Regenerative farming – often touted as a solution to the climate crisis – has emerged as a growing focus within the food industry as it aligns with increasing consumer demand for sustainable and environmentally responsible food production. As concerns about climate change, soil degradation, and biodiversity loss escalate, businesses are striving to adopt practices that restore ecosystems and minimise environmental impact.
This farming approach offers brands a compelling narrative, allowing them to stand out in a competitive market by demonstrating their commitment to sustainability. By working with regenerative farmers, food companies can align with a movement that emphasises ecological benefits, such as healthier soil, improved water retention, and higher-quality produce. Practices include limiting soil disturbance, maintaining year-round soil cover, promoting biodiversity, crop rotation, keeping living roots in the soil, and integrating livestock with arable systems. However, not all regenerative farmers apply these practices universally, and the term itself lacks a universally agreed definition, leaving consumer awareness relatively low.
To avoid misleading claims, marketers must emphasise transparency, ensuring they clarify the foundations of their regenerative farming initiatives and focus on measurable outcomes rather than vague projections. Caution is essential to avoid cherry-picking practices or exaggerating benefits, particularly when using broad terms like ‘regenerative’ or ‘sustainable’.
Enter Charles Redfern, a trailblazer who has consistently embraced bold moves. As the founder and driving force behind RealFoods Organico, he has dedicated decades to championing organic, planet-friendly products while navigating the challenges of a rapidly evolving food industry.
In this candid Q&A, Redfern delves into the importance of authenticity in an era rife with greenwashing and discusses the delicate art of balancing ethical conviction with commercial success. He also shares key lessons learned from his entrepreneurial journey and insights into what it takes to thrive in the modern food landscape.
Quick bites
Where do you sit on the regenerative farming debate: Is it a needless distraction for organics or a positive addition to the bakery fixture?
Regenerative farming has recently received a polite yellow card from the ASA [Advertising Standards Authority, the UK’s independent regulator of advertising], and I’d say it’s a case of ‘watch this space’.
Organic farming, by contrast, is firmly established as law – controlled, verified, and managed at an exceptionally complex level with over 40 years of legal recognition. EU organic law spans hundreds of pages of detailed regulations. Meanwhile, regenerative standards often seem loosely defined, sometimes written on the proverbial back of an envelope.
As a concept, regenerative farming has merit. However, it comes with glaring issues, such as the version of regenerative farming that promotes heavy glyphosate use – a herbicide with serious environmental and health concerns. If you’re drawn to regenerative farming, you must scrutinise which version you’re supporting. In the US, the most credible form of regenerative farming essentially builds on organic principles, functioning as an ‘organic-plus’ certification.
“A food product must meet stringent demands around legislation, quality, and marketing”
Charles Redfern
Are RealFood Organico’s sustainable credentials a real point of difference for your customers?
Our sustainable credentials are unmatched. The Planet Score, in particular, is a fantastic differentiator, though I worry it might lose traction as Big Grocery promotes less reliable indicators. Long story short, we’re an activist company, which is rare nowadays. Most ethical efforts feel more like checkbox exercises than convictions.
That said, sustainability isn’t our main consumer-facing proposition – it’s more of a back-of-pack story. Our branding focuses on the joy of real foods. Let’s be honest, most people aren’t looking to be lectured when they’re trying to get dinner sorted. But for those who care to know, we’re always open to sharing our journey and answering questions.
What are some key trends in the snacking industry that you believe will shape the market in the next five years, and how is RealFoods Organico positioning itself to stay ahead?
Years ago, I was ahead of my time in understanding food specialities from around the world. That expertise is now commonplace, thanks to travel and the internet. I’m unsure how the market will evolve, but there’s always demand for functional and novel foods.
My instincts, however, lean toward simple, natural food – prepared without hyper-processed tricks. We focus on this ethos, positioning ourselves as purveyors of quality, straightforward products that meet the demand for authenticity and taste.
As a business that began a while back and has evolved with the market, what are the key takeaways about adapting to changing consumer preferences?
Nothing in grocery moves quickly unless you’re a multi-million-pound brand or riding a major trend wave. We’re a long-term brand, and while change is slow, the feedback we’re receiving is encouraging. Our 2025 strategy is coming together, and we’re confident in our direction.
For us, it’s about finding organic products that fit our taste philosophy. Take our sweet biscuits – they’re not health products. We’re using sugar and butter because many free-from alternatives just don’t deliver on taste. Our brand focuses on creating organic versions of fine foods or artisan products, not compromising on quality.
RealFoods’ rebrand is a bold move in a competitive market. What lessons can others learn from your approach?
If anything, we’ve been the ones learning lessons. We were slow to realise that bold, expert design is now a crucial part of standing out. While we’re proud of what we’ve achieved, building consumer loyalty takes time.
We hope we’re on the right path. More broadly, the industry needs greater belief in the solutions organic, planet-friendly sourcing can offer. It’s a powerful proposition when done right.
What lessons have you learned as a food industry entrepreneur, and what advice would you give to others?
Be prepared to struggle – it’s no walk in the park. A food product must meet stringent demands around legislation, quality, and marketing. Profit margins are tight, and competition is fierce.
Unfortunately, it’s tough for new entrepreneurs to succeed without venture capital or deep personal resources. Venture capital brings its own compromises, often steering brands toward an exit strategy rather than a genuine mission. When I started, many companies aimed to change the world. That didn’t always pan out, but at least the intent was pure.
During your journey, what was your worst mistake or biggest waste of money?
Some mistakes only reveal themselves over time. In general, my fault is being more invested in the vocation than in EBITDA.
What makes you angry?
Perfunctory ethical claiming.
What’s your worst vice?
A sweet tooth.
Your biggest achievement?
I don’t know yet!
