EIT Food Consumer Observatory launches a new report, this time on consumer perceptions of regenerative agriculture. The report’s conclusions include a number of recommendations, which we summarise below.
The importance of storytelling to demonstrate the benefits of regenerative agriculture over conventional agriculture
Raise awareness of the challenges facing agriculture and the prominent role of regenerative agriculture in addressing them. At the same time, highlight the benefits of regenerative agriculture over conventional agriculture, including healthier soils.
More scientific research is needed to support the health benefits of regenerative agriculture and to develop good communication strategies, as there is a general perception that the absence of chemicals and richer, more nutritious soils are the starting point.
Avoid blaming farmers for the drawbacks of conventional agriculture
The agricultural sector has the sympathy of the public who, in general terms, do not perceive them (or their traditional forms of production) in a negative way. When talking about the negative consequences of traditional agriculture, emphasis should be placed on the importance of changing public policies in a way that facilitates the transition to more sustainable agriculture.
A consumer-centred definition of regenerative agriculture that includes product-level benefits
For the importance of regenerative agriculture to resonate with consumers, messages need to appeal directly to them, to identify with and align with their values. Definitions need to move away from those found in academic literature and move closer to people’s needs and expectations.
Consumers understand that healthy soil positively affects food, but they need to see the specific benefits it brings to the final food product. The focus should be on the tangible benefit of the product, rather than on the production process, as consumers are less interested in this aspect, as it is more distant to them.
Explain the differences between organic and regenerative
Emphasise that regenerative agriculture offers additional advantages to organic. For example, consumers need a clear and convincing explanation that regenerative agriculture is an ecosystem service and what it means for the nutrient density of their food (a benefit that organic farming may not have).
Address the important questions: is it viable on a large scale, is it beneficial to the sector, will it increase prices?
Consumers need information on how regenerative agriculture can produce food on a large enough scale to feed the world. One way may be to highlight the long-term profitability of the soil, especially compared to conventional agriculture.
It is also important that it is the farmers themselves who, with evidence, show the benefits of the transition to this model. Testimonials and success stories on the benefits of improved soil quality, yields, as well as reductions in the use of pesticides or plant diseases. In addition, it is important to convey to consumers that farmers will not bear the cost of adopting regenerative agriculture. To this end, they should know, ideally through testimonials, that there are subsidies, partnerships with distribution companies or other support systems.
As far as price is concerned, consumers are willing to accept a price increase for products coming from regenerative agriculture, as long as they do not exceed those of organic agriculture. In case of higher prices, an extra effort has to be made to communicate the benefits of regenerative agriculture.