The Regenerative Organic Market: How Soil Health Is Becoming a Sales Story

Here’s a fact that might surprise you: most organic and grassfed beef sold in the United States today is imported. American ranchers who are already doing the work – building soil, raising grass-fed cattle, pursuing certification – are largely on the outside of that market looking in. This session examines how that’s changing, and what it means for ranchers in the U.S.

Rodale Institute will open with a brief look at market trends: where sales of grass-fed, organic, and regenerative organic beef are heading, and where the white space is. Then we’ll hear from three perspectives across the supply chain – a leading natural retailer in Natural Grocers, and two
Regenerative Organic Certified brands, StarWalker Organic Farms and Niman Ranch, both sourcing exclusively from U.S. ranches.

– What are buyers and consumers looking for when they seek out regenerative beef – and how is that different from organic or grass-fed?
– What does Natural Grocers look for when sourcing regenerative beef, and how does ROC certification factor into purchasing decisions?
– How are StarWalker and Niman using soil health data and ROC certification in their marketing and retail positioning?
– What does it mean to trace “healthy soil” all the way through to the consumer’s plate – and is that a story that sells?
– What does each brand look for in a ranching partner? What makes a producer a good fit?
– Where does the regenerative organic beef market go from here – and what role can U.S. ranchers play in shaping it?

For ranchers with direct sales who are asking “what’s next?” or for those looking for a values-aligned market channel that rewards the practices you’re already building toward, this session offers a concrete look at the regenerative organic opportunity, from the ranch gate to the retail shelf.

Questions? Contact cate.baril@rodaleinstitute.org.