Answering the Consumer Call: Expanding Regenerative Organic Agriculture in our Aisles

Consumers are more committed than ever to choosing products that align with their values—prioritizing health, sustainability, and the greater good. Even as economic tides shift and flux, research shows that shoppers continue to seek out trusted certifications like organic and fair trade to ensure their purchases make a real and tangible difference in the world. And the numbers tell a powerful story: in 2023, organic food sales soared to a record $63.8 billion, with organic non-food products adding another $5.9 billion—bringing total organic marketplace sales to nearly $70 billion.

But today’s consumers aren’t just looking for better—they’re looking for the best. They want food and beverages that nourish their families while nurturing the planet.

Enter: Regenerative Organic Certified®. A standard that goes beyond sustainability, setting a new benchmark for how food should be grown, how communities and farmers should be supported, and how the earth and our finite natural resources should be cared for.

Established in 2017 by a group of farmers, business leaders, and experts in soil health, animal welfare, and social fairness – now known collectively as the Regenerative Organic Alliance (ROA) – the Regenerative Organic Certified® (ROC™) label represents the highest standard in the world for soil health and farmworker fairness to address the climate crisis, soil degradation, biodiversity loss, factory farming, inequity in our global supply chain, and fractured rural economies globally.

Since its inception, over 18 million acres led by 61,000 smallholder farmers have been certified regenerative organic with 1,900 ROC™ products currently on the market from over 220 brands. The number of ROC™ SKUs in the marketplace grew by 71% from 2023 to 2024, proving that the certification’s momentum in the marketplace is far from slowing.

This continued spike in supply is fueled by growing demand at the check-out counter as overall revenue of ROC™ products increased by 37% in 2024 compared to the same period in 2023, with sales totaling nearly $50M in 2024.

This growth can be attributed to both Regenerative Organic Certified® farms and brands diversifying their offerings of ROC™ products across multiple categories, as well as the specialty and national retailers like Whole Foods Market and Sprouts Farmers Market who are saving shelf space for products that advance regenerative organic agriculture.

When we support the farmers who are leading the way in responsible food production, we make it easier for shoppers to choose products that align with their values—nourishing their families while supporting the people and the land behind every ingredient.

At Frontier Co-op, our commitment to organic agriculture, environmental stewardship, and social fairness has always been guided by a simple belief: Doing Good, Works. Sourcing high-quality, responsibly grown ingredients is at the heart of what we do, and for us, regenerative agriculture is a natural next step—one that must go hand in hand with organic farming and a deep commitment to the people behind every harvest. By investing in regenerative organic agriculture, we’re not only supporting the smallholder farmers and families we partner with—we’re helping consumers bring bold flavors, rich stories, and organic goodness to every home-cooked meal.

As part of this next, exciting chapter, we’ve launched:

• A first-of-its kind line of nationally distributed Regenerative Organic Certified® bottled spices, including:
  • Regenerative Organic Certified® Ceylon Cinnamon
  • Regenerative Organic Certified® Ceylon Cinnamon Sticks
  • Regenerative Organic Certified® Ground Turmeric
  • Regenerative Organic Certified® Ground Ginger
  • Regenerative Organic Certified® Medium Grind Black Pepper
• The first-ever nationally distributed Regenerative Organic Certified® vanilla product with Frontier Co-op’s Indonesian Vanilla Extract
• Frontier Co-op’s Regenerative Organic Certified® Whole Black Peppercorns, available exclusively at Whole Foods Market with the ROC™ Indonesian Vanilla Extract

We’re continuing this momentum with new ROC™ products on the way, including Frontier Co-op Regenerative Organic Certified® Madagascar Vanilla, and Aura Cacia Regenerative Organic Certified® Peppermint Oil, expanding the regenerative organic essential oils market.

All of Frontier Co-op's ROC™ products are USDA Organic Certified, Fairtrade Certified through Fairtrade America, and contribute to their community’s long-term resilience and wellbeing. In many cases, this includes these partners participating in stability and resilience projects in their smallholder farming communities through Frontier Co-op's Well Earth grant program.

Smallholder farmers are the backbone of our global food system; with 600 million farmers worldwide cultivating less than two hectares of land, their work sustains nearly 30% of the world’s food supply. But as the agricultural industry shifts toward a more regenerative future, we must ensure the farmers who play this vital role aren’t left behind. That’s where ROC™ comes in—setting a higher standard for farming while keeping smallholder communities at the center of the movement.

Last month, our partners at the Regenerative Organic Alliance (ROA) launched Heal the Earth, Nourish Your Life™—a nationwide campaign designed to expand education and awareness around ROC™. 

Without clear regulatory oversight and a standardized definition across industries, many consumers remain confused about what "regenerative" truly means and how their purchases of regenerative products can create a lasting impact. This campaign aims to bridge that gap, helping both retailers and shoppers understand the tangible effects of their purchasing decisions, and making it easier to find high-quality, responsibly sourced products that align with their values.

The conversation around regenerative agriculture has evolved significantly over the last few years, with the industry gaining momentum and attracting more attention from consumers and businesses alike. Today, as we celebrate National Regenerative Agriculture Day, we’re witnessing a growing demand for Regenerative Organic Certified® products—not just as a passing trend, but as a transformative movement poised to scale the industry. By expanding access to regenerative organic options for every household, we’re creating a future that nourishes people, restores the planet, and supports the smallholder farming communities leading the way.

Laura Kuykendall is Frontier Co-op’s Senior Vice President of Marketing