Understanding why regenerative agriculture is the fastest-growing green theme

While products that are Regenerative Organic Certified (ROC) are seeing significant growth and sales in the marketplace, sales of products with other sustainability certifications are lagging.

According to the SPINS 2024 trends report, sustainability has not yet gained traction with consumers who view it as an optional “initiative” and not as an essential movement.

Consumers are also skeptical about the growing number of companies making unsubstantiated green claims, or “greenwashing,” to increase sales.

Those factors combined with continued inflation pressure have caused sales across many sustainability certified products to decrease. These sustainable certifications include Certified Fair Trade USA, Certified Plant Based, and Certified B Corp.

Meanwhile, sales of ROC products increased 39% to $39 million, according to SPINS, making ROC a top-performing label claim.

Michael Ham, co-founder and president at Wild Orchard Tea Company, decided to get his products ROC certified because he believes that it “goes beyond mere labeling” and “sets the highest standard for safeguarding both human and planetary health.”

ROC goes beyond certified organic with its focus on soil health, animal welfare, and worker fairness.

Consumers may perceive “regenerative” more positively than “sustainable.” The former communicates regeneration, a more powerful term than just “sustaining.”

“Regenerative agriculture positions itself as a net-positive force, whereas sustainability, while important, may not achieve the desired transformative impact on a large scale,” Ham said in an interview with The Food Institute.

Ham said that brands that commit to regenerative can build long-term brand loyalty with consumers who see such companies as being environmentally responsible.

Source: The Food Institute

To view source article, visit: https://foodinstitute.com/focus/understanding-why-regenerative-agriculture-the-fastest-growing-green-theme/

 Organic & Non-GMO Insights April 2024