Despite a growing amount of coverage, the term “regenerative agriculture,” is not well-known to consumers . . . yet.
Still, there are many reasons to believe that as consumers get to know about regenerative agriculture, they will love it. We know this because this way of growing ingredients actually delivers on almost all the things that consumers say they want in a food system. But more than that, it delivers on a deeper desire to return to valuing authentic relationships in an age of so much hype.
To see the alignment between what regenerative agriculture offers and what consumers want, consider what the regenerative consumer will be:
Much like the land that grows our food, consumers yearn to be restored — and to be part of restoring goodness around them. They care greatly about their health — the health of their family and loved ones …. And the health of the planet — and they see the connection between these things. These are the core components of a regenerative consumer.
Consumers are beginning to learn that the root of their own health is bound with the health of the land that produces their food. Knowing how food is grown will move from a “nice to know” to a “need to know” because of the implications for their own health.
As they focus on the importance of their gut health, regenerative consumers will see the health of the land growing their food as a critical point to pay attention to. They will shift their gaze away from easy-to-game claims to concrete outcome reports of nutrient-density and soil carbon content.
The regenerative consumer is tired of the disposable society.
As they recognize the negative impact of throwing away single-serve water bottles . . . the parallel problem of throwing away trusted relationships to save a buck comes into focus as well.
Regenerative consumers will use their brand loyalty as the currency that rewards those who take practical, consistent action to restore the land by working in RELATIONSHIP with farmers and being transparent about it. They will use regenerative agriculture as a tie-breaker between similar options.
These consumers love convenience like anyone else — but they will balance that need with other needs that have been eroded as we have pursued the quick and easy at the cost of the good and stable.
They recognize that there is something truly beautiful about mutual trust and loyalty. That these things have to be earned by the one seeking it — but also have to be respected and rewarded by the ones who are sought.
Regenerative consumers will realize that multiple certifications and big world-saving claims are not nearly as powerful as actual data, shared in a simple, clear form — that shines a light into the impacts and benefits a particular product has.
They appreciate companies that are bold enough to be transparent — showing the challenges along with the wins.
Regenerative consumers are ready to learn more and do more to support and lift up the companies — the brands that are bringing regenerative farmers into their supply chain — and making regenerative products their mission. Because at the end of the day, if a product is not part of making our whole system better, than it is part of making it a little worse.
The regenerative consumer is not telling their children that they have a bleak future because of climate change — instead, they are taking practical steps to make that future better. They understand that anger and activism can only go so far — that it is in the small, repeated decisions we all make every day where the difference is made.
So, the regenerative consumer is mindful about what they buy, how much they buy, and how much they throw away. They are busy of course, like we all are in this modern world — but they are willing to take a little time to learn about the efforts, the companies and the farmers that are working together to help restore our food system as they restore our land, water and sky.
The regenerative consumer understands that their decisions about which turmeric-infused kombucha, gluten-free cookie or cauliflower pizza they buy — has the power to not only make themselves healthier — but make the planet healthier — IF regenerative agriculture is treated as the deciding factor between the thousands of better-for-you products.
The regenerative consumer already exists . . . they just don’t call themselves that yet.
If you are ready to show companies that you are a regenerative consumer, please sign our petition.