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- #101 - Consumer Awareness of Regenerative? It’s Complicated.
#101 - Consumer Awareness of Regenerative? It’s Complicated.
More organizations are investing in consumer research focused on regenerative agriculture.
These reports showcase unique and insightful statistics, but what can we take away from the research as a whole?
🧠 Awareness is up – but understanding and action still lag behind.
👀 Shoppers say they care – but do their purchases reflect that?
📊 Confusing labels. Inflated intent.
To celebrate Earth Day and champion a regenerative future, 25 amazing brands from the ReGen Brands Coalition have teamed up to offer an incredible prize bundle worth more than $2,500!
Brother’s Bond Bourbon is spotlighting regenerative agriculture this Earth Month with a limited-edition Regenerative Grain Straight Bourbon, crafted from grains grown within 20 miles of their North Carolina distillery.
The brand’s SHAKE & STIR UP CHANGE campaign aims to inspire more sustainable sipping habits, support the transition of 100 million U.S. acres to regenerative agriculture by 2030, and amplify awareness through partnerships with Kiss the Ground and the Common Ground film team.
Available at major retailers nationwide, this award-winning bourbon blends sustainability with flavor, while donating a portion of every bottle sold to advance soil health and climate resilience.
Credit: Brother’s Bond
🍵 The Republic of Tea has launched a new Regenerative Organic Certified Tea Collection just in time for Earth Month, spotlighting its commitment to soil health, biodiversity, and ethical farming. The collection features three premium teas – Organic Tulsi, Organic Assam, and an Assam Black Iced Tea – now available online and at specialty retailers nationwide. (Tea & Coffee ↗)
🌍 New Seasons Market is teaming up with 50+ brands this Earth Month for its “Growing Better Together: 1% for Soil Health” campaign, donating 1% of April sales to Zero Foodprint to help farmers adopt regenerative practices. The Portland-based grocer is rallying community and industry support to fund soil health projects like holistic grazing, compost application, and cover cropping through the Restore NW Grant Program. (Progressive Grocer ↗)
👏 White Leaf Provisions is celebrating a major retail win as their regenerative organic applesauce rolls out to all Natural Grocers locations this May. (LinkedIn ↗)
🐄 Maple Hill Creamery has officially declared April 15 as National 100% Grass-Fed Organic Dairy Day to honor small family farms and spotlight the benefits of regenerative dairy. The initiative celebrates nutrient-rich, ethically produced dairy while encouraging consumers to support a more sustainable, farmer-led future for the industry. (PR Web ↗)
🍷 California Wine is entering a new era as viticulture visionary Jordan Lonborg joins Coastal Vineyard Care Associates to lead its regenerative farming initiatives. Known for helping Tablas Creek become the world’s first Regenerative Organic Certified vineyard, Lonborg is now transforming thousands of vineyard acres—from soil to glass—by prioritizing biodiversity, soil health, and sustainability without compromising luxury. (Fine Magazine ↗)
🥩 Force of Nature CEO Robby Sansom joined the Fitt Insider podcast to share how the brand is building a radically transparent, values-driven meat company grounded in regenerative agriculture. From testing every batch for antibiotics to reshaping consumer expectations around food pricing, the conversation dives deep into why transforming our food system starts with reconnecting consumers to the land, the animals, and the true cost of food. (YouTube ↗)
😥 North Carolina farmers are facing growing uncertainty as Trump’s escalating tariff war disrupts exports, inflates input costs, and rattles market confidence during a critical planting season. At Hickory Nut Gap, farmer Jamie Ager says the ripple effects are already hitting local meat producers, who worry that a recession could jeopardize demand for high-quality, regenerative products. (The Washington Post ↗)
🌿 Kokora is the latest venture from Ric Scalzo, the legendary founder of Gaia Herbs, bringing regenerative organic farming to the forefront of the supplement industry. Grown on his Costa Rica farm and processed with whole-plant, freeze-dried methods, Kokora’s new line of adaptogenic powders and capsules aims to raise the bar for purity, sustainability, and plant-powered wellness. (New Hope Network ↗)
Does anyone care…?
I can personally attest that imposter syndrome is a very real thing.
For a long time, I second-guessed our work:
Does anyone care?
Does it even matter?
Are we actually helping anyone?
I still have bad days and doubts, but the feedback we’ve received keeps me going (see graphic below).
I know our work is making an impact, which fuels my conviction to continue and expand it.
Can you chip in to help us grow this movement and deepen our impact?
(Even $10 goes a long way)
🛢️ La Tourangelle is looking for a Marketing Intern
🥩 Force of Nature is hiring a Product Marketing Manager / Director, Creative Director & Product Safety & Quality Analyst
🫘 SIMPLi is looking for a Director of Marketing & Accounting Manager
🐮 Painterland Sisters is hiring a Senior Events & Partnerships Manager, Social & Marketing Coordinator, Graphic Designer, & Customer Experience Manager
Mad Agriculture is diving deeper into storytelling with the launch of their new Substack — your go-to place for the behind-the-scenes, science-forward side of regeneration. This new platform will feature in-depth explorations of the real work happening on the ground.
Credit: Mad Agriculture
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