Sustainable agriculture. Organic. Regenerative ag. Non-GMO. Gluten free.

A trip down the aisle at the grocery store today includes all kinds of labels that you wouldn't have seen 20 years ago.

And while the definitions of some of these terms are still being sorted out, one thing is clear: consumers are willing to pay a premium for products that they can feel good about buying and feeding to their families.

So in this episode, Tom and Sally crunch the numbers, examining a recent eyebrow-raising survey that examined consumer attitudes about sustainable products--and it paints a rosy picture for growers who are thinking about adopting sustainable practices.

Then, they talk to Shrene White, general manager of America's largest flour milling operation, Ardent Mills. Shrene shares some of their own data about the field, explains how they're generating new revenue under the sustainable and regenerative ag labels, and explores how their ongoing partnership with Nutrien Ag Solutions has resulted in promising results from project sites across North America.