Regenerative farming practices claim that soil health is intrinsically linked to the sustainability of the food system, from the nutritional quality of plants and animals to the future of the planet. Their aim is therefore to regenerate, stimulate and maintain soil fertility and biodiversity by promoting soil that is rich in life and organic matter and capable of producing food using nature’s own resources.
This has advantages for the environment, but the shift towards these practices takes effort, time and money for farmers. If there were a clear preference for these products on the part of consumers, it would be easier for farmers to make the switch.
With this in mind, EIT Food Consumer Observatory carried out a qualitative study to obtain information on how this type of farming is perceived, what elements are most appealing and how it can be made more attractive to consumers.
Here is a summary of the main findings.
Consumers do not see the need to change current farming practices
Conventional (modern) agriculture is viewed with admiration by many people, as a kind of national treasure to be proud of, and the negative aspects are ignored. However, if they have to compare the two practices, their view of traditional agriculture becomes less idealised.
In any case, in general, consumers are not very concerned about farming practices. However, they are concerned about the use of chemicals and pesticides. This means that, in the future, there may be a greater demand for products from regenerative agriculture.
There is confusion between regenerative and organic farming practices
It is understood that in order to implement regenerative farming practices it is necessary to promote biodiversity through crop rotation, that chemical pollution has to be limited and that processes have to be as natural as possible, including limited use of machinery and allowing crops to grow at a slower, more natural pace.
For many people it is difficult to distinguish between regenerative and organic agriculture
Health and taste are the main incentives and potential triggers for consuming food from regenerative agriculture
Consumers of organic products have experienced first-hand the improved taste of organic products and are therefore inclined to believe that those produced through regenerative practices will have an even more concentrated taste profile.
On the other hand, most people surveyed are convinced that products from regenerative agriculture are healthier, as they assume that they are produced without chemicals, pesticides or artificial fertilisers and that they have more nutrients (vitamins and minerals) because the soil in which they are grown is healthier.
Lack of scale and high prices are the main objections to regenerative agriculture
When thinking about regenerative agriculture, most have the mistaken perception that it is only relevant and applicable to small or local farms. Consequently, many are not convinced that these practices will lead to greater food security.
On the other hand, they believe that prices for this type of agriculture will be higher.
Taking farmers into account is important
Consumers feel that farmers are continually blamed for environmental problems. They also feel that the transition to regenerative practices (which are otherwise seen as beneficial in the long term) should not be the responsibility of farmers alone.