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As regenerative agriculture moves from buzzword to business strategy, new consumer insights reveal its potential to reshape the food value chain – from the farmer and soil to the consumer and supermarket shelf. Awareness is growing rapidly across Europe, yet understanding remains limited, creating both a challenge and an opportunity for brands, retailers and farmers alike. Candy Siekmann, director of climate smart ag origination at ADM, explores in this piece.

Translating complex agricultural practices into meaningful outcomes that consumers can see, trust and support is key. When all stakeholders – farmers, manufacturers, brands, retailers and consumers – work together, regenerative agriculture becomes more than a sustainability goal and becomes a shared pathway to resilience, transparency and long-term growth.

Awareness is growing, while understanding is developing

Momentum around regenerative agriculture is building, which is encouraging. In markets such as Germany and the United Kingdom, more than 70% of consumers now recognise the term regenerative agriculture. Yet recognition alone doesn’t drive action. In fact, ADM research shows that most consumers have positive perceptions but are unable to define the specific practices or outcomes that make it distinct, including soil health, biodiversity, water stewardship and more.

Bridging that gap requires clear storytelling and practical examples that connect farming practices to real world benefits. Consumers respond to outcomes that are tangible: healthier ecosystems, thriving rural communities and food production that safeguard resources for future generations. When the story of regenerative agriculture is told through that lens, understanding deepens and purchase intent rises sharply.

Translating complexity into connection

Our research shows that purchase intent scales exponentially once the tangible benefits of regenerative practices are explained. Consumers don’t need agronomic details and instead ask for the relevance. Framing regenerative agriculture around outcomes, like health soils, water conservation and farmers who are investing in long-term land resilience, makes regenerative agriculture both personal and actionable.

For example, 75% of respondents in Poland and 73% of respondents in the UK and Germany believe regenerative agriculture improves soil health. UK respondents also showed high interest in protecting food supplies for future generations (74%) and believe regenerative agriculture practices help farms become more productive and resilient (72%).

These positive perceptions allow brands to connect regenerative agriculture with outcomes consumers already care about to create compelling, shelf-ready narratives. Our survey found that every tested message drove consumer action. Because regenerative agriculture resonates so broadly, brands have the creative flexibility to craft authentic stories that boost purchase intent.

The power of the pack

Despite growing awareness, actual exposure to regenerative agriculture messaging on packaging remains limited. Yet when consumers do encounter it, it strongly influences purchasing decisions. When EMEA consumers were shown products with regenerative agriculture messaging on the packaging, 81% of UK, 78% of German, 76% of Polish, 75% of French and 63% of Dutch consumers said they would purchase the product.

The lesson for brands is clear: on-pack communication matters but it should be simple, specific and credible. Effective messaging focuses on benefits rather than technical details and provides pathways for deeper engagement.

Creating value beyond price

Few shoppers are ready to pay a premium for products that support regenerative agriculture. However, the research suggests that the greater opportunity lies not in price but in preference. Roughly one in five consumers – and nearly one in three Millennials – say they would pay more for products supporting regenerative agriculture. But even among those who wouldn’t, exposure to regenerative messaging increases trust, brand favourability and purchase intent.

For companies, that means regenerative agriculture isn’t just a sustainability investment, it’s a brand building strategy. It strengthens emotional connection, drives loyalty and positions brands for long-term resilience in a market where consumers increasingly reward authenticity and responsible actions.

Farmers are the foundation of the story

Regenerative agriculture starts with farmers. Transitioning to new practices requires time, technical know-how and financial support. Demonstrating real consumer demand for regenerative outcomes helps de-risk that transition by signalling a stable, growing market.

Scaling regenerative agriculture to millions of acres will require more shared investment. For long-term success, brands, retailers and consumers must be part of the solution. That can mean long-term sourcing commitments, transition financing, data partnerships or incentive models that reward continuous improvement. The most successful initiatives are those where every stakeholder shares both the risk and the reward.

Connecting soil to shelf

The research underscores one consistent truth: trust is built through visible, credible action across the value chain. Consumers want to know not only what a company stands for but who it stands with. When brands invest in regenerative agriculture, support farmers through the transition and communicate those efforts transparently, they earn that trust.

Farmers themselves are among the most credible voices in this conversation. Their stories bring authenticity and relatability to regen ag messaging. Many are eager to share how regenerative practices are improving their soil, yields and communities. For brands, amplifying these farmer perspectives transforms abstract messages into human stories that consumers can connect with.

The future of food: A more connected value chain

If we continue to scale regenerative practices through partnerships, we anticipate a food system that is far more connected. Every stakeholder will play a visible role in advancing regeneration and resilience.

This means recognition and reward for farmers' stewardship, supported by data, partnerships and market signals that value the outcomes they deliver. For brands and retailers, it means deeper consumer trust, stronger differentiation and supply chains that are more resilient and transparent. And for consumers, it offers a tangible way to participate in positive change – knowing that their everyday choices contribute to healthier soils, thriving communities and a more sustainable future.

Regenerative agriculture is a framework for collaboration and shared value creation across the entire food chain. By connecting soil health to brand messaging and consumer engagement, it transforms sustainability from a compliance requirement into a growth strategy.

We must now make the benefits visible, keep the stories human and invest together in outcomes that endure. When we do, regenerative agriculture won’t just describe how food is grown – it will define how the entire industry grows stronger, together.