June 27, 2024 – The world is waking up to the need for sustainable practices, and the food and beverage industry is no exception. Regenerative farming, a holistic approach to agriculture that focuses on restoring and enhancing soil health, is rapidly gaining traction, becoming a hot topic in the global food and beverage landscape.
A Planet in Peril: The Urgency of Change
Innova’s research reveals that 38% of consumers globally are concerned about climate change and its impact on food systems. This concern is helping to drive a shift towards sustainable practices, with consumers increasingly demanding brands that prioritize environmental and social responsibility.
Regenerative Revolution in Farming: A Solution for a Sustainable Future
Regenerative farming goes beyond simply minimizing harm; it actively seeks to restore and improve the health of our planet and the future of food, by focusing on practices like: #1 maintaining living roots year-round, helping improve soil structure and water retention, #2 maximizing crop diversity, which promotes biodiversity and reduces reliance on monocultures, #3 integrating livestock, improving soil fertility and reducing the need for synthetic fertilizers, and #4 reducing soil disturbance, preserving soil health and carbon sequestration
Furthermore, regenerative farming offers a multitude of benefits, including: #1 fighting food insecurity through improved soil health, leading to increased yields and contributing to a more resilient food system, #2 combating climate change through sequestering carbon in the soil, and #3 increasing profit by improving soil health, thus reducing reliance on external inputs.
The Rise of Regenerative Claims in the F&B Industry
The growing consumer demand for sustainable food is reflected in the increasing number of food and beverages products featuring regenerative claims. Innova’s new product launch research shows that 0.2% of total new products launched over the past year included a regenerative agriculture claim with a compound annual growth rate (CAGR) of 72% between 2019 and 2024.
Manufacturers in the US are leading the way in marketing adopting regenerative practices, with 64% of regenerative claims originating from the United States. While Europe currently accounts for a smaller percentage of regenerative claims, it is experiencing rapid growth, with a CAGR of 232% between 2021 and 2024.
The Fastest Growing Categories for Regenerative Claims
The most significant growth in regenerative claims is seen in the baby and toddler, bakery, and ready meals and side dishes category. For babies and toddlers, brands like Blédina and Cheddies are using regenerative claims to appeal to health-conscious parents. In the bakery section, with claims like “wheat obtained through regenerative agriculture practices,” brands like McCain are tapping into the growing demand for sustainable baked goods. Finally, regarding ready meals & side dishes, brands are using regenerative claims to highlight the sustainability of their ingredients and production methods.
Beyond the Farm: Innovative Technologies in the Regenerative Revolution
The regenerative revolution is not just about farming practices; it’s also about embracing innovative technologies that can support a sustainable future. There are many global investments in climate-smart agriculture and digital farm management. This shift emphasizes sustainability and positive environmental impact that goes beyond just farming practices. Innova’s research shows a 7% average annual growth in food ingredient launches using “forest protection” claims. ADM’s traceable soybean pilot program exemplifies this trend, aiming to combat deforestation ahead of new EU regulations.
Innovative AI Technologies
AI technologies are also playing a crucial role in this shift. Aerobotics, a company specializing in agricultural technology, is developing intelligent tools to help growers optimize their operations. Their AI-powered systems analyze plant health and identify microbes that correlate with high yields, allowing for more efficient and sustainable farming practices.
Concert Bio, a UK-based biotech company, is also contributing to the regenerative farming movement by providing tools for managing, monitoring, and analyzing various biomes. Their technology allows companies to tailor their practices to specific environmental needs, further promoting sustainability.
The Future of the Regenerative Revolution
The global food industry is increasingly recognizing the importance of sustainable practices, and regenerative farming is at the forefront of this movement. Regenerative farming goes beyond minimizing harm; it actively restores and enhances soil health through practices like maintaining year-round living roots, maximizing crop diversity, integrating livestock, and reducing soil disturbance. The benefits are manifold: regenerative practices combat food insecurity, sequester carbon to mitigate climate change, and lead to higher profitability for farmers.
The Netherlands, the world’s second largest food exporter, is taking a scientific approach to agriculture transformation with their Next Food Collective, located on the Wageningen University Research campus. With a mission to accelerate the transition to sustainable food systems and healthy diets, watch for more collaborative approaches to changing the way food is grown and processed.
The number one global concern of consumers around the world is health of the planet. 38% of consumers across all regions of the world now say this is their number one global concern and this will continue to rise as temperature records break and the media highlights floods and dramatic new weather patterns in areas where it was previously unknown.
This article is based on our report, “Trending in Regenerative Farming in F&B Development – Global.” If you are interested in reading this report, feel free to request a demo.
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