What are the 6 biggest problems you will encounter when asking your customers about Regen AG?
July 19, 2024
Most people are aware of this but do not fully understand it. The new report from the EIT Food Consumer ObservatoryThe survey, conducted in 17 European countries, provides insight into consumer attitudes towards regenerative agriculture.
Many, for example, believe that the food they eat is healthier when it is produced in this way. Consumers are eager to learn more about regenerative agriculture and want to understand it better.
Some problems are more obvious than others.
Regen-ag is often confused with organic by consumers
The report says consumers are aware of the need for regenerative agriculture, which includes promoting biodiversity through crop rotation, limiting chemical pollution and maintaining natural and environmentally friendly farming practices as much as possible. This means reducing the use and impact of machinery, as well as allowing food to grow naturally and slowly.
Many consumers who think they understand regenerative agriculture are actually thinking of organic agriculture. They have a hard time distinguishing between organic and regenerative agriculture.
What’s the problem with that? One reason is that buyers associate the term with higher prices. Lucy Wallace, global relations director at EIT Food, says this could be a barrier to the growth of regenerative agriculture and its ability to become more widespread and sustainable.
Talk with AgTechNavigatorShe said that “many of the benefits of regenerative agriculture have not been well communicated to consumers.”
Experts warn of dangers of flawed system Regen Ag may no longer be distinguished as organicOrganic farming does not use chemical fertilizers, unlike regen ag which only uses them sparingly. There are concerns that this will make it impossible to produce enough food to feed a growing population.
In the EIT study, consumers also misunderstand that this only applies and is relevant to local farmers and small farms. Many consumers are therefore not convinced by the idea that moving to more widespread regenerative farming practices can improve food security.
Ag regeneration? Nobody really knows.
It is not surprising that consumers misunderstand this term, as no standard definition has been agreed upon. It is important to note that Regen Ag does not refer to a particular practice but rather to a philosophy that uses many different techniques.
Many people have called for a globally accepted definition to avoid greenwashing by brands, retailers and other companies and to encourage farmers to adopt it.
Others, however, argue that the term regen ag is not a precise definition, as it may require specific practices adapted to certain crops, geographic areas and environmental conditions.
The EIT study recommends using a consumer-friendly definition, in conjunction with front-of-pack labels, to communicate the idea of regenerative agriculture to the public.
The EIT report says that existing definitions in agricultural and academic literature often focus on environmental and technical benefits. According to the EIT, this “may not be of full interest to the average consumer.” Agricultural technical details are not of much interest to consumers. They are more interested in the benefits of products, such as tastier or healthier food.
The price issue can also be addressed through definition. Consumers may be willing to pay more for food produced using regenerative farming methods if they understand the differences and benefits.
While regenerative foods may currently be more expensive than other foods, proponents say this is due to the real cost associated with sustainable production as well as the long-term benefits to the human body and the environment. Over time, as regenerative methods become more common, cost savings can help reduce costs.
Are foods produced by regenerative agriculture healthier?
Many consumers believe that regen ag products are healthier than the foods they typically buy. Wallace said consumers are interested in perceived health benefits.
Regen ag refers to agricultural practices, not food production methods. In theory, Regen Ag ingredients can be transformed into ultra-processed foods.
Consider alternative proteins. Food brands and retailers initially touted these products as healthier, greener solutions. Now They are increasingly associated with ultra-processed foods.
Wallace said Regen Ag’s perception of healthy eating is justified. This is due to the growing evidence that the nutritional profiles of foods produced by regenerative agriculture are far superior to those produced by conventional agriculture. This, she said, is due to the health of the soil. It does not solve or improve our problem of ultra-processed foods. At least some ingredients are produced better for the land and for farmers, who will be able to hope, at least in the long term, for greater profitability.
What do consumers really think about regen ag?
It shouldn't. Wallace says that in an ideal world, consumers would be able to find foods that have a lower environmental impact or even those that have a net positive social impact when they visit a grocery store.
The EIT report says farmers need to invest time, money and effort to adopt regenerative farming practices. The benefits and risks for farmers are less clear if consumers do not show a clear preference for products produced using regenerative methods.
We don't need regenerative agriculture. We need to create a sustainable supply chain
Wallace says we need to do more than just move from conventional to regenerative agriculture. A regenerative chain is needed. The EIT report says consumers expect assurances from farmers about the transition to this type of agriculture. Consumers want assurances that farmers are supported in some way, such as through subsidies, partnerships with retailers or other support systems that offset upfront costs.
EIT: Policy incentives will be needed to encourage more regenerative agriculture. EIT supports the European Alliance for Regenerative Agriculture’s proposals to reshape the EU’s Common Agricultural Policy A farmer-centric, performance-based strategy.
Consumers do not accept the need to change current agricultural practices
There is also another problem. According to the EIT study, many Europeans regard modern conventional agriculture as something they admire and are proud of. The disadvantages of this system are not widely recognised.
This is encouraging, given how often farmers feel marginalized. When asked to compare conventional agriculture to regenerative agriculture, their perception of conventional agriculture “becomes more realistic and less idealistic in favor of regenerative agriculture… This means that there may be demand for regenerative products in the future.”
Wallace puts it even more bluntly: The way we produce our food is putting food production at risk. She says climate change, biodiversity loss and resource depletion are damaging the natural systems that support food production. She believes that “the supply chain is not resilient.” This fact will put regenerative agriculture in the spotlight.
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