Whole Foods Markets
– top trends in 2020

Regenerative Agriculture – Farmers, producers, academics, government agencies, retailers and more are taking a closer look at how to use land and animal management practices to improve soil health and sequester carbon.  While the term “regenerative agriculture” can have many definitions, it generally describes farming and grazing practices that restore degraded soil, improve biodiversity and increase carbon capture to create long-lasting environmental benefits, such as positively impacting climate change.
You can help by seeking out brands that support regenerative practices.
(The brands are the companies that we are targeting).

Whole Foods Markets – top trends in 2023

Climate-conscious callouts – Climate consciousness is more relevant than ever, and as a result, brands are working to improve the impact of food and beverage production.  Across our aisles, products are taking to their labels to talk about sustainability efforts in a time when consumers expect brands and retailers to do more related to carbon and climate.  At Whole Foods Market, we have a team of experts who take the lead on setting our rigorous Quality Standards, providing guidance around this ever-evolving topic to help customers have confidence in what
they see on product labels.

Results from BBMG Conscious
Consumer Report

Green. Sustainable. Fair trade. Locally grown. Socially Responsible.

We know the words, but what do they really mean to America’s
families and consumers?

According to the report:

90% of Americans describe themselves as “conscious consumers”
90% are more likely to buy from companies that manufacture
energy efficient products
(shorter supply chains in agriculture, fewer agro chemicals)
88% will support products that promote health and safety benefits
87% support environmentally-friendly practices

 Drivers of Conscious Consumers

Health and safety – they want natural, organic and unmodified products to meet their health
and nutrition needs.
Honesty – insist that companies reliably and accurately detail product features and benefits.
Relationships – who made it, where does it come from – they seek opportunities to support the
local economy when given the chance
Doing Good – concerned about the world and want to make it a better place

 Scaling Regenerative Farming

If a company is looking to create a Farm to Fork collaboration –leading businesses need to take the lead in providing:

Their vision of what the regenerative supply chain looks like:
Funding – in some form – offset initial costs, purchase agreements with small premiums –
in organic, original adopters got into it for the premiums, but have stayed due to the cost reductions
that are the real driver of net profits.
Action plans – see comments from “interview” in the attachment – tell the grower what the company
wants and help them get there.

  3 main reasons the global adoption of regenerative farming is not happening at a greater pace and scale

The short-term economic case is not compelling enough for the average farmer/producer – decreased yields in the short-term, mistakes in farming practices, adoption costs of transitioning – farmers are stubborn (slow to change) and risk averse – have to get through that 1 – 3 year time frame with least amount of pain
There is a knowledge gap – no one agrees – everyone trying to create labels – need to set your own goals and just work towards them – Head buyer for Pepsico in Europe – “we encourage developing standards, etc. and are working with groups to do that, but we are not waiting on a standard.  We have set a goal of buying 75% of our raw materials from regenerative growers by 2035 in Europe.”
Drivers in the value chain are aligned to encourage regenerative farming – since it costs more in the short run, the value chain – including the consumer – isn’t prepared to pay for it (costs are going to have to be shared between consumers and others in the value chain).

  Parties in Food Supply Value Chain

  • Producers/Growers
  • Processors
  • Manufacturers
  • Wholesalers
  • Retailers
  • Food Service/ Restaurant
  • Consumers

  First Step 

Shorten the supply chain – both in terms of people involved and steps/distances traveled

Companies looking to transition to a regenerative supply chain should have a Quadruple Performance Goal focus:


  • Improved Financial Outcomes
  • Improved Ecological/Ecosystems outcomes (less run off, better water management)
  • Improved Health – Humans and animals (more nutrient dense foods – fewer health related issues)
  • Improved Socio-Economic well being (producers are better compensated, more local supply chain supports local communities and increases job opportunities)

People are fed by the food industry, which pays no attention to health; and are treated by the health industry, which pays no attention to food.

  -Wendall Berry


Best greenhouse crops I’ve ever produced.

Omer G


I have no problem saying that the 200 dollars spent on CaluSolv increased our income by over $2,000 dollars.

Andrew H


We have used CaluSolv on our non-GMO alfalfa field for three years, and we see fewer weeds. The grass stand has thickened up naturally, giving us a better-producing field.

John G


We have switched our entire farm to CaluSolv. I have never seen plants produce and grow like they do on the product!

Jeff E

Kentucky -
Commercial Grower, Blueberries, Blackberries, and Strawberries

Calusolv has worked with me to understand the analysis and made recommendations on soil amendments.

Ronnie H

North Carolina

The armyworms ate my neighbor’s bermudagrass hay on each side of my property. They made it 10 ft into my field and disappeared. The product speaks for itself!

Charles M


We only had to spray the garden twice for bugs and with the straw and newspaper mulch, we only had to water it 2 or 3 times.  God so blessed us!!!!  I’m very sold on your CaluSolv and the plants love CaluSolv!  It’s awesome!!!

Becky A


After using CaluSolv for 4 years, my soils are balanced and release stored nutrients. This program has actually allowed me to use less fertilizer each season while producing high-quality, great-tasting tomatoes that my customers wait for each year.

Williams D