The North American food industry is starting to embrace sustainability as a key value. From farm to table, companies are looking for ways to reduce their environmental impact, protect natural resources, and improve social responsibility. However, despite these efforts, consumers are still pushing for more.

One reason for this is that many sustainability initiatives are focused on incremental improvements rather than transformative change. While reducing plastic packaging or sourcing more sustainable ingredients are important steps, they do not address the root causes of environmental and social issues in the food industry. Consumers are looking for systemic change that goes beyond just reducing negative impacts.

Additionally, many consumers are skeptical of industry-led sustainability initiatives, as they perceive them as a way for companies to greenwash their image without making significant changes. Consumers want transparency and accountability, and they want to see concrete actions and measurable progress towards sustainability goals.

One way for the food industry to respond to these demands is to embrace regenerative agriculture. This approach goes beyond sustainable agriculture by seeking to rebuild soil health, enhance biodiversity, and sequester carbon. By focusing on ecosystem health, regenerative agriculture can help to address many of the environmental and social issues that plague the food industry.

Another approach is to prioritize circularity in food systems. This means designing systems that minimize waste and maximize resource efficiency. It involves rethinking how we produce, consume, and dispose of food, with a focus on reducing the environmental footprint of the entire system.

Ultimately, the North American food industry must continue to lean into sustainability and respond to consumer demands for more transformative change. By embracing regenerative agriculture, circularity, and other innovative approaches, the industry can create a food system that is truly sustainable, equitable, and resilient. By working together, farmers, processors, retailers, and consumers can create a food system that nourishes both people and the planet.