Why do people expect regeneration from brands?

Regenerative farming is on a lot of eco-conscious lips, with brands big and small pledging to replenish the earth they use. With soil health depleting around the world, how can farmers, brands, and individuals work together to address the needs of both the planet and its inhabitants?

The earth beneath our feet is home to countless nutrients, bacteria, and microbes, but it’s rapidly slipping away. In 2014, a UN official stated the world had around 60 harvests left, and though that claim has since been disputed (research from 2020 suggests it’s somewhere between 100 and 200 years), there’s a global agreement that our soils are degrading fast, with the UN calling for a transition to more sustainable farming practices.

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