In light of the recent launch of Patagonia Provisions, this case study focuses on Patagonia’s desire to accelerate regenerative agricultural practices for food.
More specifically, what can a company like Patagonia do to incentivize farmers to invest in regenerative and restorative organic agricultural practices in the face of many challenges involving many stakeholders? For example, it can take several years to fully transition farmland from conventional industrialized practices to regenerative practices. Sometimes this involves periods of lower yields that are difficult for farmers to weather.
The potential operational complexities, costs, and uncertainties are risks most farmers seek to avoid, especially if it means financial vulnerability. Additionally, communicating regenerative organic agricultural practices with consumers presents a further challenge and understanding where consumers may/may not be willing to pay a premium for goods produced with regenerative practices represents another open question. This case explores these questions to consider how Patagonia can best play a positive role to accelerate the adoption of regenerative agricultural practices for food.
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