Regenerative Agriculture Gains Momentum with New ‘Journey to ROC’ Program
Table of Contents
- 1. Regenerative Agriculture Gains Momentum with New ‘Journey to ROC’ Program
- 2. Addressing Challenges in Regenerative Farming
- 3. Journey to ROC: A Stepping Stone to Certification
- 4. Bridging the Gap Between Standards
- 5. key Differences Between ROC and RegenAgri
- 6. Expanding Reach and Building a Sustainable Future
- 7. Looking Ahead: The Future of Regenerative Agriculture
- 8. Understanding Regenerative Agriculture
- 9. Frequently Asked Questions about Regenerative Agriculture
- 10. How does the ROA initiative specifically address the issue of unsubstantiated sustainability claims in agriculture?
- 11. Regenerative Organic Alliance Tackles Greenwashing & Drives Regenerative Agriculture Forward
- 12. Defining the Challenge: Greenwashing in Agriculture
- 13. ROA’s New Initiative: A Multi-Pronged Approach
- 14. Understanding Regenerative Organic Certification (ROC™)
- 15. Benefits of Regenerative Agriculture: Beyond Sustainability
- 16. Real-World Examples: Farms Leading the Way
- 17. Practical Tips for Consumers: Supporting Regenerative Practices
- 18. the Future of Regenerative Agriculture & Combating False Claims
A collaborative effort to expand the reach of regenerative agriculture is underway, with the launch of the “Journey to ROC” initiative. This program, announced today, is designed to guide more farmers and food brands toward sustainable practices and higher certification standards. The initiative arrives at a crucial time, as demand for sustainably produced goods continues to rise and the complexities of implementing regenerative methods become increasingly apparent.
Addressing Challenges in Regenerative Farming
The Regenerative Organic Alliance (ROC), along with RegenAgri, has initiated this program to overcome hurdles preventing widespread adoption of regenerative agriculture. Concerns regarding stringent certification requirements and the need for greater accessibility have driven this partnership, aiming to create a more inclusive pathway for farmers.
Journey to ROC: A Stepping Stone to Certification
Journey to ROC functions as a tiered system, allowing farms and brands that currently do not meet the stringent criteria for ROC Certification to first obtain RegenAgri certification. This provides an achievable intermediate goal, encouraging continuous improvement towards ultimately achieving the ROC standard within a timeframe of three to five years. RegenAgri presently boasts certifications for over 300,000 farms globally, showcasing its capacity for widespread impact.
“Farmers start their regenerative organic journeys from a lot of different places,” explained Franco Costantini, CEO of RegenAgri. “We need to meet the farmers where they are.”
Bridging the Gap Between Standards
While maintaining high standards is paramount, the ROC acknowledged the need for versatility. Previously, brands seeking to integrate regenerative practices into their supply chains faced limited options if they couldn’t instantly meet ROC’s requirements. This new program provides a viable choice and prevents companies from settling for less rigorous certifications. According to Christopher Gergen, CEO of the Regenerative Organic Alliance, “We’ve got brands that want to get their supply chains on this path, and we never had a good answer for it.”
key Differences Between ROC and RegenAgri
A core distinction between the two certifying bodies lies in the requirement for organic farming.RegenAgri does not mandate organic certification,recognizing that certain farms may face practical challenges in achieving it.Though, farms participating in the Journey to ROC program must ultimately attain organic certification as they progress.
| Feature | Regenerative Organic Alliance (ROC) | RegenAgri |
|---|---|---|
| Organic Certification Required? | Yes | No |
| Certification Rigor | High | Moderate |
| Global Reach | Developing | extensive (300,000+ farms) |
| Focus | Holistic, stringent organic & regenerative practices | Accessible entry point to regenerative practices |
Did you know? Consumer demand for regenerative agriculture products is surging, with a 2023 Nielsen report indicating a 30% increase in sales of products marketed as “regenerative”.
Expanding Reach and Building a Sustainable Future
The partnership between ROC and RegenAgri extends beyond certification. It encompasses data sharing and a commitment to supporting farms throughout their transition to regenerative practices. ROC aims to add 100 certified brands in Europe within five years,utilizing European farms participating in the program.The Alliance is also actively seeking pilot farms and brand partners to accelerate the implementation process.
“The incentive is the market signal that people have recognized ROC Certification as the highest standard,” Gergen stated.
Pro Tip: Look for certifications like ROC and RegenAgri when shopping to support brands committed to environmentally responsible farming practices.
Looking Ahead: The Future of Regenerative Agriculture
This collaborative step indicates a growing recognition of the need for a more unified and accessible approach to regenerative agriculture. While numerous certifications currently exist, creating a clear pathway for farmers and consumers will be vital for fostering a truly sustainable food system. The program will not allow brands in the Journey to ROC program to showcase any ROC stamp while they are still not meeting the high standards, they will receive a RegenAgri stamp.
Understanding Regenerative Agriculture
regenerative agriculture is a conservation and rehabilitation approach to food and farming systems. It goes beyond simply sustaining resources; it actively aims to improve them. Key principles include minimizing soil disturbance, maximizing crop diversity, maintaining living roots in the soil, integrating livestock, and avoiding synthetic fertilizers and pesticides. These practices contribute to healthier soil, increased biodiversity, improved water cycles, and enhanced carbon sequestration, mitigating climate change.
Frequently Asked Questions about Regenerative Agriculture
- What is regenerative agriculture? Regenerative agriculture is a farming practice that focuses on rebuilding soil health, increasing biodiversity, and improving the overall ecosystem.
- Why is regenerative agriculture vital? It offers a solution to soil degradation, climate change, and biodiversity loss, creating a more resilient and sustainable food system.
