In recent years, encouraging signs for the future of soil health have emerged, from increased adoption of regenerative practices to expanding market access for regenerative products to innovative collaborations across the supply chain. Yet a critical dependency for creating long-term ecological and economic impact deserves close inspection—consumer interest. What do we know about consumers’ understanding and motivations concerning regenerative agriculture today? To find out, Regenified commissioned an in-depth study to establish key benchmarks on current consumer awareness, interest, and purchase intent, surveying 850 U.S. consumers on questions related to their food shopping criteria and regenerative agriculture. This session will highlight learnings about the Values-Based Shoppers segment and examine what’s driving consumer choices, the behaviors influencing market trends, and the desire to purchase regenerative products.