100% back regenerative farming, but four in ten admit they don’t understand its wider environmental benefits.

That is one of the clearest findings from new industry research released during British Regenerative Farming Week, 12–19 September 2026.

The appetite is there. Every respondent said or indicated that regenerative farming is important to the future of British agriculture, while 92% said it was important to their own business.

But understanding is not keeping pace with enthusiasm.

42% said they did not understand the wider potential benefits of regenerative farming for biodiversity, water retention and carbon reduction.

At the same time, regenerative ingredients are already moving into the mainstream. 67% of respondents are using them now and a further 17% are investigating their use.

The biggest barrier? Price. Three quarters said competitive pricing would influence their decision to use regenerative wheat or flour.

Businesses also want proof. Environmental evidence, traceability, product quality, reliable supply and clear standards all matter.

Perhaps most importantly, 92% said that better information about soil health, biodiversity and farming practices would help them communicate the benefits to their own customers.

That is exactly why British Regenerative Farming Week matters.

The Week is creating a national platform to move the conversation from awareness to understanding and from interest to action.

Download the full industry report to explore the findings in more detail and see what businesses say is needed to accelerate adoption of regenerative ingredients.