New label for regenerative farming announces first pilot farms


15 January 2021
New label for regenerative farming announces first pilot farms

Following the recent announcement of its newest label, Certified Regenerative by A Greener World (AGW), the non-profit farm certifier, has selected over 50 farms to join the programme’s pilot phase. 

Building on AGW’s successful family of labels, the new certification will provide a whole-farm assurance of sustainability, measuring benefits for soil, water, air, biodiversity, infrastructure, animal welfare and social responsibility. 

The core feature of Certified Regenerative by AGW is a five-year Regenerative Plan developed in partnership with the farmer, whereby farmers and experts assess risk, set goals and track progress toward meaningful milestones. Experienced agricultural advisors at the UK’s Farming & Wildlife Advisory Group (FWAG) will also be providing training and support. The role of A Greener World is to assess farms’ compliance with their own plan. Currently most regenerative claims are not verified at all, and the few verified labels are either limited in scope or require Organic certification as a prerequisite, excluding the vast majority of farmland and hardwiring practices which are inherently not regenerative. 

Pilot farms were selected based on a variety of factors including agricultural experience, regenerative principles, market or educational impact and geographical diversity. Farms span four continents and include potatoes and other vegetables as well as grass-fed lamb and herbs. Pilot farms in Australia, Namibia, South Africa, the UK, Canada and the U.S. will partner with A Greener World over the coming year to evaluate standards, plans and auditing procedures. This allows the programme to be trialed and assessed in a range of environments, climates and socioeconomic parameters to ensure meaningful outcomes are achieved, with refinements made as needed. A Greener World expects to announce its first fully Certified Regenerative by AGW farms and products in 2021.

A Greener World UK/Europe Executive Director Wayne Copp said: “The term ‘regenerative’ is already being thrown around like ‘sustainable’ was a decade ago, and is being used to ‘greenwash’ products or make them seem more environmentally sustainable than they are. Our new Certified Regenerative by AGW programme seeks to protect farmers and consumers by establishing clear standards and a label that farmers and consumers can trust to deliver a genuinely positive outcome: On the farm, at the table, and for the planet. 

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He said grower interest in the programme had been "overwhelming".

For more information about Certified Regenerative or A Greener World visit or contact [email protected] or +44 (0) 1271 320715. 


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