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- #88 - Why We Need More Demand For “Conventional Regenerative”
#88 - Why We Need More Demand For “Conventional Regenerative”
Episode Highlights:
🔥 Perspective from a farmer, broker, and brand builder
🌱 Bringing hemp back to Minnesota in 2016
🚜 What’s holding farmers back from going regen?
🎯 Why we need more demand for “conventional regenerative”
👏 The lasting impact of Simple Mills’ direct trade sunflower program
🏆 What John likes about the Soil & Climate Initiative verification
⚙️ Building new direct trade regenerative supply chains
😯 Why linking regen practices to nutrient density might not work
🤔 Is CPG harder than farming?
🚀 How private label demand could help boost regen adoption
"Regenerative practices bring more pluses than negatives—even in conventional systems. Using cover crops, reducing tillage, and diversifying crops improve soil health, even if some inputs like synthetics aren’t eliminated immediately."
Don’t have time for the full episode? 😵💫
Everything you need to know in less than 5 minutes. 🥳
ReGen Brands has evolved from a podcast into a robust ecosystem supporting regenerative brands through three initiatives:
ReGen Brands Institute: Produces open-source research, education, and media to drive demand for regenerative agriculture through CPGs
ReGen Brands Coalition: A trade association uniting regenerative brands to solve their collective challenges and increase consumer awareness and demand for regenerative products
ReGen Brands Capital: Develops innovative funding models and financial research tailored to the long-term, mission-driven approach regenerative brands have
Selling regenerative products is one thing....
But embedding regenerative principles throughout an entire business is a whole different challenge.
Yet, many brands are successfully challenging “business as usual.”
They’re constructing unique models that enable them to stay mission-driven while pursuing profitable growth.
7️⃣ Regenerative brands challenge business as usual
Our seventh takeaway for “How Regenerative Brands Are Winning Today”
👉 Learn more in our inaugural report: The State of Regenerative CPG – Successes, Challenges, and Opportunities for Collective Action
👉 Wellful Acquires Ancient Nutrition, Expanding its Portfolio of Innovative Health and Wellness Brands
Wellful, a leading health and wellness platform, has acquired Ancient Nutrition, the fastest-growing VMS brand in the natural channel.
This acquisition enhances Wellful’s omnichannel presence and strengthens its offerings in protein, gut health, and greens, further advancing its mission to provide innovative, science-backed solutions.
Credit: Ancient Nutrition
Regenerative Organic Certified® has launched its first national campaign, "Heal the Earth, Nourish Your Life™," to boost consumer awareness and demand for regenerative products across food, personal care, and fashion.
The 2025 campaign aims to educate consumers, brands, and retailers through paid social media, digital advertising, and thought leadership content, spotlighting farmers and producers committed to regenerative agriculture and ethical practices.
Credit: Regenerative Organic Alliance
🥩 Force of Nature Meats has been named one of Instacart's 25 Fastest-Growing Emerging Brands of 2024, ranking #25 on the list. (LinkedIn ↗)
🥤 Guayakí Yerba Mate has transitioned to a predominantly third-party distribution model. With 86% market share in the yerba mate category and full U.S. coverage in over 40,000 outlets, the brand is poised for accelerated growth while staying true to its mission and values. (PR Newswire ↗)
🎧 Burroughs Family Farms has been a pioneer in sustainable agriculture, transitioning to organic farming in 2015 and earning dual regenerative certifications. Under CEO Benina Burroughs, the family operation in Merced County, California, has diversified into almonds, walnuts, olives, and pasture-raised poultry, showcasing innovative practices like sheep grazing and cover cropping to enhance soil health and water retention. (The Regenerative Agriculture Podcast ↗)
Regenerative Organic Alliance has published its 2024 Annual Report which boasts over 18 million certified acres, 223 brands licensed, and 1,900 certified products in the market. (Regenerative Organic Alliance ↗)
🥃 Kentucky Distilleries and Precision Conservation Management have partnered with the Kentucky Corn Growers Association to launch a $2.8 million, five-year initiative promoting regenerative corn farming on over 100,000 acres across Kentucky. (Businesswire ↗)
🫘 Above Food is redefining the "future of food" with regenerative agriculture. By maintaining full supply chain custody and partnering with farmers, Above Food is building trust, sustainability, and premium-quality products that meet growing consumer demand for transparency and eco-conscious eating. (Food Ingredients First ↗)
🍺 Brown-Forman is championing regenerative agriculture by achieving 100% engagement of its direct farmers in practices that restore soil health, enhance biodiversity, and strengthen farming communities—years ahead of its 2025 target. (Sustainability Magazine ↗)
⭐️ California Board of Food & Agriculture has officially defined "regenerative agriculture" as a continuous implementation of practices that enhance soil health, biodiversity, and ecosystem resilience while supporting productivity and community benefits. This definition, intended to guide state policies and programs, emphasizes measurable outcomes and acknowledges the role of Indigenous stewardship and sustainable innovation in shaping agriculture's future. (Feedstuffs ↗)
Regenerative agriculture faces challenges like greenwashing and low consumer awarness, but brands and retailers are stepping up with certifications, storytelling, and in-store education to build trust and drive demand. (New Hope Network ↗)
🥩 Force of Nature is hiring a 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
🍺 Patagonia Provisions is looking for a Digital Lead
🍚 Lundberg Family Farms is hiring a Finance Director & Director of Sales Planning & Customer Marketing
The FutureKind podcast invites you on a journey exploring the profound connection between personal wellness and the health of our living world, with conscious nourishment as our guide.
Each episode arrives with the rhythm of the moon cycles, offering fresh perspectives on our relationship with food, health, and the living world.
In their inaugural episode, they welcome Dr. Lyla June, whose research uncovers humanity's often-overlooked role as caretakers of vibrant ecosystems. Through her work and personal experiences, she highlights how the rich food landscapes of North America shaped the environment. Her insights offer valuable perspectives for rethinking our current relationship with food and land.
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