REGENERATIVE PRODUCTS IN USA market brands ecosystem
1- From sustainable brands to sustainable products
Despite their strong sense of personal responsibility in relation to climate change, consumers do not consider themselves to have primary responsibility vs. private companies. BRANDS - Consumers expect brands to act responsibly
BRANDS - …however consumers can only name a few and are not investigating their practices
BRANDS - Examples of sustainable brands from pre task All B corp companies.
We are on a journey to collaborate with farmers, suppliers, researchers, and nonprofits to minimize our environmental impact and advocate for long-term solutions. source
We recognize that truly wholesome foods positively impact both our well-being and the health of the planet. T hat’s why, for the last two decades, we’ve prioritized organic, plant-based ingredients and supported sustainable agriculture. source
Guided by our core values and our work with respected partner organizations, we help ensure that all farmers and farmworkers in our supply chain — from Vermont dairy farms to smallholder cocoa farms in the Ivory Coast — can thrive. source
BRANDS - Examples of sustainable brands from EXPO WEST
Small penetration but 130% overall growth of regen brands. 300 to 400 products available in the market. Regenerative Agriculture brands outperforms with $75MM +42% vs last year for Good culture for example). Pop-at-Home Kernels rose $10M BRANDS – Regenerative brands impressive growth
Family Farmed Pop-at-Home Kernels are grown and packaged on the McKaskle Family Farm in Missouri. The popcorn is packaged in a 28 oz, 35% post-consumer recycled pouch. Quinn has secured $10m to advance regenerative farming in series B founding.
BRANDS – Brands playing regenerative organic
Few sustainable brands have a regenerative agriculture product
Across categories
Many regenerative organic products putting forward sustainable farming practices
From cotton to meat to wheat to hemp and apples, to food supplements and beauty products
Limited to 1 product SKU Or 1 ingredient (sugar, coconut oil…)
BRANDS – Now regenerative organic is making it’s way to the front of packs
Product positive impact Sugar that regenerates soils or crackers that capture CO2
Product sustainable sourcing Regenerative agriculture mentioned or certified in front of packs
Enhanced product benefits Reformulations of four of TAZO's original best-selling blends
BRANDS – Brands launching regenerative products
Brands play Regenerative Agriculture with 3 rational mains benefits : Good for the planet to support climate / Good for me supported by nutrient density stories / Good for the environment with soil, biodiversity / Good for local community with farmer support . And a 4th one purely emotional “connected to nature”+ “biodiversity (animals, water…). Key motivations are tapped by pair or trio, supported by multiple certifications.
MULTIPLE CERTIFICATIONS. SOME BRANDS GROWING FROM FAIR TRADE TO ORGANIC
STORY WITH MULTIPLE IMPACT SUCH AS CLIMATE, SOIL HEALTH AND BIODIVERSITY
ONE CLAIM ALWAYS PUT FORWARD
2- Retailers, a major partner for healthier and more sustainable product adoption
DISTRIBUTION – Retailers, a major partner for healthier and more sustainable product adoption
Shoppers mention that lack of availability of responsible brands in their store and price as some of the barriers to sustainable consumer behaviors in the face of the impact of global warming. (source)
DISTRIBUTION – Retailers are bringing food alternatives to their attention
Whole foods makes it easy for consumers to find plant based, organic and local alternatives
DISTRIBUTION – Retailers are bringing food alternatives to their attention Regenerative brands launched exclusively with whole foods market. whole foods is prioritizing ROC and Land to market Certified products over Regenerative Agriculture non Certified products
DISTRIBUTION – Retailers are bringing food alternatives to their attention Erewhow promoting regenerative agriculture
DISTRIBUTION – Retailers are bringing logo squeez alternatives to their attention at higher prices GOGO squeez at Erewhow
3- Regeneration as a holistic approach to answer consumers expectations
PRODUCTS – The spectrum of sustainable claims is wider than ever
REGEN AG
RESPONSIBLE PRACTICES / SUSTAINABLE CERTIFICATIONS
CLIMATE
ENVIRONMENT
HEALTH
HOLISTIC CONSUMERS – Consumers checking a wider array of certifications
95% of Americans reported they are aware of one or more food certifications, and 59% reported they purchase one or more foods with certifications. source The first and arguably most important factor changing consumer eating habits is their desire for wellness. The second factor influencing how consumers shop for food is a desire to support companies focused on “doing good,” as demonstrated by making ethical choices and using profits to do what’s right for people, animals and the ecosystem.
HOLISTIC CONSUMERS – Rising consumer interest for farming methods
Consumers increasingly expect brands, especially in the food industry to adopt sustainable farming with less impacts on environment and biodiversity and move away from industrial farming (kantar food 360)
HOLISTIC CONSUMERS 2 farming methods at EXPO WEST. Organic, a massive trend for fruit/vegetables products and regenerative agriculture trendiest of all. Green queen counted 28 booths showcasing regenerative products. Another source counted 63 CPG brands exhibiting at Expo West this year that publicly support regenerative agriculture. That’s up from last year’s 53. That’s 2% of the ~3100 total exhibitors.
key moments
.
… .
Organic growth in 2021 came in at an overall rate of 2.2% according to the Organic Trade Association (OTA) but Organic sales growth has slowed in 2022. As we move out of the grip of the pandemic, consumers are embracing new ways of thinking . Top amongst these is a new way of thinking about health and wellness, which is manifesting in many ways. (new hope) HOLISTIC CONSUMERS – Organic messaging is opening to people and planet benefits to boost sales
The two concepts with the greatest potential to motivate respondents to buy more organic products are " Organic products are made with clean ingredients, free from pesticides, chemicals and toxins" and "Organic is better for people and the planet." (New Hope's Inside Organic) *
According to a Pew Research survey, 76% of adult respondents purchased organic food for health concerns. source
* By age, "Organic is a powerful solution to climate change," resonated with respondents ages 18-34, while respondents ages 35-46, were slightly more motivated by "Organic plays a key role in living a healthy lifestyle."
HOLISTIC CONSUMERS – Regenerative organic as a more holistic organic certification Consumers are willing to pay a premium for Regenerative Organic Certified products and WFs is prioritizing ROC and Land to market Certified products over Reg Ag non Certified products
Regenerative Organic Certified ™ is a new, holistic standard raising the bar for how food is produced. ROC uses the USDA NOP Organic standard as a baseline. From there, it adds important criteria and benchmarks that incorporate the major pillars of regenerative organic agriculture into one certification.
ROC certification is based on practices and not outcomes and it’s proven that Healthy soil can store more carbon!
HOLISTIC CONSUMERS – Regenerative Organic as organics elevated White leaf is communicating on « organic elevated » instead of "regeneratively farmed »
The world needs topsoil to grow 95% of its food, but generating just 3 centimeters of topsoil takes 1,000 years! 🤯 According to the United Nations, soil is degrading so quickly that we may have less than 60 harvests left. That's why when you invest in the soil, you invest in the planet. Here's the good news: if we can increase soil organic matter by just 1.6%, we can achieve long term food security and drop atmospheric carbon dioxide to pre-industrial levels (source: Kiss The Ground). Here’s how: Regenerative agriculture is the solution to rebuild our soils and restore ecosystems. By supporting regenerative, we can achieve all this AND rewrite the narrative that humans are a destructive force on our planet.
HOLISTIC CONSUMERS – Regenerative agriculture as a holistic approach at farms level to generate multiple positive impacts
THANK YOU….
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27Made with FlippingBook - Online Brochure Maker