural economies. And, by sequestering carbon back into soils, it can also play a significant role in mitigating climate change.
“2024 indeed will be marked as the year of regenerative agriculture. Why? We are closing in on a tipping point of awareness and collective action is being realized on a huge scale. Not only is soil and regenerative agriculture finally making its way as a leading climate, water and health solution, but we are also showing up as one of the biggest economic solutions for rural economies and businesses across the world,” said Finian Makepeace, Co-founder and Chief Strategy Officer of the nonprofit organization Kiss the Ground and Producer of the films Kiss the Ground and its sequel Common Ground.
“With the recent film Common Ground, and many other feature films and shows in this space sharing the story along with the incredible build of awareness brought on by Save Soil and others, we are seeing a dramatic increase in people comprehending the soil solution. With brands and businesses, there are huge commitments around regenerative agriculture for 2030. I believe 2024 will be a year of turning on those actions and increasing the integrity of their proposed programs. Regarding regenerative agriculture, I feel that 2024 will be the year that the world’s regen leaders find common ground and agree upon a definition that will allow for many more to work and support this space functionally,” Makepeace added.
“I do think that 2024 could be the best year yet for regenerative agriculture. While there is still disagreement over the definition, there is significant consensus that it includes a keen focus on building soil health, enhancing biodiversity, humanely integrating livestock and including worker fairness. New certification and verification programs like Regenerative Organic Certified, Certified Regenified, and Soil & Climate Health provide a lot of support and tools for farmers who want to incorporate more regenerative practices,” said Elizabeth Candelario, Director of Strategic Partnerships for MAD Agriculture, an organization that works with farmers and industry to advance regenerative practices.
In addition, Candelario said, “While their motivations may vary — from mission alignment to strengthening supply chains to mandatory ESG reporting — food companies are (finally) paying attention to the agriculture that is producing their ingredients. And food was finally on the table at the recent COP28 climate summit. The conference opened with a declaration on sustainable agriculture, signed by more than 130 countries, and ended with a final agreement that acknowledges for the first time that sustainable agriculture needs to be included in climate change solutions.”
Regenerative Products Sales Take Off
Now, the marketplace is responding. According to the Regenerative Organic Alliance Impact Report 2022 – 2023, sales of Regenerative Organic Certified (ROC®) products grew an average of 22% from EOY 2022 to EOY 2023, with sales totaling nearly $40 million in 2023. Companies including Dr. Bronner’s, Patagonia, Lundberg Family Farms, Manitoba Harvest, Bonterra and others are leading the certification efforts and serving as role models for other brands.
According to the Impact Report and based on SPINS data, revenue from sales of ROC® products in natural and multi-outlet grocers increased by one-third compared to the same period in the previous year. In addition, the number of ROC® SKUs in the market increased nearly forty-fold in 2023, “indicative of continued growth potential,” the report said. “By offering Regenerative Organic Certified products, brands are responding to the consumer desire to have their purchase make a positive impact at every level: environmentally, ethically, and socially,” the report concluded.
Globally, the market size for regenerative agriculture reached US$975.2 million in 2022, and is projected to be worth US$4.3 billion by 2032, poised to grow at a CAGR of 15.97% from 2023 to 2032, according to a June 2023 report from Precedence Research. North America generated more than 37% of the revenue share in 2022, Precedence Research reported.
While regenerative agriculture practices aren’t yet familiar to most Americans (just one in five consumers surveyed by Food Insight in 2022 said they’d heard of regenerative agriculture), 73% of consumers agreed they would be more likely to trust retailers and brands that implement regenerative agriculture programs, and 72% agreed that they would be more like to purchase from them, Supermarket Perimeter reported in October 2023.
Major retailers are taking notice. In December 2023, Whole Foods Market announced that it had implemented new standards to protect pollinator health. As such, the retailer will now require all fresh produce and floral suppliers to implement supply chain practices that help protect honeybees and other native pollinators.
