Neo-ecology is leading to fundamental changes as a megatrend

Food choices are no longer based solely on taste and price; environmental awareness and sustainability now shape our lifestyles and consumer decisions. In one of our recent blog posts, we addressed current developments in the food industry and discovered that consumers are increasingly interested in the terms 'regenerative agriculture' and 'carbon footprint,' paying close attention to which brands are genuinely using sustainable practices. [1]

Nutritionist and food trend researcher Hanni Rützler attributes this new interpretation to neo-ecology, which the Zukunftsinstitut identifies as the most important megatrend of our time. Megatrends can be understood as profound changes that shape not only individual segments or areas of social life or the economy but also the entirety of society. [2] According to Rützler, the sustainability paradigm of 'neo-ecology' influences society, culture, and politics, fundamentally realigning entrepreneurial actions and the entire economic system. As a result, this new orientation is increasingly becoming a central economic factor that creates new logics and value systems in the name of the environment. The economic system is evolving into a value system that prioritises sustainability and the common good over growth.

“Whether it's buying decisions, social ethics or corporate strategies: The neo-ecology megatrend is establishing a new set of values that goes into every area of our everyday lives.” - Zukunftsinstitut 2022 [3]

‍

Food Report 2023: Regenerative Food

The latest developments in the Food Report 2023, which go a step further by identifying regenerative food as one of the three new main interests in the food sector, are also considered part of this megatrend. Producing food using regenerative agriculture methods in a climate-friendly and resource-efficient manner can offer a new glimmer of hope in light of the pandemic's consequences, the war in Ukraine, and the climate crisis. Regenerative Agriculture sequesters CO2 by creating healthy soils rich in organic matter and microbial diversity.

‍

The report emphasises that regenerative foods are not merely a short-term trend in the food sector; regenerative methods are already contributing to the necessary transformation of agriculture. In addition to industry and transport, the agricultural sector is responsible for the largest share of greenhouse gas emissions worldwide. This is partly due to conventional methods that heavily disturb and drain the soil. In contrast, regenerative methods protect soil layers by using minimal tillage and implementing catch crops to retain nutrients in the soil. Initiatives such as solidarity agriculture and DIY cultivation of fruits and vegetables also highlight the importance of healthy soils and humus. Another benefit of regenerative food is the diversity of plant species it promotes, which adds variety to our plates. Hanni Rützler notes that regenerative food is likely to attract the attention of the environmentally conscious foodie scene in the near future and serves as a distinctive feature for premium brands and products. Overall, she believes this development will establish itself as a consumer and marketing trend in the long term. [4]

‍

Companies are already using the potential

Regenerative Agriculture is becoming increasingly widespread. This is reflected in the economic interest, which has risen by 138% since 2019, particularly during the pandemic. [5] This development is also evident when examining the current big players in the food industry. One example is General Mills, which has set a goal of managing one million hectares regeneratively by 2030. [6] Walmart goes even further, announcing in an official press release that it will regenerate 50 million hectares of land by 2040. [7] These large food companies view regeneration as a significant opportunity: 'We have recognised that our biggest opportunity is to make a positive impact on our shared planet within our own supply chain,' said Jeff Harmening, CEO of General Mills. [8]

Patagonia, a pioneer in environmental and climate protection, has been pursuing the goal of making a positive contribution to climate protection by looking at its own supply chain since 2017: The certification promotes grazing and animal welfare, fairness towards farmers and agricultural workers, and soil health and land management requirements. [9]

Overall, it is clear that Regenerative Agriculture is no longer a niche topic, but already has a firm place in numerous companies and their sustainability strategies. Many companies get involved and communicate their commitment in a variety of ways: PepsiCo's interactive sustainability report with background information and infographics on Regenerative Agriculture is just one example of this. Nestlé also provides comprehensive information on its website, in CSR reports or videos — other companies such as Stonyfield and Danone are following suit.

“It's a classic triple win situation. Consumers get healthier food, farmers have a safer and more prosperous future, and the planet benefits because regenerative agriculture gives it a better chance to heal and restore itself.” - Jack Uldrich, Forbes Council Member [10]‍

‍

Regenerative Agriculture has pop culture potential

Insights on social media reveal to us that Regenerative Agriculture is popular with consumers: The hashtag #regenerativeagriculture has already 600 thousand posts on Instagram and more than 125 million views on TikTok. Films and documentaries result from growing awareness and interest in agricultural topics: With documentaries such as “Kiss The Ground”, “The Biggest Little Farm” or “Fantastic Fungi” with star cast, the film industry is focusing on the topic of sustainable agriculture. Celebrities such as Leonardo di Caprio, Bill Gates and Patagonia founder Yvon Chouinard are also committed to climate protection and support Regenerative Agriculture. Actor and film producer Leonardo Di Caprio finances regenerative methods with his established foundation, such as the most recent Climate Fund Regeneration.vc, which invests in renewable companies, including Cruz Foam, which uses mussel waste to produce Styrofoam alternatives, and CleanO2, which converts industrial emissions into high-quality fertilisers for agriculture. [11]

We can assert that the trend of Regenerative Agriculture, as predicted by the Zukunftsinstitut, already holds pop culture potential and may guide us into a new era of neo-ecology.

At Klim, we believe that carbon farming is one of the most important nature-based solutions for reducing emissions and removing carbon from the atmosphere in the long term. This applies at both national and international levels, but particularly in the food sector, where the potential is immense—after all, one-third of all CO2 emissions are attributable to food production. Do you want to be part of the regenerative movement? Our business model offers various options:

1. Insetting: We enable food companies to make agricultural processes in their supply chain climate-friendly and environmentally friendly through regenerative practices.
2. Offsetting: With Klim Carbon Credits, CO2 emissions can be offset at product or company level. The purchase supports farmers who are already registered on the Klim platform. They use regenerative methods and store the appropriate amount of CO2 in the soil. The positive impact can be communicated to stakeholders via the Klim label on the packaging.

Feel free to contact us for more information here

[1], [2], [3], [4], [5], [6], [7], [8], [9], [10] Original in English, [11]

‍