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September 12, 2025.3 minutes
Regenerative Agriculture Summit: Scaling the conversation
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Returning from the Regenerative Agriculture Summit in Amsterdam, I was struck by how much the conversation has moved on since I first began attending these gatherings.
The tone felt different. Where earlier events were often about understanding concepts and testing ideas, this time the focus was firmly on the realities of scaling regenerative agriculture. There was a clear sense that pilots can no longer make the headlines. There are now frameworks, methodologies, and partnerships emerging that make it possible to think seriously about impact at scale.
Evidence, trust, and the role of farmers
One theme I heard repeatedly was trust. Without data you can trust, how can you develop projects at scale? And how do we make sure that farmers stay at the centre of these conversations? Farmers still carry a natural scepticism toward actors further up the supply chain; for transitions to succeed, farmers need to see and measure the value being created, supported by robust data that flows across the entire value chain.
This was highlighted during Agreena’s workshop and panel discussion 'Regen ag meets ROI: Amplifying impact and business value at scale', where Marion Verles, CEO of SustainCERT, and Frederik Aagaard, Agreena Chief Commercial Officer, highlighted the hope for further flexibility in reporting, in order to make the requests put on farmers less cumbersome.
This verification and traceability remains essential in order to work at scale, but similarly it cannot become an added burden. Data should work for farmers as much as for corporates: helping them access finance, strengthen relationships, and demonstrate their impact. Trust depends on evidence, but that evidence has to be built in ways that keep farmers at the centre.
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Co-financing to move at scale
One of the highlights during the event was a panel with Mars, PepsiCo, and ADM, moderated by Biosphere, discussing their recent regenerative agriculture project in Poland.
The project demonstrated the clear potential of co-claiming. This is where multiple stakeholders share both the costs and the credit for verified regenerative outcomes. Instead of one company carrying the full burden, impact can be distributed across the value chain, maximising investment and ensuring farmers receive the support they need.
It was brilliant to see these projects being promoted more widely. Too often, regenerative agriculture has been reduced to isolated pilots: one farmer, one buyer, one claim. Co-claiming changes the equation, opening the door to shared responsibility, shared benefits, and truly scalable transition.
In the spirit of collaboration it was also fantastic to see so many customers, partners and other members join Agreena at our event drinks, co-hosted by SustainCERT & Agricarbon. It was fantastic to speak with individuals from different levels of the supply chain to discuss everyone's favourite topic… food!
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Final thoughts
On the journey home, I found myself doing what I often do after these events: reflecting on the solutions being presented today and the challenges that are only just beginning to emerge.
What I kept circling back to in Amsterdam was the need for balance. On one hand, the demand for credible, verified data is only increasing. On the other, farmers need the flexibility to adapt practices to their own realities. Finding a way to hold both truths, rigour and flexibility, feels like one of the most difficult but necessary tasks ahead.
The Summit left me with the sense that regenerative agriculture has moved beyond the stage of pilot initiatives. That chapter is over. The real challenge now is whether we have the collective commitment to scale it in ways that truly work for farmers, for businesses, and the ecosystems that sustain us all.
Charlie Webb is Senior Sales Manager at Agreena, driving revenue growth and market adoption of Scope 3 solutions across the complex agri-supply chain ecosystem, leveraging cutting edge MRV (measurement, reporting & verification) technology, AI, and machine learning to deliver credible, scalable sustainability outcomes.
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