How regenerative agriculture is transforming the natural products industryHow regenerative agriculture is transforming the natural products industry

In the last four years, the global discussion about healthy soils and regenerative agriculture has blossomed.

Two standards focused on soils are emerging (the ROC, currently in pilot phase and SCI, in public comment phase). General Mills has formally committed to regenerate one million acres by 2030 and announced that they would begin funding farmer trainings. Brands are talking authentically about how they are engaging with farmers and investing in healthy soils. And, of course, heated discussions are beginning to arise around greenwashing, transparency and corporate integrity.

Brands of all sizes are jumping in and revolutionizing their supply chains

REBBL is one example of what we are seeing around the country (and around the globe) as more and more brands approach regenerative agriculture as a way to reduce their emissions, strengthen their supply web, make a positive impact on communities, lower long-term costs and appeal to conscious consumers.

REBBL came to Expo West with an impact-centered booth featuring their global sourcing map, critical ingredients and supplier and producer stories. The brand attended OSC2’s Climate Day, and recognizes the holistic value in sourcing as a way to draw carbon back into the soil. REBBL is currently working on several initiatives, including: 

Organizations are stepping in to help

As the regenerative movement grows, brands are being encouraged to:

To assist brands and companies ready to invest in healthy soils, HowGood has built the most extensive data library on product sustainability and sales in the industry. Taking a holistic approach that considers growing guidelines, processing practices, and corporate conduct, HowGood is doubling down on sustainability and regeneration assessments and launching a series of new offerings this year.

A few of HowGood’s products include:

At the same time, Kiss the Ground (a non-profit dedicated to inspiring participation in global regeneration and accelerating healthy soils) is addressing the needs of its network through several initiatives of its own, including:

What can we expect at Expo West 2020?

HowGood, Kiss the Ground and a variety of other organizations are already working hard to engage the next wave of brands ready to invest in healthy soils.

By next year, Kiss the Ground and Terra Genesis will graduate their first class enrolled in the Regenerative Sourcing and Supply Course, tailored specifically to brands ready to explore producer relationships, marketing and regenerative principles.

HowGood and allies will also be coming to Expo West 2020 with the following three highly impactful workshops focused on collaboration and accelerating commitments:

Moving forward

As the regenerative movement continues to expand, it’s essential that we not only invest time, money, and resources into soil, but that we also address the broader mission of fostering a safer, more resilient, equitable and just food system as a whole. True regeneration will require the work of multiple stakeholders and ultimately involves pursuing positive change across every global industry. With any luck, the success of regenerative products at Natural Products Expo West is just the beginning of a revolutionary time in human history: A paradigm shift focused on reciprocity, progression, and generating greater abundance for all.