Regenerative agriculture is a holistic farming approach aimed at restoring soil health, enhancing biodiversity, and improving ecosystem (and farming) resilience. It complements the organic regulation by actively seeking to regenerate natural resources. In many ways, it emerged as a response to the detrimental effects of industrial agriculture, such as soil degradation, biodiversity loss and declining presence of nutrients in food.
As awareness of soil health and regeneration grew, major food and agriculture companies took notice. The term “regenerative” became trendy—many large corporations began using it in marketing and sustainability reports.
The lack of a unified definition or set of rules lay the perfect ground for greenwashing—vague and misleading claims, and a lack of concrete proof. So the question emerges: Can big businesses genuinely do regeneration right? Can we trust their good intentions? What’s driving these commitments?