Regenerative Agriculture or Greenwashing? How to Spot True Sustainability in Farming

“Regenerative agriculture” has become one of the most talked-about approaches in sustainable farming. Touted as the next frontier of sustainability, it promises healthier soils, improved biodiversity, and resilient food systems. 

But as more companies — from Nestlé to Cargill, Bayer to Corteva, Barilla to Illy — present their own interpretations of regenerative practices, confusion grows. Without clear standards, it’s hard for farmers, policymakers, and consumers to separate genuine progress from marketing spin. 

A call for clarity 

Paolo Bàrberi, Professor of Agronomy at the Sant’Anna School of Advanced Studies in Pisa, brings valuable perspective on the topic. As coordinator of the Research Group in Agroecology and co-founder of Agroecology Europe, Bàrberi has advised FAO, the European Commission, EFSA, and other major institutions on sustainable agriculture. 

In an editorial for Terra e Vita (issue 17/2025), he highlights a critical gap: 

“There is currently no universally accepted definition of regenerative agriculture, in science or in practice, nor is there any reference legislation.” 

Bàrberi warns that without robust, science-based guidelines, rules around regenerative agriculture risk favoring marketing strategies over true sustainability. 

The way forward

For regenerative agriculture to deliver its promise, the sector must move beyond slogans and establish clear, measurable standards. Policies, certifications, and research need to align on practices that genuinely enhance soil health, biodiversity, and climate resilience — not just on those that look good in annual reports. 

Read Paolo Bàrberi’s full editorial → 

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Established in Italy, Suolo e Salute is a leading laboratory dedicated to soil and environmental testing. With a strong focus on accuracy, sustainability, and scientific excellence, it supports agricultural, environmental, and regulatory clients with tailored analytical solutions. Committed to innovation and environmental stewardship, Suolo e Salute delivers trustworthy insights that drive responsible land management. Suolo e Salute brings global expertise and local impact together.