Beyond the buzz: analysing actors promoting regenerative agriculture in Europe

Regenerative agriculture is advocated as a response to environmental and socio-economic challenges, yet little research systematically examines its key proponents. We analysed 849 actor websites and interviewed 131 self-identified regenerative farmers across Germany, the Netherlands, France, Spain, and Portugal. It mapped actor types, locations, sizes, and promoted themes (e.g. biodiversity) and practices (e.g. no-tillage). Our findings suggest regenerative agriculture originated as a grassroots approach to farming that was co-opted by non-farming actors around 2020. Actors were mainly based in cities, particularly non-farming actors like NGOs. The most promoted themes were soil health and biodiversity, nearly 10% of actors mentioned no themes. Among nearly 5,000 identified practices, cover cropping and crop diversification were most cited. We conclude, by reflecting on the findings from multiple perspectives, that the burden of proof for regenerative agriculture to be sustainable lies in its ability to regenerate the environment - until then, its impact remains uncertain.