Purely Elizabeth, the renowned maker of nutritious granola and breakfast foods, has announced a three-year pilot project with Mad Agriculture (Mad Ag), named the Regenerative Impact Program. Additionally, the company has set an ambitious goal to source one-third of its ingredient volume from regenerative agriculture practices by the close of 2026.
Since its launch, Purely Elizabeth has consistently demonstrated its commitment to promoting the healing power of food, recognizing a direct link between the health of our farms and the health of our food.
The newly announced Regenerative Impact Program, created in partnership with Mad Agriculture, will span the next three years. The program will focus on three main areas: converting farmland to regenerative practices, sourcing ingredients from regenerative agriculture, and advancing research and education.
A highlight of the initiative will be the introduction of Purely Elizabeth’s best-selling Original Ancient Grain Granola in an exclusive size. Made with Regenerative Organic Certified® coconut sugar and coconut oil, the product will be available at Whole Foods Market stores nationwide and via the company’s website, purelyelizabeth.com.
Elizabeth Stein, CEO and Founder of Purely Elizabeth expressed her enthusiasm for the project, stating, “The scale of food production is enormous, but I believe it also is our greatest opportunity to make a positive impact. We want to support the farmers taking on the challenging work of creating a more regenerative food system. Working with the visionary team at Mad Ag was instrumental in getting us started.”
Mad Agriculture works closely with farmers and food manufacturers, assisting them in achieving their regenerative sourcing and sustainability goals. The partnership with Purely Elizabeth will concentrate on several key projects over the next three years, including:
1. Farmland Conversion: Assisting partner farmers in implementing regenerative practices and conversion, beginning with 500 acres of farmland in 2023 with a scope for expansion.
2. Regenerative Ingredient Sourcing: Purchasing 100% of the regenerative oat crops grown by their partner farmers for incorporation into their supply chain.
3. Research and Education: Sponsoring scientific research and testing to gauge the impact of regenerative farming on soil health, water conservation, biodiversity, and nutrient density.
Elizabeth Candelario, Director of Strategic Partnerships at Mad Ag, spoke about the potential broader industry impact of the Regenerative Impact Program, stating that it will “provide a model to the food industry looking to source from a more regenerative supply chain.” She added that the partnership would reveal “what regeneration looks like on a farm. It is not just soil carbon. It is not just biodiversity. It is a full system approach that views the entire farm operation as an ecosystem.”
Purely Elizabeth’s Original Ancient Grain Granola, made with Regenerative Organic Certified® coconut sugar and coconut oil, will be available this month in an exclusive size at Whole Foods Market nationwide and on purelyelizabeth.com. The product is Certified USDA Organic, Gluten-Free, Vegan, and Non-GMO Project Verified, with a suggested retail price of $10.99 for an 18 oz. Bag.
Image provided by Purely Elizabeth