Regenerative Brands are a necessary evolution of “sustainable brands” and focus on making a net positive impact on people and the planet. Regeneration is a mindset that must be applied across the entirety of the business, from sourcing materials to how products are manufactured, from the way consumers, employees and partners can evolve over time in the most healthy environment. Brands with products issued from regenerative agriculture are at the interface between pleasure, health, responsibility and culture.
According to the Millennium Ecosystem Assessment, more than 60% of global ecosystem services are being degraded or used unsustainably. The basic ecosystem functions that supply what humans and other species require to survive are crumbling around us: from the provisioning of food, water, fiber and fuel to the regulation of climate, floods, droughts, and diseases. This degradation of ecosystems is also causing significant harm to human well-being and health around the world.
Regenerative agriculture is a holistic agro-ecological approach that regenerates ecosystems, especially soils, and keeps them in a resilient state. It holds many promises, not only positive environmental promises but also social promises and economic outcomes for farmers. By preserving the functioning of the soil, regenerative agriculture not only preserves carbon storage, thus contributing to the fight against global warming, but also the fertility of cultivated land in the face of desertification, and even... the health of consumers !
Regenerative agriculture has been proposed as an alternative means of producing food with lower—or even net positive—environmental and/or social impacts (Rhodes, 2017). A range of claims have been made by different parties about the potential for regenerative agriculture to enhance the sustainability of food production, including for the possibility that regenerative agriculture could form part of a climate change mitigation strategy. Only living systems regenerate. Their resilience requires specific capacities to maintain their potential for vitality and life. Thus, the regenerative approach aims to develop the unique capacities of living beings to continue their evolution for the benefit of all living beings: humans - social and/or environment - nature.
If we increase by 4%o (0.4%) a year the quantity of carbon contained in soils, we can halt the annual increase in C02 in the atmosphere, which is a major contributor to the greenhouse effect and climate change (source) "A University of Washington study has produced preliminary results which confirm this in practice. Tracking eight pairs of regenerative and conventional farms across the US over five years, the study found that crops from regenerative farms had 34% more vitamin K, and 15% more vitamin E, B1 and B2, than conventional farms. The regeneratively-grown crops also had 11% more calcium, 16% more phosphorus and 27% more copper. These nutrients are central to a healthy human diet." (source)
The regenerative economy allows humans to co-evolve with the natural systems around them and reverse degenerative systems (Mang & Reed, 2013). Indeed its purpose is to allow a collective to contribute to an ecosystem service to assist nature in its ability to regenerate. Thus, the regenerative economy goes further than the functional economy and the circular economy, which do not regenerate the resources essential to the health of ecosystems.
According to Guilbert del Marmol (2014), “the future of the circular economy will be alive, reconnected with nature of course; but above all, it will be human” (understand: humans will no longer be excluded from nature and integrated into ecosystems as living beings like any other). “Deep ecology does not separate humans from the natural environment. Deep ecology views the world not as a collection of isolated objects, but as a network of fundamentally interconnected and interdependent phenomena. Deep ecology recognizes the intrinsic value of all living beings and considers man as a simple element in the web of life. The Systems View of Life, Capra and Luisi (2014).
Only living systems regenerate. Their resilience requires specific capacities to maintain their potential for vitality and life. Thus, the regenerative approach aims to develop the unique capacities of living beings to continue their evolution for the benefit of all living beings: humans - social and/or environment - nature.
We have developed a simple and structured Regenerative Business Model Canvas - (REGEN)BMC - that identifies regeneration potential of a business by crossing projects/initiatives with regeneration targets and their outcomes on the value proposition carried by extended stakeholders. A selection of initiatives with the highest potential for regeneration is then made. Indeed stakeholders need to be clear about the ecosystem services they deliver and the ways - economical and non economical to deliver them.
The product innovations from regenerative agriculture are already available to Americans, Australians.... Do you want to know which brands have invested in regenerative agriculture ? What products they have launched ? What claims have they made ? The level of transparency from farm to fork ? What are the certifications ? What about companies - consumers impacts ? Can we hope for biodiversity regeneration ?
REGENERATIVE BUSINESS MODELS #NOUSSOMMESVIVANTS
REGENERATIVE BRANDS Part 1 : THE CLIMATE SOIL STORY #NOUSSO…
REGENERATIVE BRANDS PART 2 - POSITIVE FOOD FROM REGENERATI…
REGENERATIVE BRANDS PART 3 : LOCAL REGENERATIVE AGRICULTURE
and a short recap version
REGENERATIVE BRANDS - PARTS 1,2,3,4 (SHORT VERSION)
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