Speaking to executives at Progressive Grocer’s Grocery Impact conference in November 2023, Whole Foods CEO Jason Buechle said, “Whole Foods Market invites you to help us start a ripple effect of change that will fix our broken food system. The decisions we make as a business — even the smallest ones — in how food is raised and grown today can have a profound and lasting impact on nourishing people and the planet for future generations to come. One of the biggest challenges our food system is facing now and will continue [to face] in the future is the climate crisis. If we continue farming in the large-scale, mechanized way that much of the industry currently does, our topsoil is not going to have the nutrient density it needs to grow the foods we know and love today,” Buechle said.
To address this challenge, Buechle reported that the retailer is working with farmers, ranchers, suppliers, scientists and other experts, as well as leading organizations, to leverage regenerative agriculture to evolve the practices used to grow, raise and produce the products that it sells. A focus on regenerative agriculture and responsible sourcing is an essential part of the retailer’s value proposition, which remains strong despite the mainstreaming of natural foods and the effects of inflation on consumer spending, according to Buechle.
Regenerative Food and Agriculture in 2024
In October 2023, Forbes reported that water stewardship will one of the biggest food trends in 2024. “As the tides of environmental consciousness continue to shape consumer choices, it is no wonder that water stewardship is set to become one of the top food trends for 2024,” wrote Senior Contributor Daphne Ewing-Chow.
“The global agri-food industry— valued at $6 trillion— is one of the most highly exposed to water risks, with water stress impacting many of the world’s largest food-exporting countries. Paradoxically, despite mounting perils to both food and water security stemming from water depletion, pollution, and climate-induced droughts, the food and agri-business sector is a chief contributor to the problem, accounting for a substantial 70% of all freshwater withdrawals,” she continued.
According to Ewing-Chow, “Regenerative agriculture plays a pivotal role in enhancing soil health, facilitating nutrient retention, bolstering natural resilience to environmental challenges, and mitigating erosion. This contributes to the conservation of water resources and the enhancement of ecosystem water quality, reducing the volume of water required for farming activities and decreasing harmful water and nutrient runoff from agricultural lands.”
Forbes also reported that in September 2023, SAI Platform, a network comprising 170 major food companies dedicated to sustainability, unveiled a global framework outlining the transition to regenerative agriculture for food businesses. A number of mainstream food brands such as Unilever, Nestlé, McDonald’s, Danone, and General Mills have already committed their support for regenerative agriculture, Forbes reported.
Greater technical innovation and research into regenerative agriculture will continue over the coming year, the Global Ag Tech Initiative predicted in its December 2023 report, 5 AgTech Trends to Watch in 2024. “Essentially mimicking natural process and biodiversity on agricultural land, the ultimate aim of regenerative agriculture is to improve soil health in order to boost yield. To address the challenges of climate change and feed a global population of over 8 billion, regenerative agriculture is vital. Digital tools use accurate, up-to-date data to create tailored regenerative agriculture solutions. These consider soil conditions, weather conditions, microclimates, and current crop growth or land use, as well as individual budgets and local regulations. Platforms offering site specific data will likely reign supreme in 2024. A view of sustainability that extends beyond simple carbon metrics and one-size-fits-all solutions is necessary and will enable the establishment of realistic, actionable objectives for growers, promoting sustainability and formulating strategies tailored to local environments,” the report said.
Beyond Food – Regenerative Fashion Threads the Needle
On the textile and fiber front, companies including fashion leader Mango will begin incorporating regeneratively grown cotton into its 2024 fashion collections, the Fashion Network reported in December 2023. The company has partnered with Materra, a British-Indian company specializing in regenerative cotton cultivation, and said it will be able to ensure complete traceability across the value chain of its cotton, from seed to final garment.
“As a global fashion company, our intent is clear: to contribute to creating a fairer society and reduce the fashion industry’s impact on the environment. This is why we ally ourselves with key partners like Materra, which will help us accelerate our path to ensuring that 100% of the fibers we use are sustainable by 2030,” said Andrés Fernández, Mango’s director of sustainability and sourcing.
Other fashion brands driving regenerative agriculture initiatives include J.Crew, Prana, Terra Thread and other textile and fiber companies that are members of the Regenerative Organic Alliance. “Big fashion brands and independent labels are embracing regenerative agriculture as a win-win solution that could allow them to source climate-positive materials. The challenge is that the concept doesn’t have a singular definition, and without clear standards it risks becoming a tool for greenwashing,” Business of Fashion reported in August 2023.
