The shift toward regenerative farming has gained momentum in recent years, promising better soil health, biodiversity, and a more resilient food system. But while regenerative practices hold great promise, their real-world adoption has faced a critical challenge – cost.
Sustainability often carries a premium due to higher production costs, smaller economies of scale, and the true cost of ethical farming practices. Many consumers perceive regenerative products as niche and expensive, limiting widespread adoption.
And unlike conventional agriculture, which relies on cost-cutting methods like synthetic fertilizers, monocropping, and mass production, regenerative and sustainable farming require more labour-intensive techniques, rotational cropping, and often yield lower short-term outputs.
Certifications, fair wages, and environmentally friendly inputs also add to expenses, making sustainable products pricier. Many big food companies position sustainability as a luxury, targeting premium markets instead of scaling for affordability.
But the equation can change. As demand grows and more farmers adopt regenerative methods, costs can decrease – if businesses like Matthews Cotswold Flour push to make sustainability mainstream.
One of the UK’s oldest family-run flour mills – in operation in Shipton-under-Wychwood since 1912 – it’s working to break the cycle of sustainability being a privilege rather than the norm. Under the leadership of Bertie Matthews, the eighth-generation owner, the company is on a mission to make regeneratively farmed flour both accessible and affordable – ensuring sustainability isn’t just an ideal but an everyday reality.
From tradition to trendsetter
Regenerative agriculture has been practiced in various forms for centuries, often rooted in Indigenous and traditional farming methods that prioritise soil health and biodiversity. However, its rise as a ‘buzzy’ mainstream concept really took off in the mid-to-late 2010s.
2017-2018: Regenerative farming started gaining traction in food and agriculture circles, thanks to increasing concerns over soil degradation, climate change, and biodiversity loss. Brands like General Mills and Danone began exploring regenerative practices.
2019: The release of films like Kiss the Ground (Netflix, 2020) and Growing a Revolution (David Montgomery, 2017) helped popularise the concept to a broader audience.
2020-2022: Large corporations, including Nestlé, PepsiCo, and Unilever, started making public commitments to regenerative agriculture. At the same time, the term became a marketing buzzword in food, fashion, and even finance.
2023-present: Consumer awareness continues to grow, with major retailers like Whole Foods Market now requiring third-party certifications for regenerative claims.
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A family legacy that’s evolved with the times
For nearly 200 years, Matthews Cotswold Flour has been a trusted name in flour milling. Bertie’s father, Paul Matthews, pioneered organic flour production long before sustainability became a buzzword. But when Bertie took over, he saw an opportunity to take their commitment to farming a step further.
“When I took over from my father at 28, I knew I could be doing this for at least 40 years, so it made sense to think long term,” Matthews explains.
While organic farming focuses on what you don’t use – such as synthetic chemicals – regenerative farming is about what you put back into the land to improve its health year after year. This realisation – influenced by local farming expert Ian Wilkinson, founder of FarmEd – became the foundation of Matthews’ transition into regenerative agriculture.
“Ian really opened my eyes to the importance of soil health and how regenerating our soils can create a more resilient food system,” he notes. “That idea became the foundation of our long-term strategy—building a future where farming works in harmony with nature, rather than just sustaining it.”
One of the biggest obstacles to scaling regenerative agriculture is cost – both for farmers transitioning to regenerative practices and for consumers purchasing the final product. Matthews Cotswold Flour has developed a transparent pricing model to address this challenge.
“For regenerative farming to scale and have the biggest impact, we need to strike a balance between sustainability, quality, and price,” says Matthews. “Whether we like it or not, price is one of the biggest factors in a consumer’s decision. If we want more people to choose regeneratively farmed flour, it has to be accessible – not just a niche product. It’s about making regenerative the easy choice, not the expensive one.”
By working directly with farmers, the miller ensures they receive fair compensation while keeping costs competitive with conventionally farmed flour.
“We work directly with independent and family-run farms, focusing on partnership rather than prescription. Our goal isn’t to dictate how they farm but to support them in achieving healthier soils, reducing inputs, and ensuring long-term financial stability.”
He adds, “To make the transition viable, we offer a regen premium for farms that have reached the five-year mark and a scalable premium for those on the journey. This way, farmers see real benefits along the way – not just at the finish line.”
