Regenerative? Or Regenerative Organic? "The Messy World of Defining Regenerative"

At Ecofarm this year, I went to a well attended session that was an update for the organic community on the two years of state hearings on defining the word "regenerative," which is now a buzz word that even the USDA says means a great many things to a great many people. 

From left to right: Regenerative Agriculture Work Group members: Bryce Lundberg, Lindberg Family Farms, Elizabeth Whitlow, former executive director, Regenerative Organic Alliance (ROA); Eric Morgan, former vice president, Braga Fresh Family Farms and now CEO of Rooted Ag Inc., and Rebekah Weber, policy director, California Certified Organic Farmers (CCOF) speaking at EcoFarm at Asilomar, Jan. 23, 2025

I have been researching the history of the sustainability and organic and biodynamic movements for a book proposal (I have an agent, wish me luck) on the various shades of green, so this gave me a chance to dive in and do some deep research. 

I read all the hundreds of comments submitted to the state during its hearings throughout the state, interviewed key influencers and wrote the article, which appeared last week on WineBusiness.com. As it is #2 in the most popular article list today, it looks to have captured some attention, as it should, as this new buzzword will confuse a lot of consumers. 

While the state is using the word, included in some legislation, certifiers and a very few early adopter wineries have begun to use the term, separate from the Regenerative Organic certification which guaranteed only organic approved materials. 

Now it appears that some wine companies, including the esteemed Domaine Chandon in Napa, owned by French luxury company LVMH, who wanted a non-organic regenerative certification have adopted the Regenified platform. 

Others, who are already certified organic, found in the Regenified label, an easier on-ramp to using the word "regenerative" on their labels. In contrast, the ROC standard is the gold standard and has stricter requirements regarding worker fairness, etc. 

So, once again, the green wine world splinters. Do you care more about carbon cycling (allegedly "regen") or chemicals? 

Pity the poor consumer!

I urge you to read the article, which represents a 360 degree view, of the term and how, after appearing in the world of food, it could be coming for the world of wine. 

Note: I also briefly looked at YouTube videos on regen in wine and they're going a great job of storytelling, above and beyond the usual wine videos. That is because they integrate animals in part. And regen is just a better story than the usual tractor-dog-guy and "our unique terroir." 

See here: https://www.youtube.com/watch?v=7HxUb09N8q4&t=6s

and here: https://www.youtube.com/watch?v=kH2kKsBMl00&t=33s

But what I also saw was that way back in 2018, UCANR scientist Glenn McGourty was saying all the same stuff, only more eloquently and with science to back him up.

We now have some better sensor technology that's allowing better data-driven storytelling

See: https://grapeandwinemag.com/2024/12/18/can-regenerative-organic-farming-pencil-out-study-provides-state-of-the-art-data-and-demonstrates-dramatic-improvements-in-wine-quality/

And study results here:

https://drive.google.com/file/d/1lrly55neAPb88kgAH8eHtL_O4sRfScQZ/view)

Wouldn't it be nice if all these regen camps could agree on a common standard? Maybe the USDA could engage, too? 

I am not holding my breath.