Kyle Krull & Anthony Corsaro

Expo West Preview, Federal Funding Chaos, & I ❤️ REGEN

In this episode, Kyle and Anthony dive into the latest developments in regenerative CPG, sharing key insights from retailer conversations and breaking down Whole Foods’ recent policy changes on regenerative standards. They also explore the early impact of the new federal administration, particularly the disruptions caused by the ongoing federal funding freeze, and discuss the potential opportunities emerging from the MAHA movement’s push for food system reform.

With Expo West just around the corner, Kyle and Anthony highlight how regenerative brands are making their mark at the industry's biggest event. They outline the must-attend sessions, share which panels are at the forefront of their agenda, and offer an exclusive preview of the I ❤️ REGEN campaign—an exciting new awareness initiative from the ReGen Brands Coalition.

Increasing Retailer Interest in Regen

Kyle and Anthony discuss the growing interest among retailers in regenerative agriculture, highlighting promising signs from major players like H-E-B and Whole Foods. Kyle shares that while his team at Kettle & Fire wasn’t actively pitching regenerative SKUs to H-E-B, their buyer specifically asked about them and is considering bringing them into select premium doors. This interest from a major regional retailer underscores how regenerative agriculture is becoming a priority for retailers who have the power to shape product offerings. 

"It’s encouraging to get out there, talk to some of these buyers and these people who have the ability to make change, and they’re focused on the regenerative movement." – Kyle

Whole Foods, a long-time champion of regenerative products, has recently refined its policy regarding front-of-pack regenerative claims. Previously, brands could go through a rigorous Whole Foods Regenerative Assessment to verify their claims. Now, Whole Foods requires third-party certification—from Regenerative Organic Alliance™, Regenified™, Land to Market, or A Greener World—for any front-of-pack regenerative claim. While this shift strengthens integrity in labeling, it also presents challenges for brands like Kettle & Fire, which source ingredients from suppliers holding different certifications. 

Early Impacts of the Trump Administration

The Trump administration’s effect on regenerative brands is creating both uncertainty and opportunity. A major concern is the federal funding freeze, which has halted Climate Smart Commodities grants, organic market development grants, and Inflation Reduction Act conservation funding—programs regenerative brands relied on. The sudden stop has forced some to lay off employees or pause long-term projects, with no clear timeline for reinstatement. Meanwhile, RFK Jr.'s role as Health Secretary brings some optimism, but many believe he’ll be confined to health issues, with little influence over USDA policies or regenerative agriculture.

Regenerative won’t be the administration’s first priority. Anthony and Kyle discussed how food policy changes will likely start with easier reforms, such as banning harmful additives like Red Dye 40 and improving labeling transparency—steps that, while not directly regenerative, could shift consumer awareness toward healthier food systems. Anthony called this moment “Game 7,” emphasizing that now is the time to push regenerative forward despite political uncertainty. With food and ag policy in flux, there’s an opening for real progress, but it requires action from brands, retailers, and advocates. Climate-smart ag, health, and nutrient density shouldn’t be politicized—these are universal issues, and regenerative must remain part of the conversation.

“This next three and a half years is going to be really formative for what happens in our country. No matter what opinions you have, it’s go time.” – Anthony

What To Look Out For At Expo West

Natural Products Expo West is the biggest trade show of the year for the natural and organic industry, bringing together brands, retailers, investors, and industry leaders from all over. It’s an essential event for anyone in CPG, offering an opportunity to connect in person, build relationships, and explore the latest trends. This year 59 brands supporting regenerative agriculture are exhibiting, including 19 brands in the Fresh Ideas Tent—6 of which are members of the ReGen Brands Coalition. ReGen Brands has created a complete Expo West 2025 Primer and Booth Guide – check it out to make sure you don’t miss any regenerative brand related booths, panels and events!

Tuesday kicks off with Fresh Ideas and Climate Day, two key events for those interested in regenerative. Climate Day is a major opportunity to hear from industry voices, explore different perspectives, and engage in discussions about the future of climate and regenerative solutions. Anthony will be hosting a panel titled Strengthening the Case for Regenerative Agriculture: Emerging Opportunities in Nutrient Density, Consumer Engagement, and Biodiversity. This conversation will focus on whether regenerative agriculture can become a true market force or if it risks being diluted into another sustainability buzzword. The panelists include Sherry Fry from Nielsen IQ, who will present data on consumer awareness, demand, and the trends regen can align with; Carolyn Gan from Applegate, who will discuss their shift from individual product strategies to sourcing regenerative across their entire portfolio; and Erik Smith from Edacious, who will share early insights from their nutrient density testing and explore when regenerative products will have access to meaningful claims backed by hard data. 

“Will regenerative agriculture become a true market force with clear consumer demand, or will it be another feel-good sustainability trend that gets diluted into marketing copy?” – Anthony

Other key sessions to watch include a discussion on disrupting carbon-intensive commodity models featuring Simple Mills and A Frame Farm, a policy session unpacking risks and opportunities under the new administration, and a trade wars panel featuring Kyle from Wildway. Everyone looks forward to the NEXTY Awards ceremony—the Oscars of Expo West— in which 21 brands supporting regenerative agriculture are nominated, 13 of which feature on-pack regenerative claims. Two regenerative brands, Recoup and Wild Orchard, will also take the stage at Pitch Slam, offering a chance to see how regen messaging resonates in an investor-focused setting. Kyle and AC also look forward to non-regenerative focused panels like the Future of Retail session (particularly to see if regenerative is included) and the Sustainable Herbs Initiative session to see how brands are engaging in pre-competitive, mission-aligned collaboration. 

I ❤️ REGEN

At this year’s Expo West, the ReGen Brands Coalition is launching the I ❤️ REGEN campaign, a collaborative effort to raise awareness and build support for regenerative brands and products. Inspired by classic campaigns like I ❤️ NYC, this activation is designed to celebrate regenerative agriculture in a fresh, engaging way. Attendees will see I ❤️ REGEN  signs at Coalition member booths, featuring QR codes leading to a landing page where individuals can sign up as allies of the movement—whether they’re retailers, brands, press, or consumers. The campaign will also include buttons, stickers, and other swag to spark conversations throughout the event. Instead of focusing on defining regenerative, I ❤️ REGEN is all about rallying industry players around marketing and amplifying its impact. It’s a grassroots, high-energy push to connect more people to the regenerative movement, and a major step toward growing collective industry support for these brands and their mission. Keep an eye out for the I ❤️ REGEN signs, scan the QR code, and get involved!

This ReGen Recap was written by Katey Finnegan

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

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