Thousands of grocery items in the US now bear the “Regenerative Organic Certified” label. But as momentum around this concept accelerates, so too does the confusion about what “regenerative organic” farming actually entails.
Definitions of regenerative agriculture vary widely and the lack of consistent standards leaves plenty of room for loose interpretations—and outright greenwashing.
This isn’t terribly different from the early days of organic farming, says Jeff Tkach, CEO of nonprofit Rodale Institute.
“There was a lot of confusion in the marketplace around certification and standards,” he says of that time.
Rodale pioneered organic farming in the late-twentieth century to bring clarity and integrity to the space. Seven years ago, it founded the Regenerative Organic Alliance (along with Dr. Bronner’s and Patagonia) to do much the same thing for regenerative agriculture.
AgFunderNews recently discussed these parallels with Tkach, who also explained why certification is critical to the future food system. ROA’s brand engagement manager David Green joined the conversation to discuss the biggest roadblocks for regenerative organic right now and how to push through.
AgFunderNews (AFN): Why does the industry need standardized certification for regen-organic ag?
Jeff Tkach (JT): About 58 of the world’s top 100 food companies have a “regenerative agriculture strategy,” and there is quite a bit of greenwashing going on there. Every company defines regenerative differently and there is no true standard definition to the word regenerative.
Seven years ago, Rodale was the catalyst for the formation of the Regenerative Organic Alliance, a nonprofit that houses the regenerative organic certification.
Rodale wanted to protect the word “organic” because they worked so hard to get the national organic program established in 1990, and the organic certification is now trusted by many consumers around the world. While organic is not perfect, they felt it was a strong foundation to build from.
The regenerative organic certification is the highest bar standard in food production. Rodale sees agriculture as a continuum [and] is available for every farmer to help them down that continuum, but regenerative organic is the North Star.
AFN: Are there parallels or similarities between the early days of organic and what is happening today with regenerative agriculture? What about notable differences?
JT: Yes. In the early days of organic, there was a lot of confusion in the marketplace around certification and standards. Many states and certification bodies were defining organic differently than others. This is why Rodale Institute, along with other leaders from the food industry, worked tirelessly with the USDA to establish the national organic program in 1990.
Bob Rodale had the vision to set up long-term studies in 1981 so that he could substantiate organic versus conventional through our Farming Systems Trial. After nine years of data, we had enough evidence to show the federal government that there were dramatic differences in these two types of agriculture. The national organic program was established to create one unified standard housed under the USDA to define and control the standard for organic for all brands and farms.
Up until this legislation, many companies were greenwashing the word organic and making false claims.
AFN: The community aspect of regenerative doesn’t always make it into industry conversations. What must be done to help stakeholders (food corporations, startups, consumers, etc.) more aware of the importance of this?
JT: I believe all these stakeholder groups are well aware that the food system is broken. But they need to better understand what the science tells us the path forward is.
The research makes it clear that regenerative organic agricultural practices improve the conditions of both farmland and the environment. As an added benefit, it reduces both consumers, farmers, and people who live in agricultural communities exposure to synthetic chemicals often used in conventional farming. Organizations like Rodale Institute work hard to inform people about what the research tells us, and we will continue to do so.
AFN: In Rodale’s experience, are consumers yet willing to pay more for something with the ROC logo on it?
While the Institute does not conduct consumer research surveys related to the ROC brand, which is under the Regenerative Organic Alliance’s leadership, we know consumers look for certifications they can trust to authenticate claims made by brands and producers.
ROC represents the highest standard and the seal is increasingly gaining prominence on grocery store shelves.
AFN: What are the major challenges right now when it comes to expanding the reach of ROC to more companies and products?
David Green (DG): Cost, knowledge, and market demand.
Market Demand: Without a strong demand signal from consumers for ROC products, there’s little incentive for brands to get licensed or for farms to make the transition.
Market momentum is essential to drive mass adoption.
Knowledge: To truly support farmers, we need to make learning easier and reduce the friction by expanding access to education, technical support, and mentorship.
With a mindset of continuous improvement, we can build a more inclusive learning ecosystem that helps growers thrive in regenerative organic practices. And it’s not just about farmers. Consumers need access too, because awareness drives demand, and demand drives change. The more people understand the value of Regenerative Organic Agriculture, the stronger the movement becomes.
Cost: Transitioning isn’t necessarily cheap and can require new equipment, cover crops, compost systems, and other infrastructure. Farmers may also face short-term dips in yield during the transition. While ROC products can command premium pricing, market access and consumer awareness are still catching up.
Beyond these, there is a necessary mindset shift; moving away from synthetic inputs and conventional methods means rethinking productivity and land stewardship.
And finally, policy change is critical. Current government subsidies tend to favor conventional agriculture, often leaving regenerative organic farmers without the financial support they need to succeed. That needs to change.
The good news? Every time a consumer chooses ROC, they’re investing in, and helping build a better food system—from the ground up.
