FMCG Gurus: The Rise of Regenerative Farming.
 By Kate Kehoe, Marketing Executive at FMCG Gurus.

Regenerative farming refers to the implementation of sustainable farming practices that prioritize restoring and enhancing soil health, biodiversity, and ecological balance while producing agricultural products used in consumer goods. The process involves going beyond organic farming by actively rebuilding the farm ecosystem. Regenerative farming can have a significant impact on promoting environmental sustainability and reducing carbon footprint. By adopting regenerative practices, food, beverage, and supplement companies can ensure that their supply chains are environmentally friendly and socially responsible through sustainable sourcing of agricultural raw materials.
 
The Benefits of Regenerative Farming
The benefits of regenerative farming are manifold. Firstly, it helps reduce the use of synthetic fertilizers and pesticides, thereby minimizing the associated negative environmental impacts. This approach promotes healthier soils, which enhances crop yields and quality and ensures a consistent and reliable supply of raw materials for food and beverage products.
 
Moreover, regenerative farming promotes sustainable land management practices, reduces erosion, and minimizes the pollution of water bodies through the adoption of conservation techniques. These practices are essential for protecting ecosystems, watersheds, and overall environmental health.
 
Sustainability as the Core Philosophy
By embracing regenerative farming, food, and beverage companies can demonstrate their commitment to sustainability, which is increasingly important to environmentally-conscious consumers. For instance, FMCG Gurus’ consumer insights highlight 74% of global consumers are concerned about the state of the environment, with a particular concern about carbon emissions and global warming. If brands implement regenerative farming into their production processes, this will allow consumers to differentiate between products, build brand reputation, and meet the growing demand for environmentally-friendly and socially responsible consumer goods.
 
Proactivity
A significant proportion of consumers have become more proactive in implementing sustainable and ethical choices in their dietary and lifestyle habits. For example, FMCG Gurus’ market research reveals that 64% of global consumers have changed their diet and lifestyle in the last two years with the intention of reducing their carbon footprint. This has meant that consumers will often seek out food and drink products that reflect their values, attitudes, and outlook on life. As a result, brands should look to adopt sustainable initiatives and practices, such as regenerative farming and smart agriculture, to appeal to the environmentally-conscious consumer.
 
Holistic Health and Wellness
Consumers' awareness of the links between environmental issues and health issues is becoming more apparent. Our consumer insights demonstrate that 72% of global consumers associate carbon emissions with causing damage to their health. This has meant that consumers often deem food and drink products that are better for the environment as better for their health and wellness too. Due to this, brands should be promoting holistic approaches to both health and sustainability, by implanting green, clean, and natural credentials across the entire supply chain.
 
Transparency is Key
In an age of information, brands should look to communicate their sustainable initiatives across various channels to provide consumers with evidence to support their claims. As a result of greenwashing scandals from big corporations, brands are skeptical of false, exaggerated claims, which are often disguised by overly complex labeling. To combat this, brands should ensure that credentials and sustainable labels are as clear as possible to consumers.
 
Across the next decade, it is predicted that blockchain technology will grow and will be able to facilitate the communication of initiatives in an easy and immediate manner.
 
This article is based on FMCG Gurus: The Needs for Regenerative Farming. For more information, please contact us at info@fmcggurus.com.