- What is the difference between organic and regenerative agriculture? While organic farming avoids synthetic inputs, regenerative agriculture goes further by actively improving soil health and ecosystem function.
- How can consumers support regenerative agriculture? By purchasing products from brands with regenerative certifications, supporting local farmers, and advocating for policies that promote sustainable farming practices.
- What role does certification play in regenerative agriculture? Certifications like ROC and RegenAgri provide assurance to consumers that products are produced using verifiable regenerative practices.
What are your thoughts on the role of certifications in promoting sustainable agriculture? How important is it for consumers to understand the origins of their food?
How does the ROA initiative specifically address the issue of unsubstantiated sustainability claims in agriculture?
Regenerative Organic Alliance Tackles Greenwashing & Drives Regenerative Agriculture Forward
Defining the Challenge: Greenwashing in Agriculture
The rise of consumer demand for lasting products has unfortunately been met with an increase in greenwashing – the practice of misleading consumers regarding the environmental benefits of a product or service.In agriculture, this frequently enough manifests as vague claims of “sustainability” without concrete evidence or adherence to verifiable standards. This erodes consumer trust and hinders the growth of genuinely regenerative agriculture practices. The Regenerative Organic Alliance (ROA) is directly addressing this issue with a new initiative designed to provide clarity and accountability.
ROA’s New Initiative: A Multi-Pronged Approach
Announced today, October 16, 2025, the ROA’s initiative focuses on three key areas to combat greenwashing and accelerate the adoption of regenerative farming techniques:
- Enhanced Certification standards: The ROA is strengthening its Regenerative Organic Certified™ (ROC™) standards. updates include more rigorous soil health testing requirements, increased emphasis on farmer well-being, and expanded animal welfare criteria. this builds upon the existing framework, which already demands high standards in soil health, water management, and biodiversity.
- Public Education Campaign: A comprehensive public awareness campaign will launch in Q1 2026,aimed at educating consumers about the difference between genuinely regenerative products and those making unsubstantiated claims. This will leverage digital marketing, social media, and partnerships with retailers to reach a broad audience. Key messaging will focus on understanding the ROC™ label and its importance.
- Collaboration with Regulatory Bodies: The ROA is actively engaging with government agencies and industry organizations to advocate for clearer definitions of “regenerative” and stricter regulations against greenwashing. This includes providing data and expertise to inform policy development and promote standardized labeling practices.
Understanding Regenerative Organic Certification (ROC™)
The Regenerative organic Certified™ standard isn’t simply about minimizing harm; it’s about actively improving the health of the planet. It goes beyond organic certification by focusing on a holistic approach to farming that prioritizes:
* Soil Health: Building organic matter, minimizing soil disturbance, and promoting microbial life.
* Water Management: Improving water infiltration and retention, reducing runoff, and protecting water quality.
* Biodiversity: Enhancing plant and animal diversity both above and below ground.
* Animal Welfare: Providing animals with humane living conditions and access to pasture.
* Farmer & Worker Fairness: Ensuring fair labour practices and supporting farmer livelihoods.
Benefits of Regenerative Agriculture: Beyond Sustainability
Adopting regenerative agricultural practices offers a multitude of benefits, extending far beyond environmental sustainability.These include:
* Increased Crop Yields: Healthy soils lead to more resilient and productive crops.
* reduced Input Costs: Less reliance on synthetic fertilizers and pesticides translates to lower expenses for farmers.
* Enhanced Carbon Sequestration: Regenerative farming actively draws carbon dioxide from the atmosphere and stores it in the soil, mitigating climate change. This is a key component of carbon farming initiatives.
* Improved Water Quality: Healthy soils filter water more effectively, reducing pollution and protecting watersheds.
* Greater Resilience to Climate Change: Regenerative farms are better equipped to withstand droughts, floods, and other extreme weather events.
Real-World Examples: Farms Leading the Way
Several farms are already demonstrating the power of regenerative agriculture and the benefits of ROC™ certification.
* White Oak Pastures (Bluffton, GA): A pioneer in holistic management and ROC™ certification, White Oak Pastures has successfully restored degraded land and built a thriving, vertically integrated farm operation. Their commitment to animal welfare and soil health is widely recognized.
* Patagonia Provisions (Nationwide): The food division of patagonia, Patagonia Provisions, actively sources ingredients from ROC™ certified farms, demonstrating a commitment to supply chain openness and regenerative practices.
* Dr. Bronner’s (California): This well-known soap company sources many of its ingredients from ROC™ certified farms, supporting regenerative agriculture and promoting ethical sourcing.
Practical Tips for Consumers: Supporting Regenerative Practices
Consumers play a crucial role in driving the demand for regenerative products.here’s how you can make a difference:
- Look for the ROC™ Label: When shopping, actively seek out products with the Regenerative Organic Certified™ seal.
- Support Brands Committed to Regeneration: Choose brands that prioritize regenerative sourcing and transparency.
- Ask Questions: Engage with brands and retailers to inquire about their sustainability practices.
- Reduce Food Waste: Minimizing food waste is a critical component of a sustainable food system.
- Advocate for Policy Changes: Support policies that promote regenerative agriculture and discourage greenwashing.
the Future of Regenerative Agriculture & Combating False Claims
The ROA’s initiative represents a meaningful step forward in the fight against agricultural greenwashing and the expansion of regenerative agriculture. By strengthening certification standards, educating consumers, and collaborating with regulatory bodies, the ROA is paving the way for a more sustainable and resilient food system. The focus on verifiable standards and clear labeling will empower consumers to make informed choices and support farmers
