As the plant-based movement continues to reshape consumer choices, the regenerative organic movement is pushing the conversation to a slightly different direction: toward a food system that restores soil, respects animals, and protects workers. And despite shared values, there’s potential tension: how do animal-inclusive regenerative agricultural practices fit into a vegan-led food future?
In conversation with Christopher Gergen, CEO, and Paul Alvarez, Program Director of the Regenerative Organic Alliance, we explored what it will take to align these movements, reduce consumer confusion, and make regenerative organic a trusted standard within the plant-based industry and beyond.
Christopher, what has surprised you the most in your first six weeks as CEO of the Regenerative Organic Alliance (ROA)?
Christopher: Well, what has excited me most over the last six weeks is the momentum that I have seen for this movement. You sort of appreciate it from a distance intellectually. But when you come into a space like Expo West, and you can feel the emotional connection and the excitement of where we are right now as a movement, it is completely different.
A couple of examples from Expo West: First, being able to get started at the Ecology Center with one of our regenerative organic learning experiences through Together We ROC, bringing together brands, farms, and other stakeholders on a regenerative organic farm. People feel the literal connection of the alliance and the community.
Then immediately follow that with Climate Day plus the Fresh Ideas Tent. The Fresh Ideas Tent, for those who haven’t been to Expo West, is all about brands introducing new products. You walk around the tent, and about a third of the 70 brands had the Regenerative Organic Certification label on their booth. They were displaying it with a lot of excitement about joining this community and it was incredible to see ROC brands being represented in all categories at the Organic Night Out awards — the Academy Awards of the organic industry if you will.
For readers less familiar with the Regenerative Organic Alliance (ROA), could you briefly explain what it is, and what Regenerative Organic Certification (ROC) stands for?
Christopher: Absolutely. “Organic” is literally our middle name. It’s the foundation of everything we do. That means no chemical inputs like synthetic fertilizers or pesticides, which is essential to our standard. But Regenerative Organic Certification (ROC) goes beyond organic. It rests on four key pillars: 1) Organic practices: eliminating harmful chemical inputs; 2) Soil health: using regenerative farming techniques that restore and maintain nutrient-rich soil; 3) Social fairness: ensuring livable wages and addressing the long-standing labor exploitation in agriculture, especially in places like the U.S. where many farm jobs are among the lowest paid; and 4) Animal welfare: setting clear standards for humane treatment of animals.
To develop these standards, we brought together a broad, international coalition of subject matter experts in a highly transparent, rigorous process. That work led to the creation of the Regenerative Organic Standard, which underpins everything.
The ROA is a non-profit organization that acts as the standards body, while certification is executed through our 15 partner certifying organizations globally. Farms are evaluated based on their practices across those four pillars, and brands must source at least 70% of their ingredients from certified regenerative organic farms.
Today, we’ve certified over 64,000 farms, 250+ brands, and more than 2,500 products. And thanks to Paul and the certification team, we maintain a strong auditing and renewal system to ensure these high standards are upheld year after year.
Does the Regenerative Organic movement feel similar to how the organic or plant-based movements first emerged?
Christopher: I wasn’t there at the very beginning of either, but from what I’ve heard, especially from early organic pioneers like Gary Hirshberg, those were incredibly dynamic times. And I think the regenerative organic movement echoes that energy.
What’s different now is that we’re not starting from scratch. Organic is our middle name – we’re building on that foundation and taking it further. As more people recognize the environmental and human cost of conventional agriculture, the need for a clear, credible alternative grows. Regenerative organic offers a hopeful path forward, and the big question now is: how quickly can we make that transition?
Can you share some concrete data about the movement’s growth?
Christopher: At Expo West, we got the Spins data for retail categories. What you see is that regenerative organic is the fastest growing category in the natural foods market and even in conventional supermarkets. Last year we certified 35 farms and brands, and already this year, we have 52 in the certification pipeline. We’re gonna exceed 200 certifications by the end of the year.
Why would ROC certification be relevant or beneficial for plant-based companies creating vegan products?
Christopher: Great question. Let’s start with the why, then get into the how.
