Regenerative agriculture, which aims to improve soil health by reducing pesticide use and plowing, is experiencing rapid growth with approximately $2 billion in annual in-store retail sales. Major companies like Nestlé, PepsiCo, General Mills and Walmart have made regenerative commitments, and the US government announced a $700 million pilot program. However, unlike organic labeling, regenerative agriculture remains lightly regulated at the federal level, raising concerns about greenwashing and consumer confusion, especially since these products carry higher price tags. Only 10% of US consumers are actively seeking regenerative products, despite awareness nearly doubling between 2023 and 2024.
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