Let’s fast forward to 2030, when products that actively tackle climate change and build biodiversity are widely available in grocery stores across Europe and the UK...
Climate Crunch by Regenerate
Regenerate your morning
Start your day right with Regenerate’s Climate Crunch – a delicious, nutrient-dense, protein-packed blend of wheat and peas that will keep you full for hours. Whether it’s our cold cereal, hot cereal cup, or cereal bars, with every bite you are part of a movement of consumers who are helping to reverse climate change and support local farming communities. Our farmers are our climate champions, and that’s why they’re featured on our products.
Hear one of our farmer's journeys
“Before I became a regenerative farmer, my main source of income was wheat because that’s what my family had been growing here in Poland for generations. To keep my farm going, I was relying on synthetic fertilisers and pesticides, and I could see the damage it was doing to the land and the plants and animals around us. So, in 2021, I decided to intercrop peas with my wheat because it fixes nitrogen in the soil. This enabled me to reduce my reliance on synthetic inputs and allowed me to diversify my income, as I was no longer reliant only on the price of wheat being good. Since then, the health of my soil has improved immeasurably!
The support that I received from Regenerate helped me invest in some new machinery, which would have taken some years to pay off without any financial assistance. Now, I can grow almost 50% more food from each field thanks to intercropping peas and wheat than if I grew each of them separately. I hadn’t considered growing peas before as there wasn’t much demand for them, but working with Regenerate ensured that I had someone to sell them to.”
How Climate Crunch was brought to life
Farm
To initiate the transition, Regenerate provided some financial support to farmers with a grant matching programme, set up a training programme with local agronomists to help farmers learn about intercropping, and worked with farmers to form a cooperative for machinery leasing.
Buying model
Regenerate has collaborated with farmers to agree supportive contract terms. Most opted for longer term 10-year contracts supplying all the wheat and pea volumes produced on the farm to allow the farm system to reach maturity and produce consistent yields.
Product design
The product recipes were designed to use wheat and peas in proportion to their production volumes on supplying farms to help ensure there is ongoing demand for both crops, providing farmers with enduring incentives.
Other products from 2030
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To quote the study, please use the following reference: Ellen MacArthur Foundation, The big food redesign: Regenerating nature with the circular economycircular economyA systems solution framework that tackles global challenges like climate change, biodiversity loss, waste, and pollution. It is based on three principles, driven by design: eliminate waste and pollution, circulate products and materials (at their highest value), and regenerate nature. (2021).
The future products have been co-created in collaboration with the fantastic team at Alpha Food Labs.
