Episode 5 | 08.02.2024

A Look at the Educational and Ethical Challenges of Marketing Regenerative Agriculture

In this episode, Tom Chatfield, founder of Make Hay, and Clare Hill, a regenerative farmer at Planton Farm, explore the educational and ethical nuances of marketing regenerative agriculture. They discuss the importance of clearly defining regenerative concepts, combating greenwashing, and prioritising outcome-based practices. Their rich dialogue sheds light on effective strategies for aligning business success with true environmental responsibility, emphasising education’s role in ethical marketing within the food and farming sector.

Listen to the full podcast episode on YouTube, Spotify, and Apple Podcasts.

Navigating the Complex Terrain of Ethical Marketing in Food and Farming

In a world where buzzwords like “sustainability” and “regenerative agriculture” proliferate, the challenge of ethically marketing within the food and farming sector is more nuanced than ever. The recent episode of ‘The Responsible Edge Podcast’ with Tom and Clare provides an in-depth exploration of these complexities, offering critical insights for anyone aiming to navigate this delicate balance.

The Challenge of Definition and Communication

One of the primary hurdles highlighted by Clare is the challenge of defining “regenerative agriculture” in a way that transcends the broad and often vague understandings that lead to greenwashing. “It’s not just one thing…there is potential for greenwashing within it,” Clare notes, emphasising the difficulty of conveying the multifaceted, context-specific nature of regenerative practices.

Tom builds on this by discussing the intricacies of marketing these practices. Unlike organic farming, which has clear certification systems, the nuanced and holistic approach of regenerative agriculture complicates its communication to consumers.

“Regenerative is much more down to holistic context, which is as nuanced and varied as every farm, every family out there doing it,”

he explains, underscoring the need for a more sophisticated marketing approach.

Overcoming Greenwashing

The conversation between Tom and Clare sheds light on the unintentional greenwashing that occurs when companies and brands adopt the term “regenerative” without a deep understanding of its implications or without committing the necessary resources to truly support regenerative practices at the farm level. Clare points out the necessity of moving beyond mere commitments to tangible actions and financial support for farmers transitioning to regenerative methods.

The Power of Social Proof and Storytelling

Both speakers emphasise the importance of outcome-based approaches over input-focused methods, advocating for measuring tangible benefits such as improved soil health and ecosystem services. This shift requires a marketing strategy that leverages social proof and storytelling to convey the real-world impacts of regenerative agriculture.

“We’re looking for regenerative outcomes…improving soil health, enhancing ecosystem services,”

Clare remarks, highlighting the potential of stories to serve as powerful tools for authentic communication.

Insights for Ethical Marketing in the Sector

For marketers and communication specialists, the key takeaway from Tom and Clare’s discussion is the critical role of deep understanding and authenticity in conveying the complexities of regenerative agriculture. As Tom suggests,

“a deep understanding of the subject is going to serve any young marketeer very, very well,”

pointing to the importance of trust, a nose for the story, and an appreciation of the sector’s nuances.


The insights from Tom and Clare offer valuable lessons for anyone involved in marketing within the food and farming sector. By embracing a nuanced understanding of regenerative practices, focusing on measurable outcomes, and leveraging the power of storytelling, businesses can navigate the complexities of ethical marketing. This approach not only avoids the pitfalls of greenwashing but also builds trust and value in a sector where integrity and authenticity are increasingly paramount.

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© 2024. The Responsible Edge Podcast