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Bloomberg writes:

"The willingness to pay a premium for healthier food has always been a marketing point for the 'organic' brand, and a big reason businesses stretch its meaning to the breaking point, labeling products 'organic' when they aren’t. But as lucrative as the sector has become, there’s a more rarefied label the industry can aspire to, one encompassing organic while introducing the promise of climate benefits to the supermarket aisle.

"It’s called 'regenerative,' and it may very well become the next 'organic'."

Regenerative farming, the story notes, "relies on crop rotation and leaving the ground as undisturbed as possible. Cash crops are alternated with cover crops, like alfalfa and peas. Roots are left in the ground as cover is cut or consumed by grazing animals, who add natural fertilizer. The vegetation suppresses weed growth as it turns to mulch, allowing the soil to retain nutrients usually depleted by traditional farming.

"The result is a great way to grow food with less energy, less water, and no chemical fertilizers. And more importantly, it keeps carbon dioxide locked up in the soil and out of an already warming atmosphere."

KC's View:

A couple of months ago, I did an MNB/In Conversation with Carl Jorgensen, who is an expert on these issues … and we talked a lot about how companies can connect with farmers focused on sustainable organic and regenerative agriculture.  The goal is to build expanded coalitions that will drive the food industry in a healthier direction … in all the meanings of that word … and to craft a narrative that will appeal to a growing shopper segment.

You can check out the conversation here.