#regenerative-agriculture

#regenerative-agriculture

A few years ago, I read an article that changed how I think about bourbon. It wasn't about distilling or aging. It was about bread. Bread Is Broken by Ferris Jabr explores how modern industrial farming stripped grains of their flavor and nutritional value in exchange for higher yield, longer shelf life, and cost efficiency. As I read, I kept wondering if flavor has been lost in wheat; what does that mean for the wheat in our whisky?

Sustainability is no longer just a buzzword. Today's younger consumers are not satisfied with talk and small token actions that commanded respect in the past. They actually know the difference between verbiage and meaningful action and are also far less inclined to applaud brands for simply reducing impacts. Instead, through social media and particularly influencers, they seek companies that are endeavoring to regenerate our planet by actively restoring the soil, rebuilding ecosystems, and strengthening local communities.

Rainforest Alliance just announced the launch of a new standard and certification for regenerative agriculture in coffee, with a distinct 'regenerative' seal expected to land on consumer coffee bags in 2026. The organization, which reduced requirements for its core sustainable agriculture certification earlier this year, said the new regenerative agriculture add-on is designed to give farmers and buyers a science-based pathway to achieve positive outcomes in soil health, biodiversity, water stewardship, climate resilience and livelihoods.

Regenerative agriculture has become one of coffee industry's buzziest words of the decade, despite having no clear, universal definition in coffee or other sectors. While it is primarily associated with environmental stewardship - including soil regeneration and biodiversity - it has also become associated with climate resiliency, farmer profitability and even more abstract concepts such as corporate sustainability. GCP, meanwhile, says the RegenCoffee guidance is designed to help

"Our shopping habits are a direct reflection of our values, yet the modern grocery aisle can feel overwhelming. These guides were created to cut through the noise."