ADM has issued a report that says adopting regenerative agriculture practices may boost consumer perception and strengthen trust with sustainability-minded consumers.
The report, Farming for the Future: the State of Regenerative Agriculture Program Adoption, is based on survey data from both consumers and consumer product and retail decision-makers obtained via ADM’s proprietary consumer insights platform, Outside Voice. It builds on earlier ADM research by assessing the business drivers, opportunities and challenges for companies looking to adopt regenerative agricultural practices.
"Our new research clearly shows that consumers are more interested in products that come from companies involved in regenerative agriculture – and executives understand the urgency to be one of those companies,” said Conrad Givers, ADM’s vice president of Strategic Differentiation.
Consumers want products from companies involved in regenerative ag
Earlier this year, ADM research showed that sustainability sourcing claims – and particularly sourcing claims regarding regenerative agriculture – positively impacted consumer purchase decisions. ADM said its newest research report reaffirms the promise and potential of regenerative agriculture practices to meet growing consumer demand for sustainably sourced products while building business resilience for the companies that meet those needs.
ADM said the focus and opportunities are significant: Industry-wide, revenue from regenerative agriculture is expected to grow from $8.70 billion in 2022 to $32.29 billion by 2032.
Among the report’s findings:
- Sustainability-minded consumers are driving demand.
- Adopting regenerative agriculture practices could boost consumer perception, bolster trust and increase purchase consideration. Notably, after learning more about regenerative agriculture, 73% of consumers agreed they would be more likely to trust retailers and brands that implement regenerative agriculture programs, and 72% agreed that they would be more likely to purchase from them.
- Retailers and CPG (consumer packaged goods) brands understand the opportunity and the urgency around regenerative agriculture; of those that don’t currently have programs in place, 65% say their company plans to adopt a program in the next five years or sooner. And late adopters sense they’re falling behind.
- Decision-makers agree on the importance of finding the right industry partners to advance their regenerative agriculture goals.
ADM's regen ag strategy
ADM has been working to implement and scale regenerative agriculture, partnering with downstream customers like PepsiCo, Nestle and Carlsberg; technology partners like Farmers Business Network; and conservation organizations like Practical Farmers of Iowa, Ducks Unlimited and American Farmland Trust.
ADM also participates in industry initiatives and coalitions such as Field to Market, Cool Farm Alliance, and Sustainable Agriculture Initiative, and leverages funding opportunities to bring more value to farmers, such as through the National Fish and Wildlife Foundation as well as participation in USDA’s Partnership for Climate Smart Commodities.
ADM’s regenerative agriculture programs feature direct financial support for farmers; easy processes and cutting-edge technologies to ensure low barriers to entry; and a broad range of support and guidance from both internal and third-party experts.
In 2022, the company enrolled 1,900 U.S. producers representing more than 1 million acres, resulting in an estimated reduction of 253,000 MT of CO2e and sequestration of 115,500 MT of CO2. ADM has set a target to engage 4 million regenerative agriculture acres globally by 2025.
To read ADM’s full research findings, click here.
