The Future of Food: Are We Really Heading Toward a Healthier, More Resilient Industry?
Introduction:
This article reflects my observations from attending the recent Natural Products Expo West trade show, where I saw firsthand the continuing demand for organic, regenerative, and adaptable food practices. The industry is evolving, but are we truly heading toward a healthier, more resilient food system, or are we simply chasing the latest trends without fully addressing the complexities at hand? What does the future of food really look like, and who benefits from it? This article explores the shifting dynamics of food certifications, regenerative agriculture, and consumer behavior, challenging the industry's rush to adopt buzzwords without fully understanding their implications.
1. Organic vs. Natural: The Confusion That’s Holding Us Back
Despite the growing demand for organic foods, many consumers still don’t understand what the term "organic" even means. Forty percent of shoppers believe that "natural" is synonymous with "organic," and they associate organic with being pesticide-free, better tasting, and healthier. But is that really true? In this ever-confusing space, are these labels doing more to mislead consumers than to educate them?
According to findings from Kathy Risch, SVP of Thought Leadership & Shopper Insights at Acosta Group, based on an online survey conducted in October 2024 with their proprietary shopper community, this confusion is widespread. Kristine Root, CMO at Regenified, also shared insights from their study on consumer perceptions of regenerative agriculture, highlighting that many consumers still don’t fully understand the distinction between these terms, even as their interest in enhanced farming practices grows.
Takeaway: The food industry must own its messaging—confusing terms and overcomplicated definitions only serve to create doubt. If brands truly want to lead in the marketplace, they need to take responsibility for clarifying what their labels really mean and how they align with real adaptable food practices.
2. Certification Fatigue: Are We Overloading Consumers with Labels?
From "USDA Organic" to "Regenerative Organic Certified," the number of certifications out there is overwhelming. And while certifications are meant to provide consumers with trust, they’re often losing their credibility. Consumers are seeking authenticity, but they’re starting to tune out the many claims in general made by food companies, regardless of whether it’s certified organic, regenerative organic certified, or other business practices.
Certifications remain a critical part of building consumer trust, especially in uncertain economic times when purchasing decisions are often based on price. However, for brands, these certifications come at a cost. That’s why it’s essential for a company to identify its core values and mission before committing to certifications. By selecting the certifications that align with their values, brands can effectively support the claims they want to make on their labels, whether it’s for ingredient sourcing or business practices. In a market where price sensitivity is heightened, brand loyalty must be earned—and consumers are still driven by emotions like health, particularly in food, supplements, and beauty products. The “good for me” factor remains a key driver of purchasing decisions, so brands must focus on delivering products that not only meet certifications but also resonate with the consumer’s core values.
Takeaway: It’s time for the food industry to collaborate to re-evaluate how certifications are being used. Clear, honest, and straightforward messaging is more effective than a laundry list of certifications. Brands need to focus on low-waste practices that drive true, long-term value.
3. Regenerative Agriculture: More Than Just a Trend?
Regenerative agriculture is being touted as the future of farming, but is it really the transformative solution it’s made out to be? While it offers promising solutions for soil health and nutrient dense food quality, the majority of consumers still don’t fully understand what it means. The idea that healthy soil equals healthy food, which in turn leads to healthy people, is simple yet powerful. This 1947 quote by J.I. Rodale underscores the simplicity and directness of regenerative practices, offering a clear reason why they are being embraced once again.
Takeaway: Regenerative practices aren’t a silver bullet. They’re a starting point. Brands need to clarify the value of regenerative agriculture and how it fits into the broader narrative of durable food systems. If the industry fails to do so, we risk turning regenerative into another buzzword rather than a movement that truly benefits consumers, farmers, and the planet.
4. The Real Barriers to Regenerative Purchases: Access and Affordability
Consumers want regenerative, organic food, but the barriers to purchase are significant. Affordability remains a major concern for many shoppers, particularly when prices are higher than conventional options. In addition, these products are often not readily available—making access a significant issue.
For those who seek organic or less-processed foods, they tend to shop across multiple retail channels, showing a willingness to pay more if the product is perceived as healthier and tastes better. Better taste and quality are often associated with organic and natural products, creating an emotional connection with consumers looking for products that improve their health and wellbeing.
However, access to regenerative products is still extremely limited. The supply chain for these products is not yet robust enough to meet growing demand, and the value equation is still new for both retailers and consumers. The lack of farmers adopting regenerative practices limits the availability of essential ingredients for manufacturers and brands to source, further complicating the equation for scalability.
Takeaway:Regenerative agriculture will probably never be fully adopted, especially for the masses, but it can still have a meaningful impact if brands focus on improving the scalability of regenerative practices. Ensuring access and reducing barriers for all consumers will be essential for the movement to grow in a long-term viable and resource-efficient way.
5. Storytelling: Connecting the Dots Between Soil, Food, and Health
Everyone is looking for easy-to-understand and trusted information, especially when it comes to food. This is crucial not only for the end-user customer but across the entire supply chain. Whether B2B, D2C, or another form of purchasing, there needs to be clear communication at every stage.
For brands, this means understanding the entire customer journey and being prepared to respond when things don’t meet expectations. Clear communication with both retailers and consumers is vital to ensuring the message is consistent and trustworthy.
For distributors, the role of education is key. Providing information to retailers enables them to better educate their employees and, in turn, their customers. This knowledge transfer is essential in ensuring that products are correctly understood and that the true value of a brand is conveyed.
Additionally, when presenting products to retailers and distributors, brands must be clear on why their products stand out. This could be through certifications validating their supply chain or business practices, being locally produced, offering more validated nutritional elements, a wider variety, or simply providing a healthier version of an existing category.
Ultimately, consumers and businesses alike are seeking deeper connections—and it’s the brand’s job to ensure that their story resonates at every touchpoint.
Takeaway: Brands that master clear, concise, and transparent messaging will be more successful at standing out in a crowded market. Low-waste practices, clear communication, and adaptable supply chains are the foundation for lasting connections and consumer trust.
Conclusion:
The future of food is uncertain. While enhanced farming practices and regenerative agriculture show promise, they are only parts of a much larger puzzle. The key to success lies in educating consumers, simplifying complex ideas, and addressing the barriers that are currently hindering access to resilient, healthy food. It’s not enough to just follow trends—we need a movement that’s rooted in low-waste, clear, and impactful solutions. Brands that can navigate these challenges with integrity will not only change the way we eat but will redefine the food industry for generations to come.
Written by Merril Gilbert for NextGen Purpose
Merril Gilbert helps founders make the right decisions to move their businesses forward. As CEO of Curious Futures and creator of FoundHer Forward, she works with entrepreneurs—especially women—who are scaling, securing funding, or navigating key transitions. With 25 years of operational experience in CPG, food systems, health, and wellness, Merril combines strategic insight with a deep understanding of how emerging technology and economic shifts shape business success. She is committed to strengthening the future of food as a foundation for a healthier world.