New industry research reveals strong appetite for regenerative agriculture, but knowledge, cost and consumer awareness remain major barriers. Research released ahead of this weeks British Regenerative Farming Week, which takes place from 12–19 September 2026, found that 100% of respondents said or indicated that regenerative farming was important to the future of British agriculture.
However, despite that overwhelming support, 42% admitted they did not understand the potential wider benefits of regenerative farming for biodiversity, water retention and carbon reduction.
The findings point to a striking disconnect: enthusiasm for regenerative farming is growing faster than understanding of it.
The industry pulse survey also found that 92% of respondents regarded regenerative farming as either very important or quite important to their own business, with half describing it as very important.
Awareness of the concept is relatively high, with 75% saying they were either very or somewhat familiar with regenerative farming, but the research suggests there remains an urgent need to explain what regenerative agriculture means in practical terms, both to the food industry and consumers.
One respondent described regenerative farming as: “Essential for our soil” and “a potential premium, high quality British product.” Another said: “I believe it is the way forward and the future of farming in the UK.”
The findings are being released ahead of British Regenerative Farming Week, a national campaign designed to bring farmers, food businesses, manufacturers and the wider supply chain together to increase understanding of regenerative agriculture and the importance of healthy soil.
Jason Bull, Managing Director of Eurostar Commodities, which is supporting British Regenerative Farming Week, said: “The message coming through from this research is really encouraging. Businesses recognise that regenerative farming matters and they want to be part of its future. What is equally clear, however, is that we have much more work to do to explain why it matters and what it can achieve. The extreme weather we have experienced recently should focus all of our minds. We cannot keep talking about the need to change at some point in the future. We need to start making that change now. Periods of drought, intense heat and heavy rainfall all place enormous pressure on farms, soils and our food system. Building healthier, more resilient soils has to be part of the conversation about how British agriculture responds.”
The research suggests interest is already translating into changes within the food supply chain with regenerative ingredients moving into the mainstream. Two thirds, 67%, of respondents said their businesses were already using ingredients produced through regenerative farming, while a further 17% were investigating their use.
This means more than four in five respondents were either already using regenerative ingredients or actively considering them.
Among those for whom the question was applicable, 82% indicated that they planned to use regenerative wheat or flour, either immediately, within the next 12 months or during the following two to three years. But the survey also reveals that regenerative ingredients will have to work commercially as well as environmentally if they are to achieve widespread adoption.
Price is the biggest barrier. When businesses were asked what would most influence their decision to use regenerative wheat or flour, competitive pricing was the most commonly selected factor, chosen by 75%. This was followed by:
- Proven environmental benefits – 50%
- Improved traceability – 42%
- Product quality and performance – 42%
- Reliable supply – 25%
- Customer or consumer demand – 25%
- Clear certification or growing standards – 25%
- Support with sustainability reporting – 25%
Availability, lack of knowledge and lack of consumer demand were each identified as barriers by a third of respondents, while 25% highlighted difficulty verifying environmental claims. The results suggest that, as regenerative agriculture develops, businesses increasingly want evidence and transparency alongside environmental ambition.
One respondent called for a better: “Understanding of the full supply chain, including farmers and how they are improving soil health.” Another highlighted the need for clearer explanations of how different farming systems compare, asking for a: “Better understanding of the difference between regen and organic.”
Respondents also wanted more evidence about whether changes in farming practice might affect the food itself, including questions around the potential nutritional density of regeneratively grown crops.
A third of respondents identified lack of consumer demand as a barrier to greater use of regenerative ingredients. However, 92% said information about soil health, biodiversity and farming practices would help them communicate the benefits of regenerative products to their own customers.
Organisers believe this demonstrates why a coordinated awareness campaign is needed. British Regenerative Farming Week will provide a national platform for farmers and food businesses to explain regenerative farming, share experiences from British farms and help consumers understand how farming practices can affect soil, biodiversity, water and the resilience of the food supply chain.