“There is an opportunity to have an incredible impact through regenerative agriculture. Our food systems make up about a third of carbon emissions. And so, when you think about the way that you shop and the way that you eat, really every time you make a food decision, you are making a climate decision. ... That is going to become more and more prevalent and top of mind for people,” Susan Buckwalter Hartman, co-founder of Recoup, told FoodNavigator-USA.
Recoup hits Sprout shelves as part of New-For-You set
Launched in 2020, Recoup offers a line of Regenerative Organic Certified (ROC) prebiotic sparkling hydration beverages that come with 3 grams of prebiotic fiber from agave inulin fiber and a "functional dose of ginger," which improves digestion, Hartman said.
Each beverage contains no added sugar, is sweetened with maple tree water for five grams of sugar and comes in Pineapple Passion Fruit, Lemon Lime and Watermelon Blood Orange. Additionally, Recoup sources 95% of its raw materials from ROC-certified agriculture suppliers, a requirement for the certification, she added.
Recoup launched as part of Sprouts’ New-For-You innovation set, which test runs new brands seeking shelf space, Hartman explained. Sprouts will display Recoup products on an end-cap display dedicated to ROC brands, including Patagonia Provisions and several smaller brands, she added.
“[Sprouts takes] you in for 90 days, they order a set amount, and if you do well, then they give you a spot on the regular shelf. So, it is an incredible opportunity for us to be able to sell regularly in Sprouts, and it is a great opportunity to have national awareness and get on people's radar,” she elaborated.
Recoup also is spreading the word about ROC’s benefits through its direct-to-consumer offering on its website and Amazon. Recently, Amazon launched a dedicated ROC webpage, where consumers can purchase ROC brands, including Recoup, she added.
“It is nice to have another consumer touch point and another discovery point [on Amazon] for people who are shopping based on values and want to find brands that have that certification,” she elaborated.
How long will it take before regen ag is mainstream?
Consumer awareness of ROC is nascent, and brands and regenerative organic certification bodies have a way to go before mainstream consumers know the benefits of regenerative agriculture.
Purdue University found in an August survey of more than 1,200 American adults that 71% of consumers were unfamiliar or only slightly familiar with regenerative agriculture, while only 6% and 9% of consumers were extremely and very familiar with regenerative agriculture, respectively, as reported in its September Consumer Food Insights report.
ROC brands can help consumers understand the benefits of regenerative organic by tying them to health and nutrient benefits, and with the help of digital and social media, companies can do that faster than ever, Hartman explained.
Mintel analyst Richard Cope echoed similar sentiments, saying that “sustainable products have to win the health battle” in a recent FoodNavigator-USA article.
"The impact of regenerative agriculture and the nutrient density in food is starting to become something that people are more and more aware of,” Hartman elaborated. “It took 20 years for organic to become mainstream, but the information cycle is so much faster now that I think it will be five years for regenerative organic certification.”