Most vegans I know, including my sister and my daughter, care deeply about what they put into their bodies and where that food comes from. That’s exactly where ROC comes in. Organic is already a recognized benchmark for food grown in an environmentally responsible way, and it’s linked to nutrient density, reduced toxins, and better health outcomes. ROC takes that a step further.
So if you’re eating something with the ROC seal, you can rest assured it’s good for your body, good for the planet, and supportive of local economies. From a brand’s perspective, ROC is a strong signal to consumers who care about eating clean, healthy food and supporting responsible sourcing. It shows that the product has met a very high bar in terms of ethics, sustainability, and health.
Plus, most ROC-aligned brands are mission-driven. They’re in the food business not just to make a profit, but to use their product as a force for good. That mission can be powerfully expressed through ROC, and it can drive real change. Brands become a demand signal that encourages more farmers to make the transition, which is good for people and the planet.
And from the farmer’s side, once that transition is made – yes, there are upfront time and cost investments – input costs drop dramatically. You no longer rely on synthetic fertilizers or pesticides, you use less water, and you build a more resilient, harmonious ecosystem. Over time, yields often increase, product quality improves, and farmers can command a premium price.
It’s a win-win-win: for brands, consumers, and farmers. ROC isn’t just a label, it’s a lever for systemic change.
Animals and livestock play a key role in regenerative organic agriculture. Do you see any tension between this and the plant-based movement? And if so, how can that tension be resolved?
Christopher: This really comes down to understanding the full ecosystem at play. In regenerative organic systems, animals, especially ruminants like cows, sheep, and goats, are thoughtfully integrated into the farming process. They’re free-ranging, and their behavior helps manage grass and cover crops in natural ways. Plus, their manure contributes to soil fertility, which enhances overall soil health.
So while some in the vegan community may not support the consumption of animal products, it’s important to understand that animals can serve a critical function in ecosystem regeneration without being raised in conventional, industrial systems. For instance, we recently visited wineries that use sheep to graze between vineyard rows. It’s a natural, effective way to manage vegetation and support the soil, at least until the grapes ripen and the sheep have to be ushered out quickly!
Paul Alvarez: Exactly. To build on that, ROC was designed as an alliance, with inclusivity at its core. It’s not solely about livestock or traditional row crops – plant-based proteins and ingredients are very much part of the picture. These crops also contribute to soil health and climate resilience through regenerative practices.
Our core pillars – soil health, animal welfare, and social fairness – apply across the board. ROC acknowledges and supports the innovations happening in plant-based agriculture and is not exclusive to animal systems.
That said, a big piece of the puzzle is consumer education. There’s often a disconnect, especially among younger generations, about where food comes from and how it’s grown. We want to humanize the food system, to reconnect people to the land, the farmers, the animals, and the traditions behind their food. This includes storytelling that honors the ancient practices and interdependence between animals and the land in a way that feels accessible and inclusive.
Ultimately, our goal is to bring people closer to nature and to the farming communities that work hard to nourish us. And in doing so, we hope to soften potential tensions by building understanding and empathy, helping people see that regenerative systems are about balance, not exclusion.
When we talk about consumer education, what are the risks of greenwashing in the regenerative space?
Christopher: One real risk that we face at this stage of the game is that if it’s regenerative without being regenerative organic, the petroleum companies are all over this. They love the fact that you could be regenerative and still use chemical inputs. They’re like, “hell yeah, you can continue to do no-till and do things for soil health – and guess what? You can continue to spray and continue to use fertilizers.”
Do you feel consumers are confused right now? For many years, “organic” was the gold standard. Now you are asking them to understand “regenerative organic” in contrast to “regenerative”. How are they responding? Is this something they embrace, or are they overwhelmed by the need to learn again?
Christopher: Yeah, it’s a really important point. I think we’re still early in the regenerative space. If you look at the evolution of the organic movement, it took years to establish a trusted, sophisticated standard like USDA Organic, third-party verified. Consumers came to understand that if a product had that seal, it didn’t use chemical inputs and could be trusted.
