Tradecraft would like to congratulate the Groundwork team on expanding their 100% organic product portfolio to include a line of Regenerative Organic Agriculture (ROC) -certified coffee offerings, expanding their portfolio. We appreciate how they are leading the way in sustainable coffee practices within the industry.
1. What exactly is Regenerative Organic Agriculture and how does it differ from traditional organic farming?
This question points out the current challenge in the Regenerative Movement as there is no “official” definition of what Regenerative means. So we use the definition created by the Regenerative Organic Alliance (ROA), under which there are three pillars: 1) Soil Health and Land Management, 2) Animal Welfare, and 3) Farmer & Worker Fairness.
Regenerative organic agriculture differs from traditional organic farming in that there is a focus on not tilling the soil to preserve the soil’s health (and prevent erosion) as well as preserving the microbial and mycelial networks in the soil. There is an emphasis on introducing practices that reintroduce organic matter, via the use of cover crops, into the soil and, as a result, help sequester carbon. Carbon is critical to a plant’s health. Additionally, regenerative farmers/ranchers do not monocrop. Perhaps most exciting is that regenerative agriculture can capture and retain an amount of carbon equal to the tonnage currently being emitted into the atmosphere by human activities and industry. Capturing carbon and returning it to the ground is a big step towards stopping climate change.
Traditional organic agriculture focuses on not using agrotoxins such as synthetic fertilizers and pesticides and on not using GMO seeds. In organic agriculture, the soil can be tilled, which exposes it to erosion by rain and/or wind. The cover crops used in Regn Ag protect the soil from erosion. There is no prohibition against monocropping in traditional organic agriculture.
Currently, there’s a big conversation going on about how to define regenerative and whether or not to require being certified organic as the first step (or at all). At Groundwork, we believe that you can’t be regenerative if you’re killing the microbes in the soil. As such, organic should be the baseline certification for certified regenerative.
2. How does Groundwork Coffee’s shift to include Regenerative Organic Agriculture Coffees reflect a commitment to sustainability?
Regenerative organic practices really fill the gaps that existed in traditional organic certifications Regenerative Organic Certification is even more closely aligned with our core values.
Regenerative agriculture is currently the most hopeful and impactful way to combat climate change. It’s also a meaningful way to improve the quality of our food system, creating healthier, more nutrient-dense food.
3. What are the key principles of Regenerative Organic Agriculture, and how do they benefit both the environment and coffee farmers?
The primary focus of Regenerative Organic practices is carbon sequestration: keeping carbon in the soil where it is necessary for soil and plant health. One of the largest sources of carbon released into the atmosphere comes from modern agricultural practices and depleted soil. Regenerative practices build soil health by helping to keep (and reintroduce) organic matter back into the soil and promoting crop health by adding biodiversity to fields, increasing resistance to disease and pests. While these practices benefit the entire world’s environment in that global warming directly results from our carbon emissions, the farmer benefits in several ways:
We saw firsthand in Nicaragua with our soil health project with our partner, coffee co-op PROCOCER, that replenishing the soil helps to keep the topsoil in place rather than being blown away when it is depleted. Over the course of five years working with PROCOCER, we saw the coffee scores increase by 4 points over the project’s life. Additionally, while regenerative farming might require investing in new equipment, it doesn’t require expensive agrochemicals. As a result, many regenerative organic farmers find they are making more profit than they were from conventional farming. Financial sustainability for the growers is a critical element that isn’t discussed enough.
4. How does the Regenerative Organic Certification contribute to consumer trust and transparency in the coffee industry?
Certification is transparency. I’ve spoken to many coffee growers who say they’re organic but not certified. Without third-party certification, people are free to use whatever definition of “organic,” “sustainable,” or “regenerative” they want. Certification assures consumers that a product conforms to a standard.
5. What specific practices does Groundwork Coffee implement as part of its Regenerative Organic Agriculture initiative?
Right now, we’re actively looking for Regenerative Organic Certified coffees and are discussing with some of our key growers about transitioning their farms to ROC. We’re also actively working to educate the public on what Regenerative Organic Certification means and why we feel they should support it.
