An industry survey has revealed a strong appetite for regenerative agriculture, but knowledge, cost and consumer awareness remain major barriers.
Released as part of British Regenerative Farming Week, 100% of respondents said or indicated that regenerative farming was important to the future of British agriculture. However, despite this 42% admitted they did not understand the potential wider benefits of regenerative farming for biodiversity, water retention and carbon reduction.
The industry pulse survey also found that 92% of respondents regarded regenerative farming as either very important or quite important to their own business, with half describing it as very important.
The research suggests interest is already translating into changes within the food supply chain with regenerative ingredients moving into the mainstream. Two thirds, 67%, of respondents said their businesses were already using ingredients produced through regenerative farming, while a further 17% were investigating their use.
This means more than four in five respondents were either already using regenerative ingredients or actively considering them.
Among those for whom the question was applicable, 82% indicated that they planned to use regenerative wheat or flour, either immediately, within the next 12 months or during the following two to three years. But the survey also reveals that regenerative ingredients will have to work commercially as well as environmentally if they are to achieve widespread adoption.
Price is the biggest barrier. When businesses were asked what would most influence their decision to use regenerative wheat or flour, competitive pricing was the most commonly selected factor, chosen by 75%. This was followed by:
- Proven environmental benefits – 50%
- Improved traceability – 42%
- Product quality and performance – 42%
- Reliable supply – 25%
- Customer or consumer demand – 25%
- Clear certification or growing standards – 25%
- Support with sustainability reporting – 25%
Availability, lack of knowledge and lack of consumer demand were each identified as barriers by a third of respondents, while 25% highlighted difficulty verifying environmental claims.
A third of respondents identified lack of consumer demand as a barrier to greater use of regenerative ingredients. However, 92% said information about soil health, biodiversity and farming practices would help them communicate the benefits of regenerative products to their own customers.
Organisers believe this demonstrates why a coordinated awareness campaign is needed and say British Regenerative Farming Week provides a national platform to help consumers understand how farming practices can affect soil, biodiversity, water and the resilience of the food supply chain.
