Sustainability has become the buzzword of the moment, but it’s nothing new for the natural products industry. Many companies have been doing their part to protect the health of the planet since their inception.
“The natural foods industry is built upon the principles of holistic wellness and harmony with nature, so sustainable and regenerative practices are inherent to our core values. Many brands, including Bragg, have long histories of operating in a manner that benefits both people and the planet,” says Linda Boardman, CEO, Bragg Live Food Products. “Paul Bragg, our founder, espoused the word ‘organic’ long before it ever entered the mainstream. He was an early skeptic of the over-dependence on petrochemicals and synthetic pesticides in our food system, making the connection between agricultural health and personal health.”
Consumers also have made this connection, and use their dollars to support businesses that demonstrate a commitment to the environment. In fact, a PwC survey revealed that consumers will pay a premium (up to 9.7% above average price) for sustainably produced or sourced products.
Offering a closer look at the eco-conscious shift among consumers: “According to Innova Market Insights 2023 Lifestyles & Attitudes Survey of Canadian and U.S. consumers, the health of the planet is the number one global issue that concerns them the most, with 16% of those consumers surveyed identifying they have switched to more sustainably grown/produced products to support the environment in the past 12 months,” reports Kate Quackenbush, Communications Director, Gnosis by Lesaffre. “Consumers are making these choices for themselves, and they expect action from businesses. A 2024 Innova Trends Survey showed that 74% of U.S. and Canadian consumers believe companies should be more efficient with the use of natural resources, while 71% expect companies to be transparent about their raw material sources, and 66% expect companies to invest in nature protection.”
One significant way companies invest in nature protection is by adopting regenerative agriculture practices. “Regenerative and biodynamic farming practices support soil health and more resilient crops, which in turn reduce water usage and erosion,” notes Adam Thatcher, CEO of Grace Farms. “Using organic fertilizers and pesticides is an important step, but interplanting with complementary species and rotating crops is also essential to rebalancing soils’ productivity.”
Retailers are in an ideal position to highlight how brands are using regenerative agriculture in production. “Consumers are becoming more aware of how harnessing regenerative agricultural practices can support a healthier ecosystem,” explains Kyle Brookmeyer, Head of Sustainability, FrieslandCampina Ingredients. “Doing this provides a myriad of benefits—helping absorb carbon, protecting crucial pollinators and ultimately future-proofing our food systems. Sourcing ingredients from suppliers with a proven track record in preserving biodiversity offers companies a tangible example of their commitment to supporting a healthier planet. By providing consumers with the nature-supporting solutions they’re looking for, it’s also an effective way for brands to cultivate brand loyalty and trust.”
Of course, as interest in sustainability has grown, so too have gimmicky marketing tactics, and it’s important for retailers to be able to distill out false claims and prioritize brands that are really making an impact. “Greenwashing is a real concern for the industry,” cautions Andrew Martino, Senior Category Manager, Sugar & Sweeteners, Global Organics. “There has to be a commitment that when you say something is ethically sourced, that it's going to be produced with respect for the stakeholders in the environment and not just a meaningless certification to improve consumer perception. At Global Organics, we're not just a documentation company, in that we don’t take a document at face value. We visit our suppliers and look at the authenticity of the work that is actually happening at the ground level. Choosing the right suppliers is the place to start, but beyond that you must validate by actually seeing what is happening in person.”
The Power of Regenerative Agriculture and B Corps
Stocking products that carry certain certifications is one way retailers can show their commitment to sustainability. “For people who are focused on nutritious food that's produced in an environmentally responsible way, regenerative organic is the gold standard,” says Aaron Iverson, National Sales Manager, U.S. and Canada, Global Organics. “The Regenerative Organic Certification (ROC) builds upon the USDA Certified Organic standard and incorporates criteria for regenerative organic agriculture. ROC focuses on soil health, animal welfare, and fair treatment of farmworkers.”
Jeff Tkach, CEO, Rodale Institute, shared his insights with WholeFoods Magazine readers in Soil Health is Human Health: “As the demand for certified organic products in our food system continues to rise, many farmers and producers face the challenge of acquiring the necessary technical assistance and knowledge to transition to regenerative organic practices.
With climate change, soil degradation, and other environmental pressures impacting agricultural production, conventional methods remain the mainstream approach. Rodale Institute, the global leader of regenerative organic agriculture and research, is dedicated to leading the way in helping farmers transition to regenerative organic practices, aiming to create healthier soil, which in turn leads to a healthier food system and healthier humans. For 77 years, Rodale Institute has been at the forefront of the organic agricultural movement through rigorous research, farming training, and education. The Institute’s work is driven by a vision to transform agriculture through regenerative organic practices that restore soil health, enhance biodiversity, and improve food quality. Additionally, Rodale Institute’s research proves that organic farming is viable and essential to humanity’s survival. This groundbreaking science and direct farmer support programs serve as a catalyst for change in farming and food production worldwide.”
