#97 - Full Expo Recap & Regen Awareness Trending Up

Episode Highlights:

• 🔥 Regen was well-represented at the show

• 👉 Why ROC™ is the leading regen certification

• 💥 Recoup & Wild Orchard dominate the Pitch Slam

• 💰 GoodSAM raises $9M Series A

• 🏆 11 regen brands and 6 regen products win NEXTYs

• 🤤 Our favorite new regenerative products

• ❤️ Spreading the love with I ❤️ REGEN

• 📈 Our top non-regen trends and insights

• 🚀 Promising new data for increasing consumer demand

• 🗣️ Powerful soundbites we saved to share

• Don’t have time for the full episode? 😵‍💫 

• Check out the recap! 🙃 

• Everything you need to know in less than 5 minutes. 🥳

🌱 Join Climate Collaborative and Alisa Knapp (Grows Together) for an interactive 90-minute session exploring how food and grocery companies can integrate climate-resilient crops into their supply chains. With growing supply chain challenges, this workshop provides actionable strategies to enhance innovation, resilience, and sustainability in ingredient sourcing.

The event is on Tuesday, April 15th at 1:00 - 2:30 PM Eastern and is virtual

🍎 Join us at RegenerativeNYC on April 22nd and 23rd for two action-packed days of conversations, connections, and community—all centered around growing the regenerative movement!

Join in the fun and get 20% off using code "REGENBRANDS" at checkout:

What’s the current state of consumer awareness and demand for regenerative products?

We’ve aggregated the latest research to help you understand:

1️⃣ 68% of values-based shoppers are now aware of regenerative agriculture (Regenified, Oct 2024)

2️⃣ But, affordability still trumps environmental benefits when it comes to food choices (Purdue Center for Food Demand Analysis & Sustainability, Dec 2024)

3️⃣ And while consumers are interested, they’re not always willing to pay a premium for “regenerative” labels (International Food Information Council, Feb 2022)

👉 Kiss the Ground 2025 Research Reveals Undeniable Momentum in the Regenerative Movement Yet a Massive Disconnect within our Food System

• Awareness of regenerative agriculture as a solution for health, water, and climate crises has nearly doubled in 18 months, signaling growing momentum toward a cultural tipping point.

• Despite increasing concern for personal wellness and food quality, most consumers remain disconnected from how food is produced—only 8% have spoken to a farmer, and confusion over food labels is widespread.

🍦 Alec's Ice Cream debuted probiotic, single-serve ice cream cups at Expo West, featuring A2 dairy and regenerative ingredients. With flavors like Mint Chocolate Cookie and Dark Chocolate Honeycomb Crunch, these treats blend digestive support with sustainable sourcing for a better-for-you indulgence. (Trendhunter ↗)

🚀 StarWalker Organic Farms, Ice Cream For Bears, and other standout brands showcased a return to nature at Expo West 2025, where honey and jerky took center stage as clean-label ingredients for indulgent and functional products. (Forbes ↗)

🔥 Lil Bucks, Kodiak Cakes, Purely Elizabeth, and Seven Sundays are redefining granola as an all-day functional snack, showcasing protein-packed and regenerative ingredient innovations at Expo West. (Forbes ↗)

🌍 S2G, a leading food and agriculture investor, highlighted regenerative agriculture as a standout trend at Expo West, alongside the surge in functional beverages, high-protein products, and a rising consumer demand for transparent, sustainable, and science-backed innovations. (S2G ↗)

🎬 The Climate Collaborative has shared the replay footage from their Climate Day Plenary Programming at Expo West. Check out the session, Strengthening the Case for Regenerative Agriculture: Emerging Opportunities in Nutrient Density, Consumer Engagement, and Biodiversity at timestamp: 52:00 (Vimeo ↗)

👏 Halter Ranch Estate has achieved Regenerative Organic Certified® status as it celebrates 25 years of sustainable farming and winemaking in Paso Robles’ Adelaida District. The certification underscores Halter Ranch's deep commitment to soil health, biodiversity, and climate resilience while continuing to craft exceptional wines and preserve its 2,700-acre nature sanctuary. (Wine Business ↗)

🏅 Southbrook Organic Vineyards has become Canada’s first winery to achieve Regenerative Organic Certified® status, adding to its existing Organic and Biodynamic certifications. By transforming its Niagara-on-the-Lake vineyard into a regenerative ecosystem, Southbrook is leading the way in sustainable winemaking while crafting wines that reflect both environmental stewardship and exceptional quality. (Globe Newswire ↗)

🍷 The Donum Estate has expanded its commitment to regenerative farming by adding the historic Savoy Vineyard in Anderson Valley, now fully Regenerative Organic Certified®. This acquisition strengthens Donum’s mission of stewarding the land while crafting site-specific, terroir-driven Pinot Noirs and Chardonnays across Sonoma and Mendocino counties. (Forbes ↗)

⚖️ Florida Crystals is facing a proposed class action lawsuit alleging its sugar products are deceptively marketed as eco-friendly despite pre-harvest burning practices that harm the environment and nearby communities. The suit claims the company’s “green” branding misleads consumers while contributing to pollution and health risks in Florida’s Glades region. (Classic Action ↗)

🥛 Nestlé is accelerating its regenerative agriculture efforts through a long-standing partnership with UK dairy co-op First Milk, aiming to improve soil health, biodiversity, and farm resilience. The initiative, part of Nestlé’s global goal to source 50% of agricultural ingredients from regenerative farms by 2030, is already delivering visible on-farm benefits and significant carbon footprint reductions. (Grocery Gazette ↗)

💰 Syngenta and PepsiCo are incentivizing farmers in Argentina to adopt regenerative agriculture through a partnership that offers up to a 2% price premium on sunflower grain for verified sustainable practices. In its first year, the initiative delivered 4,000 tons of regenerative sunflower oil to PepsiCo, with plans to expand regenerative acreage by 25% in the next phase. (Businesswire ↗)

🤝 Zero Foodprint is scaling "collective regeneration" by partnering with restaurants, food brands, and grocers to channel 1% of sales toward funding regenerative agriculture projects. Backed by companies like Bob’s Red Mill, Tillamook, Subway, and more, the nonprofit has raised over $19 million to support 425 farm initiatives improving soil health and sequestering carbon. (Fast Company ↗)

🌿 Regenerative agriculture continues to hold a long-term advantage despite political headwinds and funding cuts under the Trump administration, argues Ryan Pintado-Vertner. With growing consumer demand, rising media momentum, and proven on-farm benefits, the regenerative movement is positioned to thrive through collaboration and resilience—even amid federal uncertainty. (Big Fight ↗)

🍚  Lundberg Family Farms is looking for a Financial Analyst

🥩  Force of Nature is hiring a Creative Director & Product Safety & Quality Analyst

🫘 SIMPLi is looking for an Accounting Manager

🐮 Painterland Sisters is hiring a Senior Events & Partnerships Manager, Social & Marketing Coordinator, Graphic Designer, & Customer Experience Manager

🎬 “Now We Live in Paradise“

• A short film by Textile Exchange and Farmer’s Footprint that illustrates how the materials in our clothing and textiles can be integrated into agricultural systems that nourish the land and the surrounding nature.

• The film follows the stories of five smallholder cotton and cattle farmers around Brazil who have successfully returned the biodiversity to their small plots of land, which are also the places they call home.