California Could Define Regenerative
Speaking of a definition, beginning in January 2024, the California Department of Food and Agriculture (CDFA), in collaboration with the State Board of Food and Agriculture, will host a series of public listening sessions to receive comments to help define “regenerative agriculture.”
“As interest in ‘regenerative agriculture’ continues to grow, we are seeing the introduction and evolution of the term in California policies and programs,” CDFA said. “Incorporating a definition of regenerative agriculture for state policies and programs provides a science-based criterion for the designation or recognition of the term ‘regenerative’ in agriculture-related policies of the state. By defining ‘regenerative agriculture’ and its associated practices, we are working to formalize holistic methods of farming that are designed to protect, sustain and enhance natural resources on our farms and farming communities throughout California,” the agency said.
Max Goldberg, Editor and Publisher of Organic Insider, commented, “If California codifies or legally defines ‘regenerative agriculture’ … it will certainly raise the profile of this term among consumers and farmers may end up paying more attention to the way they manage their soil, which is a real positive. However, both the opportunity for greenwashing and the consequences for organic could be severe,” he cautioned.
“At its core, the regenerative agriculture controversy stems from the question of whether a farming practice can be truly ‘regenerative’ if super-toxic chemicals, such as glyphosate or dicamba, are applied to the crops. There is no question that the regenerative movement has brought incredible attention to soil health … and that it has led to very important steps forward in farming practices around the world. But with all of the positive developments, ‘regenerative’ is ripe for abuse and greenwashing, and the multinational chemical companies, who have no intention of minimizing the importance of GMO seeds and synthetic pesticides, are eagerly embracing the term,” Goldberg added.
Elizabeth Whitlow, Executive Director of the Regenerative Organic Alliance, which manages the Regenerative Organic Certified program, told Organic Insider that she believes that California needs to act with real caution. “There are many groups and farmers advocating for ‘regenerative agriculture’ that are doing some excellent and extremely vital work. My concern, however, is that if the state defines ‘regenerative agriculture’ and it excludes organic, it could have the unintended effect of actually doing a lot more harm than good. Bad actors greenwashing the term is a real threat, and all stakeholders in California’s organic industry need to be fully engaged and on board with how the state is going to define ‘regenerative agriculture.’ The stakes are very high, for both California and our entire country, and this process cannot be rushed,” she said.
Woody Harrelson’s Regenerative Reason for Hope
Three-time Oscar nominated actor and environmental activist Woody Harrelson, in a December 2023 Op-Ed in The Wrap, expressed that, after serving as a co-narrator on the film Common Ground, he is “no longer hopeless for the future.”
Harrelson writes:
We stand at a crossroads, facing two paths. One leads to climate chaos, food shortages, deserts expanding and a biodiversity crash. The other involves rethinking our relationship with nature by choosing regenerative agriculture. The regenerative path can give us abundant, nutritious food, thriving ecosystems and a future for generations to come.
I had a surreal moment when I met King Charles and he said he loved “Kiss the Ground” so much he personally sent it to 1,000 people. I hope the same is true of “Common Ground” – I hope thousands of people send the new documentary to thousands of their friends.
I’ve never been a big believer in the political process in this country, but I believe in people. Congress is currently debating something called the Farm Bill. There are a lot of good people in America, who deserve to eat clean food, and it would be refreshing to see Washington prioritize communities over commodities.
I’m no longer hopeless. I’m actually inspired. In fact, I’m committed to using my voice and activism to make the regenerative agriculture movement spread far and wide.
We don’t just need to support soil in the Farm Bill — we need to make the effort in every way we can, from turning our lawns into food gardens and our food waste into compost, to buying food from local regenerative farmers and ranchers. We all eat and we can all support the people who are doing the hard work to feed the world with healthy regenerative food. We can vote with our dollars.
One thing is for certain, it’s time for a change. Soil is our common ground.
Let’s make regenerative agriculture our priority.
