Kiss the Ground Research
U.S. Understanding of Regenerative Agriculture Jumps, Moving from 7% to 13% in One Year
New data from Kiss the Ground reveals a rapid consumer shift as personal health and its connection to healthy soil gain market momentum.
3X growth in understanding since 2023
Our third consecutive quantitative study of more than 2,000 U.S. adults reveals consumer working understanding of regenerative agriculture—holistic farming practices that aim to restore soil health, enhance biodiversity, with benefits for climate and wellness—is heading towards the 'Tipping Point.'
1 in 4
people have now heard the term “Regenerative Farming.”
37%
of those who know the term now self-identify as “Very” or “Extremely” familiar with it.
Kiss the Ground's Impact is Growing
Kiss the Ground is a nonprofit promoting Regeneration and healthy soil as a solution for human and planetary health. We’ve expanded our Storytelling publishing to daily, and now reach 20 million people. Today we are focused on driving consumer demand to support Regenerative Farms and Products—bringing the Movement closer to the Tipping Point.
20M
people reached
5M
people engaged
Kiss the Ground’s brand awareness is growing—increasing from 8% to 13% in one year.
Human Health is the Primary Driver
When shopping, consumers prioritize "me" before "planet." They look for health benefits (72%) and food freshness (76%) as top priorities, significantly outranking broader environmental concerns (32%).
The "Label Trap"
While 60% of consumers say they read food labels, 66% report confusion. Ambiguous terms like “fresh” and “natural” continue to outperform more regulated labels.
The Knowledge Gap
The real barrier is now clear: 45% of people don't choose regenerative products more often because they "don’t know enough yet." Only 12% cite price as the issue. The need—deepening knowledge.
A Healthy Me
Nutrition is the entry point. When choosing healthy food, 30% of Americans say their top priority is getting more nutrients. This focus on human health is the strongest bridge to regenerative adoption.
People Want to Know Their Food
The New Transparency Standard
Knowing the food source isn't for "foodies" anymore; it's the new baseline. 52% of U.S. adults say it is "Very" or "Extremely" important to know where their food comes from.
The Farmers Market Habit
45% of U.S. adults have visited a farmers market.
The Takeaway
The findings of our third annual study are incredibly hopeful.
The disconnect between soil health and human health is closing.
View the Full Report
To compare the results, you can view 2023 and 2025 results below.