Regenerative Agriculture at a Crossroads: Consumer Perceptions & the Future of Food Labels
In this in-depth research presentation, Corinna Bellizzi explores the complex world of regenerative agriculture and third-party certifications like Regenerative Organic Certified (ROC), Non-GMO Project Verified, and USDA Organic. Through a mixed-methods qualitative inquiry—including semi-structured interviews and grounded theory analysis—Corinna reveals the communication gaps that exist between consumers, certifiers, farmers, and brands. Based on in-depth qualitative research, she uncovers how trust, clarity, and narrative resonance must evolve if regenerative labels are to drive meaningful behavior change.

🧭 Timestamps: Key Topics Covered
[00:00:00] Opening Vision: Regenerative Ag & Underground Ecosystems
[00:01:00] The Promise vs. Reality of Regenerative Going Mainstream
[00:02:00] Introduction to Regenerative Organic Certified (ROC)
[00:03:00] The Problem of “Over-badge-ification” & Label Saturation
[00:04:00] The Core Question: Do Consumers Understand “Regenerative”?
[00:05:00] Comparing Certifications: ROC vs. REGENIFIED
[00:06:00] Conflicting Definitions & Growing Consumer Confusion
[00:07:00] Research Question: Consumer Perceptions vs. Stakeholder Narratives
[00:08:00] Methodology: Constructivist Grounded Theory, Critical Realism
[00:09:00] Multi-Phase Mixed Methods Design (Qual → Quant → Integration)
[00:10:00] Interview Sample & Purposeful Participant Recruitment
[00:11:00] Data Collection: Semi-Structured Interview, Coding & Analysis
[00:12:00] Emergent Themes:
    • Embodied Pragmatism
    • Certification Fog
    • Ethical Echoes
[00:13:00] Supporting Literature: Johnston, Guthman, Vermeir & Verbeke
[00:14:00] Participant Quotes: Pragmatism, Fog, & Conditional Ethics
[00:15:00] Venn Diagram of Insight: Pragmatism, Aspiration, and Doubt
[00:16:00] Label Design Case Study: Kettle Corn Packaging Test (ROC vs. Non-ROC)
[00:17:00] Testing Package Design in Interviews, Focus Groups, & Surveys
[00:18:00] Interpreting Findings: Trust, Price, Identity & Practicality
[00:19:00] Implications for Stakeholders: Story, Trust, Clarity
[00:20:00] Label Design Strategy: Plain Language, Visual Clarity
[00:21:00] Policy Levers: SNAP & Local Market Access to Regenerative Foods
[00:22:00] Final Analysis: Meeting Consumers Where They Are
[00:23:00] Future Inquiry: Sampling Diversity, Label Testing, Heuristic Mapping
[00:24:00] Closing Thoughts: From Hope to Reality, Supporting the Movement

📚 Additional Resources & Citations
Johnston, J., Szabo, M., & Rodney, A. (2011). Journal of Consumer Culture, 11(3), 293–318. https://doi.org/10.1177/1469540511417996

Guthman, J. (2003). Social & Cultural Geography, 4(1), 45–58. https://doi.org/10.1080/1464936032000049305

Vermeir, I., & Verbeke, W. (2006). Journal of Agricultural and Environmental Ethics, 19(2), 169–194. https://doi.org/10.1007/s10806-005-5485-3

Block, D. R., Kouba, J., & Nyquist, L. (2011). Journal of Hunger & Environmental Nutrition, 6(1), 1–17. https://doi.org/10.1080/19320248.2011.549361

Hodges, A., & Stocking, M. (2017). Journal of Consumer Policy, 40(3), 419–438. https://doi.org/10.1007/s10603-017-9350-4

Bhaskar, R. (2013). A Realist Theory of Science. Routledge.

Geertz, C. (1973). The Interpretation of Cultures. Basic Books.

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