Extract from the PDF released by https://www.eitfood.eu/projects/consumerobservatory. The article below only states the recommendations, for the full article please go to the website mentioned above. In order to stimulate consumer demand for products made by using regenerative agricultural practices, applying the following guidelines will help generate support from consumers.

Tell a compelling story about the advantages of regenerative over conventional agriculture

• Create a sense of urgency for regenerative agriculture by creating awareness about the environmental issues agriculture is currently facing. At the same time promote the advantages of regenerative agriculture compared to conventional agriculture, such as healthier soil.
• As consumers believe that products from regenerative agriculture are healthierbecause of lack of chemicals and tastier because of more nutrient-rich soil, it isimperative to conduct more research and finding out if these expectations matchreality. Communication strategies can eventually make use of these perceptions,without greenwashing

But avoid blaming farmers for the drawbacks of conventional agriculture

• Consumers sympathise with farmers and mostly do not hold negative beliefs towardsthem and their conventional way of producing food. When discussing the drawbacksof conventional agriculture it is important to discuss the importance of policy changesthat are necessary to encourage farmers to farm more sustainably.

Use a consumer centric definition for regenerative agriculture that includes product-level benefit

• To effectively communicate the concept of regenerative agriculture to consumers, it is important to use a consumer-centric definition that resonates with their values and concerns. The existing definitions in academic and agricultural literature often focus on technical aspects and environmental benefits, which might not fully engage the average consumer.
• While consumers understand that soil health is a determinant of food quality, but beyond the production stage, they need to know what the benefits are that regenerative agriculture affords to the food product itself. When communicating the benefits of regenerative agriculture, focus on details at the product level, rather than on the production level. Consumers pay little attention to technical agricultural details. Rather, they are compelled by the product benefits like better tasting food and healthier foods.

Explain the differences between organic and regenerative

• Focus on explaining how regenerative agriculture offers additional benefits to consumers compared to organic agriculture. For instance, consumers need a compelling explanation of regenerative agriculture being an ecosystem service, and how this affects the nutrient density of their food (a perceived benefit that organic foods may not offer).

Address the concerns: it is possible at scale, will farmers benefit, and will prices rise?

• Consumers need to be informed on how regenerative agriculture can produce food at a large enough scale to feed the world. For example, by highlighting the yield that regenerative agriculture can produce in the long term, particularly in comparison to conventional agriculture.
• Consumers need evidence from farmers themselves that farmers benefit when they transition. Testimonials and success stories directly from farmers, emphasizing the benefits they have experienced such as improved soil, better yields, fewer pests or plant disease. Furthermore, consumers want to be reassured that farmers will not bear the brunt of transitioning to this way of agriculture. They want to know that farmers will be supported, for example through subsidies, collaborations with retailers, or other support systems that will offset initial costs.
• Consumers may accept higher prices for foods produced through regenerative agricultural methods, as long as the price point is not higher than the price of organic food. If prices do end up being higher than organic foods, consumers need to understand and be persuaded about the additional benefits of regenerative agriculture beyond those of organic foods.