The Advertising Standards Authority (ASA) Recently Offered Farmers Advice About Regenerative Farming Claims. This Article Examines That Advice.
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Oil seed rape grown with buckwheat companion planting
It’s not that farmers have been making wild claims about regenerative farming. It’s because regen farming is new and there is no generally accepted definition of it. So the ASA wanted to ensure both the public and farmers are protected when Regenerative Farming Claims are made.
The logic behind the ASA’s advice makes perfect sense to me and the region farmers I have spoken to. It also makes me think about regenerative gardening techniques.
Unlike organic farming and products, where there are clearly defined definitions that the law recognises, regenerative farming is an ethos, a movement, where the boundaries are still being defined. Ditto regenerative gardening. So regenerative gardeners and market gardeners have to be equally as careful about how they describe their produce.
The generally accepted regenerative farming principles are as follows.
Minimise soil disturbance. Minimising physical and chemical disturbance to the soil prevents damage to the micro-flora and fauna that form the soil ecosystem. …
Keep the soil covered with crops or manure
Maintain living roots in the soil.
Maximise plant diversity.
Reintroduce livestock.
All of the above, with the possible exception of the livestock, apply to gardens and allotments as much as agriculture in my view. They are the principles I promote and teach at all times.
The problem is with principles and a lack of legislation there is going to be a lot of grey areas. That affects farmers and consumers. It seems to me that one of the potential problems is that a food producer could claim they are regen because they carry out some of the principles. And that leaves an argument about whether all are necessary or just some. The ASA are suggesting that to claim regenerative credentials, without fully embracing all aspects of the general principles, is ambiguous and could lead to false claims. This isnt an issue with organic produce. There are clear organic rules and it’s necessary to be a member of the Soil Association to be able to claim organic status. Any one not being a member could claim to be following organic principles but cannot display the Soil Association logo.
One possibility, though one that stretches the envelope a bit, is for a producer to say they are working towards being regen accredited (though there isn’t a legal standard yet).
So we really need a standard for regenerative farming. One that can be legally enforced in some way. Perhaps in the same way that organic is enforced by Soil Association standards.
What The ASA Suggest
The recommendations from the ASA embrace the challenges of communicating regenerative farming initiatives. It highlights the lack of a universal definition and the potential for misunderstanding. Key points include:
Clarity: Advertisers should be transparent about their practices and avoid overclaiming.
Substantiation: Claims should be based on actual outcomes, not just future projections.
Holistic Approach: Consider the entire lifecycle of a product, not just farming practices.
Avoid Misleading Comparisons: Distinguish regenerative farming from other methods like organic farming.
Realistic Claims: Avoid absolute claims and exaggerated benefits.
Ultimately, effective communication about regenerative farming requires a balance of transparency, accuracy, and a nuanced understanding of its principles.
In essence regenerative farmers need to be honest, clear and transparent with consumers. In most cases this isn’t yet an issue as most deal with merchants and not direct with the end consumer. But those with farm shops and other retail outlets need to consider the ASA’s advice with immediate advice.
