[MONDAY MINUTE] Why You’re Being Fooled by "Regenerative" Labels

Did you know arguably the “hottest movement” in agriculture doesn’t have a federally regulated definition? While regenerative agriculture is generally understood as a holistic farming practice that prioritizes soil health, carbon sequestration, biodiversity, and water capture…there’s differing opinions around if it should include a foundation of organic, chemical-free farming practices. And you might be wondering why you should care, right? Well, for the majority shoppers that stated they were willing to pay a premium for products grown using regenerative methods, wouldn’t you be upset if your hard-earned money got wasted on items produced using carcinogenic substances or synthetic agricultural chemicals? Despite a 4x increase in U.S. consumers recognizing “regenerative agriculture,” the formal term is still in its infancy. Therefore, without uniformity around standards…the term “regenerative agriculture” could quickly become meaningless.