02/06/2026
Joint Statement on “Regenerative Greenwashing”
As organisations working for the true transformation of food systems in Europe, we
are alarmed by the widespread and misleading use of “regenerative agriculture” in
corporate branding and EU policy initiatives. What is called “regenerative” can
include highly degenerative practices masked by a few cosmetic measures1
These claims should not mislead consumers and policy makers. While we see the
serious regenerative practices grounded in organic and agroecological principles as
genuine allies, the “regenerative” umbrella includes far too many speculative initiatives
hindering transformative solutions.
Across Europe, millions of farmers and territorial food actors are already
nurturing diverse, locally adapted, and resilient food systems rooted in
knowledge, animal welfare, cultural heritage, biodiversity, and accountability.
These efforts must be valued, recognised, and strengthened throughout the value
chain, not overshadowed by unclear claims. Credible transition narratives should
follow a systemic approach, verifiable scientific grounding, and recognised institutional
and legal framework. Marketing claims must be backed by science and by transparent
and trusted certification, including quality assurance systems based on participation,
trust, peer review, and horizontal knowledge exchange for short food supply chains.
Marketing claims should reinforce strong public governance, and not weaken it
or undermine the capacity for farmers to get rewarded for their efforts.
In EU policy documents and debates2
, a diffuse concept of “regenerative” agriculture
is increasingly being used to divert policy attention and resources from truly
transformative solutions. While supporting transformative solutions through
public and private initiatives is highly sensitive, too many “regenerative”
proposals focus only on narrow output metrics, diverting attention away from
harmful inputs and merely tweaking, rather than transforming today’s
agricultural systems.
