As we hear more about climate change and the effects humans are having on the planet, consumers are becoming more interested in how their favorite food and clothing brands are produced. Consumers are also looking for their preferred brands to align with their values and not negatively impact the environment. They have heard the term regenerative agriculture mentioned in the mainstream media but are they aware of what your brand is doing to help preserve the planet? Do they understand the brand choices they make can have an impact on the environment? Do they understand what regenerative agriculture is and why they should care?
What is Regenerative Agriculture?
It is a land-management practice where plants use photosynthesis to take carbon from the atmosphere and store it in their roots and the soil. The hope is sequestering carbon will help bring Earth’s temperatures down so we can revert the climate crisis. It also involves improving soil health and water quality. At our current pace, we are running low on topsoil used to grow food. Regenerative agriculture helps rebuild topsoil so we can feed the global population. There is also a lack of water worldwide for people to rely upon. Regenerative agriculture recharges water cycles and restores water quality so society can thrive.
Why all the Buzz around Regenerative Agriculture?
Ecovia Intelligence predicts more food companies will commit to regenerative agriculture this year. PepsiCo recently announced a multi-year investment in long-term, strategic partnerships with three farmer-facing organizations to drive the adoption of regenerative agriculture practices across the United States.
Why is there so much interest in regenerative agriculture? In the 2015 Paris Agreement, global governments committed to lowering temperatures to help reduce global warming. To achieve this, greenhouse gas emissions must be halved by 2030 and drop to net zero by 2050. Government officials and consumers are paying attention to corporate commitments and a company’s carbon footprint, so it’s becoming necessary to share what your brand is doing to protect the planet.
While the fashion industry may be further behind the food industry when it comes to regenerative agriculture, brands are joining the party. Allbirds joined forces with other companies on regenerative wool. North Face and Patagonia advertise clothing made of regenerative cotton. With major fashion brands discussing regenerative agriculture, it’s time for those in the industry to help educate consumers.
Educating Consumers
If you are a brand that practices regenerative agriculture or enables farmers and companies to do so, you can own the narrative. You can explain what regenerative agriculture is and why consumers should care. You can discuss the steps you follow to capture carbon from the atmosphere and detail the impact you’ve made on the environment. It’s your chance to help consumers see how their purchasing decisions can have an impact on the environment. If you make it easy for them to know a particular brand or their food is the result of regenerative agriculture, you save consumers from having to ask. As they get more educated on the topic and interest grows to help preserve the planet, it’s going to become viable to share your carbon footprint. Why not begin now and explain your commitment to the Earth and humanity's preservation.