“Regenerative agriculture” may be quite a buzzword these days, but the agrifood industry still has a lot of work to do when it comes to generating consumer demand, says a new study from EIT Food Consumer Observatory. Critically, more consumers need a better understanding of what regenerative agriculture actually is and its benefits to both the food system and planetary health.
Called “Cultivating Resilience: Regenerative Agriculture,” the study surveyed consumers across 17 European countries to gather data on awareness around regenerative agriculture as well as drivers and hurdles to consuming products produced through regen practices.
While many consumers say they recognize the term “regenerative agriculture,” a much smaller group “accurately know[s] what regenerative agriculture is,” according to the study.
Regenerative vs. organic ag
European consumers tend to confuse “regenerative” with “organic” agriculture and use the former “synonymously with the word organic and believe that all foods sourced from local farms are sustainable and regenerative,” according to the study.
The European Parliament defines organic production as “a sustainable agricultural system respecting the environment and animal welfare, but also includes all other stages of the food supply chain.”
Under the EU, chemical inputs and GMOs are banned, antibiotics are heavily restricted, and crop rotation is a key principle.
Regenerative agriculture can share many or all of these traits depending on who you talk to. However, with no set definition yet for regenerative ag, it’s often difficult to make a solid distinction for consumers between those practices and organic. (Some have gone as far as to say “there is no regenerative without organic.”)
From the perspective of consumers surveyed by EIT, “it would make more sense for organic foods to also be regenerative, as it is difficult for consumers to distinguish them.”
EIT’s study highlights one definition of regen ag used frequently:
“Regenerative agriculture is an approach to farming that uses soil conservation as the entry point to regenerate and contribute to multiple provisioning, regulating and supporting services, with the objective that this will enhance not only the environmental, but also the social and economic dimensions of sustainable food production.”
The benefits of regenerative agriculture also encompass economic and social factors, according to EIT.
European consumers unclear on benefits of regen ag
Consumers are aware of some of the benefits of regeneratively farmed foods, though only those benefits that also apply to organic agriculture, according to the study. Those include “healthier” food that’s “better for the environment and animals,” and foods that are “clean” and “free from artificial chemicals.”
“The benefits of food produced via regenerative agriculture methods beyond organic products is therefore unclear to European consumers,” notes EIT.
For example, while soil health is touted as a major benefit of farming regeneratively, consumers “do not pay attention to soil health when they are buying food.”
Instead, EIT recommends food companies craft a definition around regenerative agriculture that touts “product-level benefits” to consumers.
“To effectively communicate the concept of regenerative agriculture to consumers, it is important to use a consumer-centric definition that resonates with their values and concerns,” the study notes, adding that existing definitions of regen ag tend to “focus on technical aspects and environmental benefits, which might not fully engage the average customer.”
Specific benefits brought to the end product are far more relatable, the study suggests: “When communicating the benefits of regenerative agriculture, it’s crucial to focus on the tangible advantages at the product level rather than the production process. Consumers are less interested in the technical aspects of agriculture and more attracted to direct benefits such as improved taste and enhanced nutritional value of foods.”
This may also persuade consumers to pay higher prices for regeneratively produced food — so long as those price points are not higher than those of organic foods.
The study notes that the majority of consumers surveyed believe products from regenerative agriculture will be healthier and tastier. EIT recommends more research to match these expectations to reality and avoid greenwashing in the process.