Another organization helping to light the way for farmers: Dr. Robert “Bob” Quinn, founder of Kamut International and a Naturally Informed speaker (view his session, Naturally Informed: Climate Change, Pandemics & Public Health—A Call to Action, on demand), recently launched Quinn Institute, a “research and demonstration hub designed to foster the evolution of regenerative organic agriculture and a place-based approach to solving the national food and health crisis.”
Quinn, who has been a pioneer in the regenerative organic agriculture movement for years, has long envisioned a rise in the number of successful regenerative organic producers growing nutrient-dense foods. He constructed the institute to serve five pillars for system change:
- Creating a Partnered Environment and building an engaging community to address some of our greatest challenges.
- Advancing the science, understanding, and promotion of food as medicine.
- Leading place-based agriculture research and the practice of regenerative organic agriculture and healthy food production.
- Understanding and promoting the solutions that regenerative organic agriculture has for mediating climate change and reducing chemical pollution on our planet.
- Using a regional approach with far-reaching, national, and global implications. "The U.S. faces interwoven crises around a resilient solution to nutritious food production and the tsunami of chronic disease that is sweeping the country,” Quinn cautions. “Establishing the Quinn Institute is a timely response to a growing need to craft a healthier future for our population.”
Brands that go for B-Corporation Certification are also a good bet. “I feel strongly that businesses can implement a social and/or environmental responsibility metric and derive opportunity from it by making a commitment to achieving ‘purpose’ as well as ‘profit,’” explains Andrew Hebard, CEO & Founder, Natures Crops International. “Becoming B Corp certified takes this to a level that is independently verified and where putting purpose ahead of profit becomes a cultural component of how you run your company. It tells your team, your customers, and your stakeholders not just that you care, but that you are taking specific actions transparently and are prepared to be held accountable for them. It also sets an expectation about what you can look for when dealing with other B Corps companies, like a set of guiding principles or codes of practice that everyone can understand and embrace.”
7 more sustainability practices worth celebrating
Many natural product companies are going above and beyond in their efforts to support the health of the planet. Here are some standout initiatives.
1.Take a 360° approach
Brands should be looking to incorporate sustainable practices across every facet of production, says Tristan Woodsmith, Sustainability Analyst, Fungi Perfecti. “We have implemented a wide range of sustainable and regenerative business practices rooted in our commitment to organic, sustainable cultivation and environmental stewardship. We focus on organic farming methods that avoid harmful chemicals, thereby safeguarding biodiversity and promoting ecosystem health. We are proud to be climate positive, offsetting 110% of our carbon emissions through global carbon offset projects and reducing our own carbon footprint by upgrading to energy-efficient LED lighting and HVAC systems and consolidating our offices and warehouses to increase operational efficiency. We also focused on renewable energy, installing a solar photovoltaic system at our farm. In our packaging efforts, we have reduced material use, incorporated recycled content wherever possible, and replaced many traditional plastics with biopolymers.”
Woodsmith adds that the company’s dedicated Sustainability Committee is constantly looking for more ways to improve as part of their B-Corp certification. “B-Corp certification motivates us to continuously assess and improve our sustainability efforts, ensuring that our growth and profitability contribute to broader societal and environmental goals aligned with our values.”
2. Educate and incentivize farmers
Farmers need a helping hand to learn regenerative agriculture techniques and Cargill is investing in helping to train them. “In 2020, Cargill launched the effort in the U.S. to help farmers connect with new and emerging carbon markets, while preparing them for the future of farming,” says Julie Robey, Customer Sustainability Leader for Food Solutions Americas, Cargill. “Cargill RegenConnect makes it easy for farmers to adopt new soil health practices by providing compensation, access to technical support, simple enrollment and data collection, and transparent measurement and verification options. We are providing unprecedented market access to farmers, giving them the opportunity to earn money for their work as custodians of the land. Since 2020, Cargill has advanced regenerative agriculture practices on nearly 1 million acres of North American farmland. We’ve expanded to 24 states, added more commodities, and launched similar regenerative agriculture programs in other geographies, including Canada, Brazil, Australia and Europe.”
Luker Chocolates also helps farmers implement regenerative practices. “We work with more than 15,000 farmers, and while it is challenging for all of them to be fully regenerative, we promote and support practices that move us closer to this goal,” says Julia Inés Ocampo Duque, VP of Cocoa Sourcing and Sustainability, Luker Chocolate. “Our mission is to raise awareness among all small cocoa producers about the importance of caring for the environment, aiming for a carbon-positive footprint throughout the supply chain. We have set the goal of being Net Zero by 2030, which requires close collaboration with small cocoa producers to increase carbon sequestration within their crops and reduce their emissions. This depends largely on changes in land use and the products used to fertilize and control diseases. These changes will be noticeable not only in the atmosphere but also in soil health, water, and biodiversity. Harmony with nature is felt from the moment we enter a cocoa plot.”
