Regenerating soil or regenerating advertising?
Regenerative agriculture needs transparent rules, measurable progress and living soil. An appealing word alone is insufficient.
Published: 17 October 2026 · Starting point: organisations’ joint statement of 2 June 2026
What does a package’s “regenerative agriculture” claim guarantee: soil life protection, fewer harmful inputs, improved infiltration, or participation in a named programme?
On 2 June 2026, IFOAM Organics Europe and other organisations issued a joint statement on misleading use in corporate communication and European policy. They recognise credible regenerative practices grounded in organic agriculture and agroecology, while warning that vague claims can overshadow substantial work and redirect resources. This is an organisations’ policy intervention, rather than a court ruling against a company.
One word, different requirements
Without a single binding European standard, interpretations differ. Private programmes do not all require the same things. Friends of the Earth’s 5 May 2026 assessment of ten programmes found differences in inputs, soil health, control and traceability. It reflects that organisation’s criteria, not an official EU ranking.
A programme helping a conventional farmer begin transition can be valuable. Claims should identify what is certified, the transition stage and verified outcomes, rather than implying a completed change.
Beyond carbon
Living soil is central to our approach. Soil Food Web School microscopy can help understand changes and plan interventions. It does not replace carbon-stock measurement or constitute government farm certification.
We propose combining biology, physical and chemical properties, inputs and farmers’ economic resilience. A green-field photograph cannot answer these questions.
What consumers should be able to learn
Who sets rules and independently checks them? Which substances are allowed? Are there baseline and repeated measurements? Does the claim concern the whole product or a small fraction? Is there traceability from field to package?
Organic production has a legal framework. Article 30 of Regulation 2018/848 protects relevant terms for covered products. “Regenerative” does not replace that obligation or automatically imply organic certification.
We support clear distinctions between transition efforts and verified outcomes, recognising farmers’ work and informing buyers.