Measuring Regenerative Agriculture
At present, there are two leading organizations working to establish an industry-wide certification:
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Ecological Outcome Verification
Visit SiteThe Savory Institute’s Ecological Outcome Verification (EOV) is focused on helping farmers and ranchers measure the impact and outcomes their practices have on the land. They measure the health of the land as a living system, tracking outcomes in biodiversity, soil health and ecosystem function (water cycle, mineral cycle and energy flow). EOV is the methodology behind the Land to Market program, a fast-growing collaboration among industry partners working to heal the planet by regenerating grasslands and pushing regenerative products to market. The Land to Market program now covers more than 2.5 million acres of monitored land, with 1000+ products carrying its verification seal, including brands such as Burberry, Timberland and Applegate.
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Regenerative Organic Certified (ROC)
Learn MoreCreated by the nonprofit Regenerative Organic Alliance, the ROC relies on a criteria rooted in farming practice. This certification requires less testing of the land and focuses on whether farmers’ techniques are compatible with regenerative principles, assessing such practices as no-till soil management and herd rotation. The ROC certification is built on three pillars: Soil Health, Animal Welfare and Social Fairness. Thus far, 80 farms have received the ROC certification, with 28 brands licensed, and over 220,000 acres of land certified. With the backing of organizations like Patagonia, Rodale Institute and Tazo, ROC was established in 2017 by a group of farmers, business leaders and experts in soil health, animal welfare and social equity.
What’s Next?
Studies have shown that most consumers are not yet familiar with the term “regenerative.” A clear and valid certification process will be critical. Right now, consumers are overwhelmed and sometimes skeptical of the certification labels on food. The government, religious organizations and dozens of nonprofits certify foods as “fair trade,” “non-GMO,” “gluten-free” and on and on. To give the term “certified regenerative” meaning will require consumer education, social media outreach, innovative packaging and storytelling. Done right, this may unlock a market transformation, enticing consumers to prioritize regenerative practices in their purchasing decisions.
Despite the lack of consensus thus far, an increase in the number of verified farms will create a ripple effect among producers and brands to build on the existing momentum toward regenerative. Certification processes can be costly—a big barrier of entry for small producers. Investments from CPG, food brands and investment funds—paired with education—to help farmers transition to regenerative is key.
Despite headwinds, the time might be here for major change. Surveys show that millennials and Gen Z do care about sustainability and they support environmentally and socially responsible practices. That trend is unlikely to slow down. The goal: connect and rally consumers around an alternative way of farming that prioritizes the environment, animal wellbeing and farmer profitability while bringing a nutritious product to market.
The Path to a Regenerative Farming Revolution
Earlier this summer, The Attention FWD team published a story for Hormel Foods exploring the path toward a regenerative farming revolution, which included stepping into a regenerative agriculture farm; insights from industry pioneers; the launch of Applegate’s own regenerative hot dog and its journey toward a mainstream market, and other thought-provoking insights about regenerative farming, its connection with health, climate change and the future of food.