In addition to protecting the planet, regen ag offers downstream benefits, adds Ravi Arora, Sales and Marketing Director at Global Organics. “Beyond consumer demand and environmental impact, regenerative and sustainable practices improve product quality. More research is showing that organic foods are actually better for you from a nutrition perspective.”
3. Go plastic-free
“The importance of creating plastic-free packaging needs to be a big commitment by brands right now,” says Thatcher. “If you look at most of the natural products, they are in some kind of plastic based stand up pouch, wrapper, or laminated box. In short, these materials are not reusable, not really recyclable and if thrown in the trash are either buried in landfills or incinerated. In the case of landfill or incineration, packaging that is free of plastics releases far fewer greenhouse gasses and toxins compared to paper, biodegradable and compostable based materials.” He notes that all Grace Farms Tea and Coffee comes in compostable and plastic-free packaging.
Offering packaging that is reusable is another eco-friendly option, adds April Mueller, VP of Creative, ILLUME & Good Chemistry. “Our candle vessels can be reused again and again with candle refills or repurposed. Or recycle them curbside.”
4. Invest in reforestation
“Sabinsa’s award-winning reforestation program supports ex situ conservation of the highly valued but neglected tree species Pterocarpus marsupium (Indian kino tree), having initiated and funded a project that planted over 166,600 trees on 250 acres of forest land, maintained over ten years into maturity,” says Shaheen Majeed, Global CEO & Managing Director, Sabinsa. He notes that Sami-Sabinsa Group works with hundreds of farmers on nearly 20,000 acres who provide very high-quality raw materials to Sabinsa under fair trade contracts. Farmers are taught techniques to naturally repel pests such as planting naturally repelling plants among the herbs and given irrigation support when rainfall is inadequate.
5. Go solar
The upside for businesses is that implementing eco-conscious measures can also have a positive impact on profits, says Wilson Lau, CEO of Nuherbs. He explains, “Nuherbs installed solar panels on our San Leandro, California facility, with the primary motivation to lighten the company’s environmental footprint. With higher energy costs, the financial savings have become significant.”
6. Monitor and measure agricultural impact
“We place a strong emphasis on biodiversity on our member farms, supporting natural ecosystems and maintaining carbon sinks like trees and healthy soil. Doing so helps regulate our atmosphere, driving the carbon and nitrogen cycles, and also helps mitigate on-farm emissions,” says Brookmeyer. “To achieve this, we work with our member farmers to promote natural landscapes that are rich with trees, hedges, flowers and ditches, creating habitats for insects and animals. We’re also protecting meadow birds by mowing fields later in the season so they have places to safely nest, and we’re planting herb-rich grassland to enhance soil quality that provides our cows with great nutrients, serves as a carbon sink and is an ideal environment for a wide range of insect, small animals and bird varieties.”
This isn't based on guesswork. “We’re investing in technology to actively track and support biodiversity on our member farms,” Brookmeyer says. “Our unique biodiversity monitor is a useful tool, which tracks key KPIs on the farm and makes recommendations tailored to our member farmers’ businesses. For example, they can measure nitrogen and ammonia levels in the soil, as well as the population dynamics of insects and pollinators. This data is then used to advise farmers on the best techniques to preserve biodiversity and provide healthy habitats for animals and insects. What’s more, these practices effectively contribute to broader industry efforts to develop approaches to regenerative agriculture in line with the Sustainable Agriculture Initiative (SAI), of which we are a member. By helping improve biodiversity, which is inextricably linked to climate change, together, we can enhance resilience, ensure food security, and protect natural resources.”
7. Combat food waste
Food waste is a major producer of greenhouse gasses, cautions Yana Viardo, Director of Marketing and PR, A&B Ingredients. “One of our main focuses is using natural ingredients to extend the shelf life of food products. Imagine reducing the amount of food that ends up in landfills just by making smarter choices about the ingredients we use. Shelf life extension is critical because it allows food to stay fresh longer, meaning less is thrown away due to spoilage. This helps conserve the resources used in food production and reduces the environmental burden of waste disposal. Our partners utilize every part of the crops they harvest, turning them into valuable proteins, fibers, and starches. This means less waste and more value from every harvest.”
Bragg makes use of otherwise unsaleable apples. “Organic apple growers need to know that they will have an outlet for fruit that may not be suitable for the fresh market, fruit that may not be picture-perfect in shape or color. That’s where Bragg comes in. By partnering across the supply chain, we support these growers and their commitment to organic practices,” says Boardman. “Plus, many of the crushed organic apples used for juicing are later used by nearby farmers as livestock feed, ensuring a completed no-waste process.”
Upcycled foods use ingredients that otherwise would not have gone to human consumption, are procured and produced using verifiable supply chains, and have a positive impact on the environment, adds Renee Henze, Chief Sustainability Officer, IFF. “For example, in 2023, TAURA by IFF introduced Upcycled Cacao Fruit Inclusions by leveraging modern advances in technology to upcycle the nutrient-dense pulp of the cacao fruit, whose seeds have been used for centuries for chocolate production.”