Measurable benefits, not just buzzwords
Regenerative farming is often talked about in idealistic terms, but Matthews is committed to measuring tangible improvements over a minimum five-year period. The results so far have been clear.
“Soil organic matter levels are increasing, leading to better nutrient availability, greater water retention, and higher carbon sequestration. At the same time, we’re observing a rise in soil microbial activity, more pollinators in our fields, and a greater diversity of plant species. These benefits all work together, creating a more resilient and self-sustaining farming system.”
Since introducing regeneratively farmed flour, consumer response, too, has been overwhelmingly positive – and not just because of its environmental impact but also for its quality and taste. Matthews has made education a key part of its strategy, using multiple channels to engage consumers.
“Beyond selling flour, we want to help people understand why regenerative farming matters,” he says. “Over the past four years, we’ve hosted events on farms and at FarmEd – like the Soil, Stone & Sourdough business day to tell the story of our full food system and promote regenerative farming methods through our Cotswold Grain Partnership. We also provide educational resources through our Regen Info page, QR codes on our packaging, engaging videos, and social media content for our 40,000 followers.
“And, of course, this article is another great way to spread the word.”
Despite its success, the transition to regenerative farming hasn’t been without challenges. One of the biggest hurdles is the lack of a universally accepted definition for regenerative agriculture.
“Right now, ‘regenerative’ is still loosely defined,” says Matthews. “Farmers need practical, profitable steps to transition, and consumers need trust in the benefits. One of the key challenges is ensuring that regenerative practices don’t compromise yield or quality while delivering measurable environmental benefits.”
To address this, the Oxfordshire-based business ensures its farming partners follow clear benchmarks for regenerative progress and receive agronomic and financial support along the way.
Lessons from a food entrepreneur
Running a company that blends tradition with innovation has taught Matthews some valuable lessons. When asked about his biggest mistakes, he warns against over-relying on external consultants.
“Beware of those consultants promising ‘life-changing results.’ The only thing that changes is the bank balance.”
His best advice for aspiring entrepreneurs? “Have a clear purpose, a strong mindset, and focus on process – not outcome. Take the good with the bad.”
And what frustrates him the most? “Talk and no action.”
Whole Foods validates regenerative claims
As regenerative agriculture gains momentum, consumers are increasingly interested in how their food is grown. A recent Purdue University study found that 57% of consumers are at least somewhat familiar with regenerative agriculture, 72% support its adoption, and nearly half are willing to pay a premium for regeneratively farmed food.
However, trust remains a key issue. With growing demand comes the risk of greenwashing, where companies use vague sustainability claims without third-party verification. Without standardised certification, many ‘regenerative’ labels lack accountability, making it difficult for consumers to distinguish genuine environmental impact from marketing spin.
To address this, Whole Foods Market has approved Certified Regenerative by A Greener World (AGW) as an official third-party certification for suppliers. The certification joins Regenerative Organic Certified, Regenified, and Ecological Outcome Verified as part of Whole Foods Market’s standards for ensuring regenerative agriculture claims meet rigorous environmental and ethical benchmarks.
Developed over five years – including a two-year international pilot with 50 farms – Certified Regenerative by AGW takes a plan-based approach, helping farmers improve soil health, restore biodiversity, promote animal welfare, reduce synthetic inputs, and prohibit GMOs. Unlike many regenerative claims, which lack independent verification, AGW’s certification requires on-farm audits by trained professionals to ensure real, measurable improvements.
“We understand the importance of third-party certifications for quickly communicating to shoppers that our products meet strict criteria for sourcing,” said Ann Marie Hourigan, executive leader, Whole Foods Market Quality Standards.
“Requiring third-party certification for front-panel regenerative claims ensures the products we sell actually support regenerative agriculture in their practices.”
Added AGW executive director, “We are excited about the opportunities for more farmers and brands to deliver positive outcomes through regenerative agriculture, encouraged by demand from people who want to know their food choices are making the world better.”
While Matthews Cotswold Flour follows its own independent model for supporting regenerative farming, AGW certification represents a crucial step toward industry-wide credibility and transparency. As regenerative agriculture grows in popularity, clear certification standards will help build consumer trust and ensure that regenerative claims reflect real environmental impact, not just marketing hype.
Change isn’t about grand statements – it’s about real action. For Matthews, that action starts where it always has: in the fields, with the farmers, and with a product that everyone can afford to put on their table.
