**Regenerative Is Everywhere. And Nowhere at the Same Time**

Regenerative agriculture is the buzziest phrase in food right now. Case in point, 68 of top 100 food companies say they have a regenerative strategy. Small catch, there is no single standard definition.

On the ground, momentum is real. More than 22 million acres have met Regenerative Organic Certification standards since launch. General Mills has brought together 48 farms in France in a decarbonisation push tied to regenerative practices. Early results show a 12% reduction in greenhouse gas emissions versus the wider cooperative. Häagen-Dazs sources from about 300 farms for its Arras facility, which produces 75 million litres of ice cream annually. Kellanova and Walmart are working with Indigo Ag to nudge Arkansas rice farmers toward regenerative methods.

Why the urgency? Food accounts for one-third of GHG emissions and half of methane emissions. Methane is 80 times more powerful than carbon in warming the climate. If you want to decarbonise, you start on the farm.

Now the tension. Sustainability-marketed products hold 25.4% of US CPG dollar share, up 1.6% year on year. At the same time, inflation is pushing shoppers to prioritize price over sustainability.

Here is the takeaway. Regenerative is becoming table stakes for supply chains, not a guaranteed sales driver. Brands are cleaning up the farm first and hoping the shelf catches up later.