ReGen Brands Recap #89

Kyle Krull & Anthony Corsaro

Trump’s Second Term, Regenified’s New Consumer Research, & Big Recent Wins For Regenerative Brands

Anthony and Kyle introduce a new format in this episode where they cover current events, new consumer research, and industry news. They speak about the impact of the Trump presidency on regenerative brands and discuss the broader cultural implications of the election and what it means for marketing regenerative products. They also review Regenified’s recently released consumer report and share their perspectives on the key findings. The episode wraps with big news from brands like Long Table, Recoup, Painterland Sisters, Little Sesame, and Diestel Family Ranch. 


What Does Trump 2.0 Mean for Regenerative Brands?

Trump's return to the presidency could spark major changes for regenerative brands, reshaping supply chains and influencing capital investments. Earlier this month, members of the ReGen Brands Coalition voiced their thoughts, concerns, and strategies for navigating the new administration. A primary worry centers on tariffs, particularly those affecting the cost of packaging and manufacturing equipment sourced from China. In response, brands are proactively exploring domestic alternatives to mitigate these risks and maintain resilience.

“I think the biggest cause for concern amongst the group is increased cost of packaging from China or any sort of non-food ingredient from China. If you can't eat that margin into your cost of goods or if you can't find a domestic supplier to replace that item, that is a significant issue in your unit economics.” - Anthony

Labor dynamics could also face disruption, particularly if mass deportations are implemented. Regenerative agriculture often requires more labor-intensive practices compared to conventional systems, so rising labor costs could have an outsized impact. Brands and farms may need to explore workforce innovations and more investment must flow into farm equipment and mechanization efforts. 

The "Make America Health Again" (MAHA) movement and RFK Jr. 's policy interests present an opportunity for regenerative agriculture, yet also seem to contradict Trump’s track record from his first term where the administration largely supported big, conventional ag. At a minimum, MAHA and RFK have created more buzz around regenerative agriculture and a chemical-free food system, but it is still to be seen whether this will translate into policy.

Finally, capital flows could shift under a Trump administration. If the economy improves, private capital could pick up and open more investment in regen brands. There is a chance public funding could reverse and support conventional commercial agriculture, but there is hope that the Biden administration’s funding, like the Climate Smart Commodities Program, will show results worth continued investment. 

“If the Trump administration can pump up the economy, reduce inflation, and bring interest rates back down, then there will be more liquidity to invest in these brands and these supply chains, which I think is huge.” - Anthony


What the Election Revealed About Consumer Sentiment

Trump’s victory reflects a pushback against "woke ideology" and underscores the need for messaging that is welcoming rather than judgemental. Kyle and Anthony advise regenerative brands to steer clear of lecturing consumers and instead highlight concrete, relatable benefits such as improved food quality. By focusing on human health—emphasizing how regenerative practices produce cleaner, nutrient-rich food—brands can resonate with a wider audience. This approach makes the movement feel more tangible and personal, moving beyond abstract environmental messaging.

“I really think regenerative ag can be that purple bridge that brings both sides together because you're focusing on smallholder farmers, rural America, but have these benefits that cascade into metropolitan areas as well. How do we figure out how to message this the right way?” - Kyle

Grocery affordability remains a key challenge. People are looking for cheaper groceries, which raises the question: how do regenerative brands scale affordability while maintaining quality? Kyle and Anthony discuss how the government could support regenerative products to be more affordable and competitive, for example by subsidizing certification costs. Overall, the anti-elite sentiment tied to Trump’s victory presents both an opportunity for regenerative brands to highlight a movement that can support farmers and rural communities and a challenge to position regenerative products as solutions for everyday consumers, not just as premium products for the few.

“How do we actually make these products more affordable and how can we have multi-stakeholder partnerships that make that a reality versus putting all the pressure on the farmer and the brand?” - Anthony


Regenified’s Consumer Research & Report

Anthony and Kyle discuss key insights from Regenified's 2024 Consumer Report which surveyed 850 consumers in the United States. They point out that the survey included 250 general consumers and 650 values based consumers, meaning results are likely skewed towards people more aware of and interested in regenerative agriculture to begin with. Below are the top takeaways from the report: 

  • Increasing awareness but lack of understanding: 68% of Values Based Shoppers are aware of regenerative agriculture but many consumers still don’t understand what “regenerative” means.

  • Demonstrating benefits over defining: when presented with information illustrating how regenerative practices can improve soil health, increase biodiversity, and enhance nutrient density in food, 65% of Values Based Shoppers reported being "extremely interested" in regenerative agriculture.

  • Health a top motivator: 80% of Values Based Shoppers and 96% of the Emerging Regenerative Market expressed desire for nutrient-dense foods. This reinforces the need to lead with a human health narrative.

  • Certification is critical: 72% of Values Based Shoppers and 92% of the Emerging Regenerative Market place high importance on certification when choosing a product. Consumers need a clear, fast way to identify regenerative products. The current lack of clear identification and messaging leads to consumers being unaware of regenerative products in the marketplace. 

“Consumers want to make their decisions quickly and have a specific seal or button that they trust. We need to create that uniform system under one umbrella so that people don't have to understand the seven different certifications out there.” - Kyle

Kyle and Anthony give a massive thanks to the Regenified team for putting in the time and resources to create this report that provides a lot of value to all regenerative brands and the regenerative movement overall. 


Big Recent Wins For Regenerative Brands

Before closing out, Anthony and Kyle share recent exciting news about regenerative brands. These industry updates and brand wins are also shared in ReGen Brand’s weekly newsletter. 

Finally, Regen Brands gives a big shout-out to Molly Antos and the team at Dadascope Communications. They have been instrumental in getting the word out about ReGen Brand’s re-launch this year. 


This ReGen Recap was written by Katey Finnegan

You can check out the full episode with Kyle and Anthony HERE

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