Regenerative agriculture is one of the most significant production trends in recent years. Far from being niche, many major food producers have not only taken up regenerative methods but aim to expand them in the future.
What do consumers think about regenerative agriculture? And how key is consumer demand as an impetus for industry action?
How much do consumers know about regenerative agriculture?
Regenerative agriculture has broken into the mainstream in recent years. Referenced by podcasters such as Joe Rogan and used as a key selling point by companies such as Wildfarmed, it is gaining recognition beyond the food industry.
European consumers tend to have a more positive view of regenerative agriculture than they do of traditional agriculture, despite often seeing the latter as a source of national pride, according to a 2024 report by EIT Food.
While consumers are not overly concerned with agricultural methods, the report suggests, they are concerned about chemicals used in the production process. This could, according to the report, add to the appeal of regenerative agriculture.
While many consumers know what regenerative agriculture is, they often confuse it with organic agriculture.
However, many consumers believe that regenerative agriculture is only relevant or applicable to small-scale or local farms. More to the point, they believe it may increase the prices of food products.
A report on US consumers by Regenefied found that 68% of ‘values-based shoppers’ have heard of regenerative agriculture, but only 37% claim to understand it. Awareness, however, has grown steadily between 2019 and 2024.
Is consumer demand a key driver of the transition?
Many large corporates have taken up regenerative agriculture measures, including Nestlé, Danone, Mondelēz International, and PepsiCo (see boxout).
What role does consumer demand play in pushing for these initiatives? Are there other factors involved?
“We see some growing consumer interest in regenerative agriculture. In Europe, in particular, consumers increasingly associate regenerative agriculture with environmental benefits, soil health, and biodiversity,” explains a Nestlé spokesperson.
Central to Nestlé’s decision to launch initiatives for regenerative agriculture was, however, not consumer demand but supply chain resilience.
“As a food, beverage and nutrition business, we are reliant on the natural environment for the supply of raw ingredients to make our products. It is in our interests to ensure that this supply chain is resilient to the impacts of climate change.”
Nestlé sees its investment in regenerative agriculture as a point of “competitive advantage” because it enables the company to build this resilience.
Much like Nestlé, Danone has seen significant consumer demand for regenerative agriculture. “Consumers now choose brands that reflect their values for healthier and more sustainable food,” explains a Danone spokesperson.
Danone sees consumer demand as one driver of its transition to regenerative agriculture.
“We’re committed to clearly communicating the sustainability value of our products, including the benefits of regenerative agriculture, in simple terms that speak to the consumers. It builds trust, drives brand preference, and helps consumers make more informed choices.”
However, like Nestlé, a key reason for transitioning to more regenerative methods is the desire to build a more resilient supply chain. Regenerative agriculture, explains the spokesperson, allows Danone’s supply chain to be ‘futureproof’.
This is also a key driver for PepsiCo’s regenerative agriculture programmes.
“Our investment in regenerative agriculture is part of a wider commitment to building a more resilient and sustainable food system, of which agriculture is the foundation,” explains EMEA chief sustainability officer Archana Jagannathan.
What are corporates doing with regenerative agriculture?
Nestlé – According to the Nestlé spokesperson, 21.3% of its ingredients are sourced from farms using regenerative agriculture. The company aims to reach 50% by 2030. While there is no official definition of regenerative agriculture, according to the spokesperson, Nestlé “considers that regenerative agriculture is an approach to farming that aims to conserve and restore farmland and its ecosystem. It delivers benefits to farmers, environment and society.” Its definition is informed by the SAI, FAO and OP2B definitions.
Danone – Danone has launched widespread regenerative agriculture programmes since 2017, in countries including the US, France, Poland, Romania, Spain, Mexico, Algeria, Morocco and Egypt. In 2024, it began adopting the Sustainable Agriculture Initiative’s (SAI) Regenerating Together framework. As of 2024, 39% of its key ingredients are sourced from farms that have “begun the transition” to using regenerative practices. It currently defines regenerative agriculture as “a holistic approach to farming, that when applied alongside farm efficiency and technological improvements, aims to strengthen farm resilience and deliver positive impacts on nature, farmers, and animal welfare through the multiple benefits that nature can provide (healthy soils, water cycles and biodiversity).”
PepsiCo - PepsiCo hopes to expand "regenerative, restorative, or protective practices" across 10 million acres of land by 2030, according to Archana Jagannathan, chief sustainability officer for EMEA. As of 2024, this had already reached 3.5m acres. "Our definition of regenerative agriculture focuses on measurable outcomes to improve and restore ecosystems. An acre is considered regenerative when the farming practices applied deliver quantified improvements in at least two key environmental outcomes. These outcomes include building soil health, improving watershed health, delivering climate mitigation and adaption, promoting and enhancing biodiversity, or improving the livelihoods of farmers and farming communities”.
Mondelēz International - Mondelēz International is promoting regenerative agriculture, with initiatives such as Harmony Wheat, where farmers devote at least 3% of their field to planting flowers in order to promote local ecology.
