Key Takeaways
- Kiss the Ground, a nonprofit promoting regeneration and healthy soil, has published its 2025 Research Study highlighting growth in awareness of regenerative agriculture and gaps in the food system.
- Awareness of regenerative agriculture as a solution to the wellness, water, and climate crisis has increased to 6.8% of U.S. adults, up from 4% in 2023.
- 74.16% of consumers prioritize health benefits in food choices, yet 58% do not read food labels, and more than 50% of those who do leave confused.
- Only 1 in 3 adults visited a farm or farmers market in the past year, and just 8% spoke to a farmer about food production.
- Kiss the Ground’s brand awareness has grown, reaching 15% among those familiar with regenerative agriculture.
Kiss the Ground Study Highlights Growth and Disconnect in Food System
Kiss the Ground, a nonprofit focused on healthy soil and regenerative agriculture, has released its 2025 Research Study, revealing both progress and challenges in the movement to transform food systems.
The study, conducted in partnership with a third-party research firm, surveyed 2,101 U.S. adults and found that awareness of regenerative agriculture is steadily increasing.
Evan Harrison, CEO of Kiss the Ground, emphasized the importance of these findings: “Our latest research validates that the Regenerative Movement is growing—and quickly—while at the same time, we have work ahead to cut through the noise in our food system. The persistent disconnect in our food system demands attention. We’re at a critical juncture where education and inspiration can catalyze a transformation in how we produce, consume, and think about food.”
Regenerative Agriculture Awareness Gains Momentum According To Kiss The Ground’s Study
The study found that 6.8% of U.S. adults now recognize regenerative agriculture as a solution to environmental and health challenges, compared to 4% in 2023.
Experts define a Tipping Point for widespread adoption as 15-25% awareness—a threshold that, once crossed, can lead to rapid expansion of an idea or movement.
While public awareness is increasing, consumer engagement with food production remains low:
- Only 1 in 3 adults visited a farm or farmers market in the last year.
- Just 8% of consumers researched or spoke to a farmer about food production.
- 58% of shoppers do not read food labels, and more than half of those who do struggle to understand them.
Consumer Priorities and Food System Challenges
The study highlights a disconnect between consumer priorities and their engagement with food sources:
- 74.16% of shoppers rank health benefits as a top priority when purchasing food.
- Despite this, limited interaction with food producers and confusion over food labels suggest gaps in education and transparency.
To address this, Kiss the Ground continues to expand its education and outreach efforts to bridge the gap between consumers and regenerative agriculture.
Kiss the Ground’s Programs Supporting the Regenerative Movement
Kiss the Ground is working to increase consumer awareness and farmer engagement through:
- Storytelling & Education: Engaging over 1 million people monthly with educational content.
- 5 With a Farmer: A short video series (90-second clips) connecting consumers with regenerative farmers.
- Farmer Map: An interactive tool to locate regenerative farms, promoting local and sustainable food choices.
- Stories of Regeneration: A mini-documentary series featuring farmers implementing regenerative practices.
- Regenerative Purchasing Guides: Resources to help consumers understand food labels and make informed choices.
Kiss the Ground’s Commitment to Regenerative Agriculture
As awareness of regenerative agriculture continues to grow, Kiss the Ground remains focused on education, advocacy, and community engagement.
The organization, founded in 2013, has reached millions of people through its storytelling, educational initiatives, and strategic partnerships.
With 15% of those aware of regenerative agriculture now recognizing Kiss the Ground, the nonprofit is playing a key role in driving awareness and action toward a more sustainable food system.
For more information and to join the movement, visit kisstheground.com.
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