Routes to Regen report shows success of world-first pilot helping farmers adopt regenerative practices 

Designed and delivered by a cross-sector collaboration of food and finance businesses, the initiative is a first-of-its-kind in the world. The pilot tested how collective support can give farmers access to a range of resources and opportunities, provided by participating businesses including McCain Foods, McDonald’s, Waitrose & Partners, Lloyds Banking Group, NatWest, Barclays, Aon, Tokio Marine Kiln and Lloyd’s.

The RCF has managed the project with on-farm advice from Ceres Rural, which has provided participating farmers with a ‘menu’ of support such as:   

• Routes to premiums available for sustainably grown crops. 
• Discounts on cover crop, pollinator and specialist seed. 
• Opportunities to integrate livestock and organic matter into farm systems. 
• Demonstration days and knowledge-sharing events. 

Feedback from participating farmers reflects strong results: 

• 80% agreed that their attitudes towards regenerative practices had become more positive. 
• 73% rated ease of access as better or much better than other farming schemes. 
• 82% rated the multi-company collaboration as important in their decision to take part. 

Farmers characterised the programme as being accessible without being overwhelming:  

“It sounded like it was something that we could do without it costing us too much time and money,” explained one participating farmer. “It was reachable for us without too much effort.”  

These outcomes show the value of the industry working together to reduce risk to farmers adopting regenerative practices, and reinforce the need for continued support as farm businesses navigate this transition. 

While the pilot delivered encouraging outcomes, there is more to do. The report outlines the next stage for the pilot, how it will strengthen farmer benefits and invites new companies to participate in the next phase. 

Keith Halstead, Executive Director of The Royal Countryside Fund said, “Farming in a sustainable way can often feel overwhelming for busy farmers who are facing relentless challenges. Our aim has been to bring to life the vision of the companies involved in the initiative and make regenerative farming feel not only more achievable, but rewarding, both environmentally and financially. We hope the findings in this report will inspire more farmers to explore the options available to support them on their own regenerative route, whether through financial incentives from their bank, technical support from trusted advisers, or the encouragement that comes from peer-to-peer networks.” 

Charlie Angelakos, Vice President of External Affairs and Sustainability at McCain Foods, and Chair of the Routes to Regen Project Board said, “At its heart, it’s a cross-industry collaboration to make moving in a regenerative direction easier and more attractive for farmers. Our businesses succeed or fail on the back of the success of the farmers that supply or buy from us. And we know that in an increasingly volatile world where the climate continues to change, building resilience through farming more regeneratively is absolutely critical for us all. Whether you’re a food business, financial institution, farmer or part of the agribusiness value chain with an interest in the area, I’d urge you to join our efforts.”