A new peer-reviewed study in npj Sustainable Agriculture analyzes 849 websites and 131 farmer interviews across Germany, the Netherlands, France, Spain and Portugal to map who promotes “regenerative agriculture,” where they are based, and what they actually advocate. The authors find that the movement began as farmer-led, but since ~2020 has been increasingly shaped by non-farming actors (NGOs, multinationals, finance) concentrated in urban hubs; growth in new regenerative farmers slowed after 2021. The most promoted themes are soil health and biodiversity, and the most cited practices are cover crops and crop diversification, with agroforestry also prominent. Despite the buzz, policy engagement is limited, narratives vary widely, and many claims remain practice- or marketing-driven rather than outcomes-verified.
The paper argues that the burden of proof lies in demonstrating genuine environmental regeneration and calls for clearer standards, better monitoring and attention to power asymmetries shaping the narrative. It highlights tensions between farmers advocating full elimination of tillage, pesticides and synthetic fertilizers versus supply-chain actors favoring “reductions,” which can invite greenwashing without time-bound targets. The authors conclude that regenerative agriculture’s impact remains uncertain until robust, measurable outcomes—beyond branding—are evidenced across people, planet and profit.