6. How does Groundwork’s adoption of Regenerative Organic Agriculture align with broader trends in the specialty coffee market?
Specialty coffee is about elevating and celebrating coffee quality and coffee growers. At Groundwork, we continue to source coffee with quality as our guiding principle. We’re the pioneers in our field, leading the specialty coffee market into regenerative organic agriculture. When we were certified organic, we were one of the first coffee roasters to do so. We did it because we felt it was the right thing to do. It’s important to understand that being certified organic and now being the first Regenerative Organic Certified coffee roaster isn’t a marketing play for Groundwork. We do it because we have strongly held convictions. The market has caught up with us as far as organic certification, and the same will happen with ROC in time.
7. What challenges might coffee producers face when transitioning to Regenerative Organic Agriculture methods, and how can these be overcome?
The biggest challenges are what I call “certification fatigue,” the expense of yet another certification and annual audit, and educating local agronomists so they can teach and help growers. These hurdles can be overcome with the financial support of other players in the value chain who want to help make these practices widespread. Traditionally, the financial burden has fallen on the growers and the roasters. However, in this still challenging post-pandemic business environment, I feel that the financial burden should be spread across all parties in the coffee value chain, though it will be challenging.
8. What role do consumers play in driving demand for Regenerative Organic Agriculture Coffees, and how can they support this movement?
Consumers “vote with their wallets,” and they need to ask the stores they buy from to stock ROC products. That’s the only way this movement’s going to work.
9. How does the pricing and market positioning of Regenerative Organic Agriculture Coffees compare to conventional and organic alternatives?
The market positioning of Regenerative Organic coffee is a work in progress, and educating consumers is a process, but we’ve found our customers and retail partners to be enthusiastic and invested.
As with adding any certification to a product, the growers and roasters will incur additional hard and soft costs. Regenerative Organic Certification requires a social equity mark (e.g., Fair Trade), and some co-ops are placing ROC premiums on top of the organic and Fair Trade premiums.
10. Can Regenerative Organic Agriculture practices be scaled up to meet the global demand for coffee sustainably? If so, what are the potential implications?
I believe that coffee growers have an easier time (compared to other farmers and ranchers) incorporating regenerative practices into farms. The question is: how do we build strong enough interest among growers that it overcomes the inertia of doing things the way they’ve always done them? I think it helps to point out the financial benefits. Looking at the soil replenishment project in Nicaragua that Groundwork funded, the quality and yield of the coffee trees increased as the health of the soil increased. Both outcomes can lead to more income for the grower, which is a strong incentive for change.
11. What partnerships or collaborations is Groundwork Coffee engaged in to further promote Regenerative Organic Agriculture practices within the coffee industry?
We’re speaking to some of our producers who we feel would benefit from and have an easier time adding the Regenerative Organic Certification to their farms. At home, we’re actively partnering with other ROC brands and B Corps, including Davines and Alec’s Ice Cream. We are doing this via partnerships with some of our customers like Whole Foods, Sprouts, New Seasons, and Tradecraft. The specialty coffee world is a small community. We feel that making a big splash in a small body of water will draw the attention of larger players in the market. We hope they notice what we’re doing and also begin to adopt and promote regenerative organics. We’re happy to blaze a trail, but we’re not looking to be the sole actor. We want all the boats to rise.
12. What opportunities exist for other coffee companies to follow Groundwork Coffee’s lead and embrace Regenerative Organic Agriculture?
The opportunity is there. They need to invest, do the work, and help us take regenerative agriculture mainstream.
13. What are some potential future developments or innovations within the realm of Regenerative Organic Agriculture that could further enhance sustainability in the coffee industry?
Time will tell! Research and development is ongoing..
14. As we wrap up, what else didn’t we cover, that you would like to highlight or emphasize in summary?
Groundwork was the first to bring ROC coffee to market in 2022. We now have 2 single-origin ROC coffees, 2 blends, and ROC cold brew (bottled), all available nationwide in over 2 dozen grocers and directly on our website – www.groundworkcoffee.com
Interested in learning more about how Tradecraft can support your business with brands like Groundwork, let’s chat!
