5 Tips for Retailers to Support Regenerative Agriculture and Avoid Greenwashing

Getting out on the land, making a public commitment to sourcing regeneratively, identifying and stocking products coming from verified regenerative land, promoting verified regenerative products during April for Earth Month, and having a mindset of continuous improvement are actionable steps for retailers to support regenerative agriculture.

According to a recent survey Land to Market conducted amongst natural consumers across the USA, 45% of people said a seal (like a verification or certification) backed by science would make them more inclined to purchase products with regenerative claims. Fortunately, such a label exists – the Land to Market verification seal, which is on over 1,000 products found in retailers across the world. Our verification can be found on products ranging from Applegate hotdogs to Ugg boots, all things involving animal agriculture.

The education journey starts with retailers

Here are some of the ways retailers can champion improving environmental health, specifically from regenerative agriculture.

Example shopper marketing concept for retailers

1. Get out on the land

In order to fully appreciate a regenerating ecosystem within an agricultural context, one needs to physically be on the land to effectively see how livestock can be key to improving ecosystem function, such as improving soil health and biodiversity. When we first begin to work with a retailer, we like to get their team out onto a local farm that has achieved Ecological Outcome Verification, or EOV, the science inside of Land to Market, a protocol developed by the Savory Institute to monitor land health. Getting retailers out onto a verified regenerative farm allows us to help take them a deep dive into regeneration. We are typically conducting these events during Spring or Autumn. In fact, our next retailer event is happening November 2, 2023 at a ranch near Little Rock, Arkansas. 

2. Make a public commitment to sourcing regeneratively

Take a stand and commit to doing better by the planet by telling the world that your store plans to stock products from regenerative land, when possible. When you become a member of Land to Market, we will work with your team on a joint news release outlining your commitment and goals. See examples of other companies that have made such a commitment with Land to Market here.

3. Identify & stock products coming from verified regenerative land

Anyone can claim that their products come from regenerative land. We see a lot of companies talking about so-called “regenerative practices,” to which we recommend putting less emphasis on practices of farmers (as every farm is different and farmers know their land best) and focus instead on measurable outcomes. For this reason, it is best for retailers to stock products that can offer proof, not just a claim. And remember, the products themselves are not regenerative; products sitting on a shelf can not regenerate anything, but rather the land they came from can be regenerating.

4. Promote verified regenerative products during April for Earth Month

Anytime is a good time to showcase higher attributed products, like those coming from regenerative land, but there are a few times of year that lend themselves especially well. Earth Day (April 22,) as well as World Environment Day (June 5) and World Soil Day (December 5.) I recommend retailers carve out a time each year to create a campaign focused on products that come from regenerative agriculture. Inside the store environment, that could look like end caps featuring products only from regenerative farms, shopper marketing signage bringing to life things such as the importance of soil health as a means for drought mitigation and overall better, healthier environments.

5. Have a mindset of continuous improvement

While it’s nice to uplift brands trying to do right by the planet, it’s important to not alienate those that have not yet begun that process. Ideally, we can bring everyone along on the better-for-the-planet, regenerative journey. It takes time to make big changes in how companies produce or source their natural products and that’s ok.

If retailers can at least plant the seed in shoppers’ minds about regenerative and why land health matters, the brands producing products from regenerative farms, and verifications like Land to Market, can do the rest.

Work with Land to Market

Retailers, contact Land to Market's marketing team to learn more about working with us as a member to support regenerative agriculture. Contact us at marketing {at} landtomarket.com or fill out the contact form here.