Regenerative Agriculture: Richard Tufton on Sustainability, Supply Chains & Greenwashing In this conversation, Richard Tufton, vice president of supply chain for Regenified, discusses the importance of regenerative agriculture and its potential to transform the food supply chain. He shares his journey from the UK to the US, his experiences in the meat industry, and the mission of Regenified to connect farmers with consumers through a certification process that emphasizes sustainability and nutrient density. The discussion covers the challenges of transitioning to regenerative practices, the role of data in improving farming methods, and the need for consumer education to combat greenwashing. Richard emphasizes the emotional connection to food and the importance of creating demand for regenerative products in retail and restaurants. Regenified https://regenified.com/ Richard Tufton Contact Email [email protected] LinkedIn: http://linkedin.com/in/richard-tufton-7aa62435 Instagram @rtufton Takeaways: Regenerative agriculture aims to improve food supply sustainability. Supply chains must be consumer-driven to succeed. Regenified certification helps farmers understand their land better. Transitioning to regenerative practices faces skepticism from traditional farmers. Data collection is crucial for improving farming practices. Consumer demand is essential for the growth of regenerative agriculture. Preventing greenwashing is a key goal for Regenified. Nutrient density testing can enhance consumer trust and product appeal. Emotional connections to food can drive consumer choices. Education is vital for the success of regenerative agriculture.