Now, regenerative is going through a similar early phase. It’s essential that we hold ourselves to the same high bar – driven by rigorous third-party verification – so that when a consumer sees the term “regenerative,” they know it means something. Right now, there’s still too much greenwashing. Brands are using terms like “regenerative” without any formal backing. That’s confusing for consumers, and we’ve seen data that supports that.
This is why it’s so important we partner with retailers to set and uphold standards. Consumers won’t figure it all out on their own. We need to help them. That’s why we’re launching a consumer awareness campaign in collaboration with our brand partners. The goal is to take that education burden off of individual brands and create shared language around what regenerative organic means: good for the soil, no chemicals, animal welfare, and fair labor. If it’s just labeled “regenerative,” there might still be chemicals involved. But if it’s “regenerative organic,” it meets that higher standard.
We’re also working on what we call “equivalency standards” to create stepping stones so farms can start with certified organic or third-party soil health certifications, and build toward full regenerative organic certification. It’s a journey, and we want to support farmers through it.
Paul: I agree, and I see both sides. Yes, there’s confusion, especially with so many overlapping green terms: sustainable, natural, regenerative, clean, climate-smart. It all starts to blur together. Add in brands making unverified claims, and consumers are understandably skeptical.
That’s why certification matters. It’s not just a seal. It’s a guarantee that someone has actually been to the farm, done the audits, confirmed that the practices are real. Without that, these terms lose meaning. But I also see a growing appetite for understanding. When people hear the full story – soil health, farmworker rights, animal welfare – it resonates.
Little by little, the light bulbs are going off. Whether I’m speaking at universities, with retailers, or just with folks on the street, I see it. There’s a sense of: “I need to do this. I want to support this.”
Christopher: And that’s why we’re launching this consumer campaign, so people can recognize what regenerative organic means without needing a deep dive every time they shop. We want brands to tell their unique stories, not to educate every consumer from scratch.
Much like how you can now walk into the produce section and spot organic items easily, we hope that in five years there will be clearly labeled regenerative organic sections – not just in fresh produce but across categories like wine, grains, dairy. Retailers like Amazon are starting to lean in with their Climate Pledge. And we’re talking to food service partners too: schools, healthcare systems, places where food is medicine.
If we say food is medicine, then why wouldn’t we want that food to be nutrient-dense, free from chemicals, and sourced in a way that supports both people and the planet?
With this goal in mind, how are you involved in connecting brands and farmers to collaborate closer together?
Christopher: One of the most exciting parts of our work is building a vibrant community of both farms and brands committed to regenerative organic practices. While the certification itself is powerful, our bigger role is that of market maker. We’re intentionally working to grow demand and expand supply, and more importantly, to connect those two sides.
We collaborate closely with brands on their product roadmaps to understand where they want to go and how we can help get them there. Take Dr. Bronner’s, for instance. Their leadership actively sought out regenerative supply sources, and we supported that effort by helping accelerate the transition of farms to meet their sourcing needs.
While working on that, we’ve identified three primary obstacles for farms transitioning to ROC: 1) Cost; 2) Knowledge; and 3) Market access.
We work with partners like the Rodale Institute, certifying bodies, and technical assistance providers to reduce these barriers, whether through funding support, knowledge-sharing, or connecting farms to committed buyers. That last piece is key: when a brand or a wholesaler makes a forward commitment to buy a certain volume of ROC-certified product, it gives farmers the confidence to invest in the transition.
That’s exactly what Bronner’s has done – sending a strong market signal that there’s a reliable buyer on the other side. This builds trust and makes regenerative investment less risky for farmers.
Paul: And to build on that. It’s not just about logistics and market mechanics. It’s also about aligning values. The brands that come to us are deeply mission-led. They’re not just chasing a trend, they’re driven by a genuine desire to create positive impact through innovation and transparency.
ROC certification offers those brands a gold-standard way to prove their claims. In a world full of greenwashing, having a rigorous, credible certification matters. It builds trust with today’s conscious consumers. People who genuinely want to know: Where is my food coming from? Who grew it? What’s their story?
We see this demand growing not just in the U.S., but globally, especially in Europe, where people want to understand the full picture: the what, why, and how behind what they consume.
