The Sustainable Markets Initiative (SMI) has launched “Routes to Regen,” a significant farm Lighthouse Project aimed at redefining regenerative agriculture as a viable business opportunity for U.K. farmers.
This initiative will be implemented across the East of England throughout 2025 to address the pressing environmental challenges linked to the global food system, which contributes approximately 30 per cent of human-produced greenhouse gas emissions and is the principal driver of biodiversity loss. By fostering cross-sector collaboration among leading industry players, the project aims to establish a unified support framework that enables farmers to adopt regenerative practices with reduced economic risk, according to a press release.
Research conducted by the SMI’s Agribusiness Hub highlights that while the benefits of regenerative agriculture are well documented, the transition is often hampered by financial uncertainties and a lack of cohesive support systems.
Jennifer Jordan-Saifi, CEO of SMI, says, “The ‘Routes to Regen’ project builds on the significant work undertaken by the Sustainable Markets Initiative’s Agribusiness Hub that identified financial risk and a fragmented support system as key barriers to the adoption of regenerative farming practices.”
In response to these insights, the initiative partners with major food and finance companies such as McCain Foods, McDonald’s, Lloyds Banking Group, and Waitrose and Partners to translate research findings into actionable solutions for farmers.
The “Routes to Regen” initiative will deliver a menu of support services to participating farmers. This includes financial assistance through discounted capital, guidance on crop rotation, discounted seeds for cover crops, weather insurance, and advice on utilizing public funding schemes effectively. In addition, technical support will be available, including research insights, connections to local livestock farmers, and assistance with measurement and data collection, such as discounted soil sampling.
Charlie Angelakos, Vice President of Global External Affairs and Sustainability at McCain Foods, confirms the importance of a collaborative effort.
“Achieving scale requires a whole farm approach and collaboration across industry is essential to achieving that,” he says. “We are proud to be spearheading this pioneering pilot project. McCain and other SMI members are already leading the charge in driving initiatives that incentivise and encourage the regenerative transition for farmers. But potatoes represent just one crop in the rotation and we know we can’t do this alone. Achieving scale requires a whole farm approach and collaboration across industry is essential to achieving that. This project will build on and unite existing initiatives, simplifying and making the transition a more viable and accessible choice for the farmer.”
The initiative will facilitate peer-to-peer support, providing avenues for farmers to attend demonstration days and knowledge-sharing events. These opportunities aim to build a community among farmers, allowing them to learn from each other’s experiences and best practices as they transition to regenerative farming methods.
As part of its framework, the project will evaluate SAI Platform’s Regenerating Together Framework, which provides a globally aligned definition and farmer-centric approach to regenerative agriculture. The intention is to use the learning from this project to inform and inspire similar initiatives worldwide. Members of the SMI plan to leverage their extensive network, consisting of over 250 CEOs globally, to foster essential collaboration across the food, finance, and insurance sectors, ultimately facilitating broader adoption of regenerative practices.
“Regenerative agriculture presents us with a critical opportunity to secure a long-term, sustainable future for farming,” says Beth Hart, Chief Sustainability and Social Impact Officer at McDonald’s. “This initiative aligns with McDonald’s broader sustainability goals and our commitment to driving positive change in the food industry. We are excited about the potential to set a new model for industry collaboration through this pilot so we can inspire global adoption of regenerative farming practices.”