Learn More
Growing Life: Regenerating Farming and Ranching, by André Leu, December 2021
Food Climate and Nature FAQs, The Nature Conservancy, Sept. 1, 2023
Regeneration International, a global nonprofit organization and educational resource
44th Annual EcoFarm Conference, Pacific Grove, California, Jan. 17-20, 2024
Regenerative Business Live, United Nations, New York, NY, May 7, 2024
Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media, and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We are for Better Alternatives. Contact steve@compassnaturalmarketing.com.
Peak State Coffee Unveils ‘Coffee with Benefits,’ the First Adaptogenic Mushroom-Infused Coffee in Reusable and Recyclable Cans
The company infuses functional mushrooms into premium, organic, whole coffee beans through a patented process, adding health benefits to people's daily routines.
BOULDER, Colo. (June 29, 2023) – Peak State Coffee, a leading provider of high-quality, organic coffee products, announces the limited release of “Coffee With Benefits” eco can. As part of the company’s commitment to environmental stewardship, the line of adaptogenic mushroom-infused premium organic coffee is now available in refillable and recyclable aluminum cans. This benefits the consumer with its ease of use and functionality of keeping coffee fresh, according to company founder and CEO Danny Walsh.
“Peak State is the world's first whole bean coffee with adaptogenic mushrooms, infused for daily wellness so that you can start your day in your Peak State,” Walsh said. The company is driven to share exceptional coffee, promote health and utilize business as a force for environmental good.
“We are on a mission to redefine the coffee experience and promote a sustainable future,” Walsh added. “By combining our love for exceptional coffee with the incredible health benefits of adaptogenic mushrooms, we aim to elevate the taste and functionality of coffee while championing sustainability. We believe that businesses have a responsibility to make positive environmental contributions, and we are dedicated to being part of that change.”
Peak State Coffee is transforming the coffee industry by eliminating taste-functionality compromises and raising the bar for sustainable practices. The company sources the highest quality, fair trade, organic and sustainably shade-grown coffee beans for low acidity and environmental sustainability. The Peak State team then roasts and infuses its coffee beans with organic extracts of full spectrum adaptogenic mushrooms from the U.S.
Since its launch in April 2020 in Boulder, Colorado, Peak State Coffee has garnered a loyal following of coffee enthusiasts who appreciate Peak State Coffee’s exceptional taste, health benefits and commitment to sustainable practices. The company is actively working toward offering a Regenerative Organic Certified coffee, with plans to introduce it to the brand’s product line in the summer.
Peak State “Coffee With Benefits” eco cans are available only through the Peak State Coffee website, with the goal of being on retail shelves this fall and via Amazon.
To stay updated on the latest news, product launches and promotions, follow Peak State Coffee on LinkedIn, Facebook and Instagram.
For wholesale inquiries, click here.
Peak State Coffee will be exhibiting at the Natural Products Expo East show Sept. 20-23, 2023, at Booth #4093, in the Naturally Network section of “Hot Products.” Expo East is the eastern U.S.’s leading natural and organic products trade exhibition and conference.
About Peak State Coffee
Based in Boulder, Colorado, Peak State Coffee is an emerging functional coffee brand dedicated to crafting exceptional coffee while promoting environmental responsibility and the health benefits of adaptogenic mushrooms. Founded in 2020 by Danny Walsh, the brand delivers a unique and nourishing coffee experience.
Inspiration for the brand came from health issues Walsh experienced that were made worse by stress. Turning to nature, Walsh learned to forage wild chaga mushrooms and brewed them in an immunity tea that slowly healed him. Dissatisfied with other mushroom coffees, and not wanting to compromise on taste, health or the planet, he developed Peak State’s whole bean coffee infusion process. Peak State sources the most sustainable coffee possible, all organic ingredients and donates 1% of all sales back to environmental conservation.
Media Contact
Steven Hoffman, steve@compassnatural.com
Note: Compass Natural Marketing developed this publicity for Peak State Coffee as the winner of the 2023 Naturally Boulder Pitch Slam. Contact us via info@compassnaturalmarketing.com to learn more about how we can support your brand with PR and marketing communications. Visit our client deck here.