In the end, it’s about building real connections between farmers and brands – connections rooted in shared values. And when that alignment exists, the work becomes easier, more joyful, and ultimately more impactful for everyone involved.
Can you share examples of brands, whether fully plant-based or offering some plant-based products, that are using ROC-certified crops or ingredients?
Paul: Absolutely. We already have a range of ROC-certified plant-based ingredients in circulation – things like legumes, grains, nuts, and peas. These ingredients are being used by forward-thinking brands that are committed to regenerative sourcing.
Take legumes, for example. They’re a key crop in regenerative organic rotations. They help fix nitrogen and restore soil health, playing a vital role in building long-term soil fertility. So it’s not just about what’s in the product; it’s about how those ingredients contribute to the regenerative system as a whole.
Christopher: Right. Let me bring in a few brand examples – some are flashy and well-known, others are quietly doing important work.
One example is Kernza, a perennial grain that’s excellent as a cover crop. The challenge with Kernza has been market adoption. There just hasn’t been a strong commercial incentive for farmers to grow it. But Patagonia has helped change that. They’ve launched a beer made with Kernza, helping create demand for this regenerative crop. It’s a smart way to align product innovation with agricultural impact.
Another great example: Lundberg Family Farms. Their rice cakes, one of my favorite snacks, are made with regenerative organic certified rice. And they’re helping drive awareness and demand in the snacks category.
Then there’s the ROC product directory, where consumers and brands can search all ROC-certified farms and products by ingredient or food category. As of now, ROC has certified 548 different crops globally across 45 countries, ranging from staples like black beans and quinoa to specialty ingredients used in beauty and wellness products.
Speaking of beauty, Dr. Bronner’s again has been a real trailblazer. The brand is well-known in the vegan community and has been deeply committed to ethical sourcing. What’s particularly impressive is how they invest in their supply chain. They help fund farms to transition to ROC certification, ensuring they can meet future sourcing needs while supporting regenerative practices.
They’ve done this with ingredients like palm oil, which is often controversial. By helping develop a regenerative organic palm oil supply chain, Bronner’s is not only improving their own footprint, they’re also enabling other beauty brands to adopt more responsible sourcing practices. It’s a great example of how a brand’s leadership can ripple out to drive industry-wide change.
What’s your vision for the future for where this movement could be in five years?
Christopher: In five years, I hope we’ve hit a real tipping point. Right now, we’re still just scratching the surface, but there’s momentum. The goal is to see millions more acres transition to regenerative organic practices. We’re really focused on consumer awareness, deepening our relationship with retailers, and doing more around data-driven storytelling. We want to capture not just the outputs of how many acres we’re transitioning, how many brands and products, but actually what the impact of that is – the environmental impact, economic impact, and health benefits of regenerative organic.
The goal is to create this flywheel effect: amplifying impact will drive demand, which will pull supply, which will create more impact, which will drive demand. We’re really trying to get that flywheel going.
We want consumers to walk through the produce section and immediately identify what’s regenerative organic. We’re seeing this already in wine – it’s one of the fastest growing categories. My vision is to have dedicated ROC sections in many more stores globally.
Ultimately, we want to see school systems demanding regenerative organic food for their kids. When we’re prescribing food as medicine to food-insecure communities, why would you not prescribe food that is sourced in a way that is nutrient rich and doesn’t have chemicals in it?
It should become the expected way we grow food. Not a niche, not a novelty – just the new norm for what we put into our bodies and how we steward our land. Will we get there fully in five years? Maybe not. But we’re moving in that direction, and the pieces are starting to come together. With more retailers, more brand collaboration, and more consumer understanding, I’m optimistic for what’s to come.
This article was provided by vegconomist guest author Nils Knoop. With nearly two decades of experience in marketing and brand-building, Nils Knoop has worked with global brands like Nike, Ben & Jerry’s, and Seventh Generation, specializing in impact storytelling and sustainability-driven campaigns. As co-founder of Apollonia and an advisor for HEYHO, he brings deep expertise in ethical branding and social impact.
