Regenerative agriculture may be a relatively new or unknown concept to most US consumers, but new research by ADM suggests that as shoppers’ awareness of the practice grows so too does their trust in retailers and brands that implement its tenets and their intent to buy products sourced from those that practice it.
Greenwashing around sustainability hurts the growth of important initiatives for the environment, society and animal welfare, but when companies make honest, transparent and science-backed claims about their sustainability, consumer trust is not only improved, but their perception of a premium product can potentially increase for brands, Jordan Bar Am, partner, McKinsey & Company, explained to FoodNavigator-USA.
The frozen dessert aisle may feel frozen in another time to some consumers who are looking for clean labels but who are often confronted by long ingredient lists with preservatives, additives, processing aids and emulsifiers that are unfamiliar and may feel unnecessary given the natural preservation freezing offers.
Children's food brand Once Upon A Farm launches its A2/A2 whole milk shakes “to fill the gap no for added sugar dairy snacks” with milk sourced from grass-fed cows on regenerative farms, company CEO John Foraker told FoodNavigator-USA.