REGENERATIVE agriculture has quickly become the darling of the coffee industry.
From trade show stages to corporate branding, the buzzword dominates discussions, promising to be the “next big thing” in sustainable production.
Labels boasting regenerative practices have proliferated, and big players like Nespresso, Starbucks, Illy, and Lavazza are starting to actively support regenerative agriculture initiatives. Multinationals like Nestlé, Walmart, and Target also appear to be investing, recognising the potential for market growth and enhanced brand reputation.
Yet, beneath the fanfare lies a fundamental question: is this movement delivering meaningful change, or is it simply repackaging age-old practices in a new trend-driven guise – generating yet more biased certifications and auditing measures?
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