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min

Published January 2026

In regenerative agriculture, context is everything

A conversation with Juliana Jaramillo of the Rainforest Alliance

Juliana leads the Rainforest Alliance’s regenerative agriculture initiative. Some of you may be familiar with their “green frog” certification. We talked to her about the Rainforest Alliance’s mission and her views on regenerative agriculture. 

What is the Rainforest Alliance?

The Rainforest Alliance’s mission, Juliana tells us, goes beyond certification. This non-profit organisation focuses on building alliances, as its name suggests, “to protect forests and biodiversity, take action on climate, promote the rights and improve the livelihoods of rural people, with the goal of creating a world where people and nature thrive together”.

Is a certification that doesn’t require fair prices useful?

As Juliana clarified, the Rainforest Alliance’s approach is about empowering farmers in a holistic way, focusing not only on market prices but also on quality, resilience and business growth. It is a long-term perspective that goes beyond immediate gains.

How does the Rainforest Alliance define regenerative agriculture?

Juliana emphasised that regenerative agriculture is not a one-size-fits-all solution, context is everything. Strategies need to be adapted according to local realities and farming systems. 

Does regenerative agriculture contribute to the elimination or reduction of the use of synthetic agrochemicals?

The Rainforest Alliance sees the transition to regenerative agriculture as a journey, the starting point of which is conventional agriculture. The stages of this journey are divided into efficiency, substitution and redesign. That is, first reducing the use of inputs, then substituting them with less harmful and organic inputs, and finally the total system redesign in which there is no reliance on inputs.  

Whose responsibility is it to achieve the transition to regenerative agriculture?

In conclusion, Juliana highlighted the need for a collective effort by consumers, producers, businesses and governments to drive the transition to regenerative agriculture, aligning economic incentives with knowledge and support.


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Written by Cristina Domecq

Cristina Domecq

Cristina Domecq is the Head of Impact at CrowdFarming. She operates where the boardroom, the field, and social conversations converge, convinced that the clues to fixing the food system are revealed in that intersection. Her goal is to achieve a behaviour change that sticks—a mission that only works if both farmers and consumers are truly on board.

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48 min

Why Regenerative Agriculture makes business sense

#308 | December 2025

What if the future of farming was not only better for biodiversity and soil health, but also a smarter long-term investment? In this episode of What The Field?!, we sit down with Alessia Lenders, Head of Impact at SLM Partners, a pioneering investment firm proving that ecological farming and solid financial performance can go hand in hand. Alessia’s journey into regenerative agriculture did not begin in the fields but in the world of traditional finance. Searching for investment solutions that could genuinely improve biodiversity, she found herself returning again and again to agriculture: one of the biggest drivers of environmental degradation, but also one of the greatest opportunities for change. Today, SLM Partners manages more than 760 million dollars in farmland and forestland across the United States, Australia and Europe. Their approach is simple yet radical: invest in land, partner with skilled farmers, and scale regenerative systems that rebuild soil, protect water and secure long-term productivity. What you will discover in this episode 1. The economic logic behind regenerative agriculture Alessia explains why long-term, patient capital fits naturally with regenerative transitions: healthier soils, more diverse revenue streams (including carbon projects in Australia) and more climate-resilient farms. Far from being a financial compromise, regenerative systems can improve profitability by reducing input costs, stabilising yields and tapping into premium and organic markets. 2. Why investors are turning to farmland Farmland behaves differently from stocks and bonds, which makes it an attractive diversifier for institutional investors. SLM adds another layer: regenerative farms that can outperform conventional systems over the long term while delivering measurable environmental impact. 3. The crucial role of the farmer SLM’s model is farmer first. They partner with experienced growers who want to expand but lack the capital to acquire land. SLM buys the land, the farmer manages it and both commit to a regenerative transition adapted to local realities. The result is a partnership that supports young farmers, protects landscapes and proves that ecological agriculture can scale. 4. A clearer picture through data From soil microbiology to water modelling, biodiversity indicators and carbon estimates, SLM collects an extraordinary amount of data to understand and communicate how landscapes change over time. This allows them to build business models that anticipate droughts, evaluate water security and verify real ecological outcomes. 5. Regenerative agriculture is not one size fits all Whether transitioning almond orchards in Spain, grasslands in Australia or mixed farms in the United States, SLM adapts regenerative principles to each context. For some farms, the target is organic certification. For others, it is a regenerative outcome-based approach focused on soil health, biodiversity and long-term resilience. This episode goes deeper than we ever have into the financial mechanics behind regenerative agriculture. It is a rare look at how capital, ecology and farming come together to build food systems that work for both people and the planet. If you have ever wondered whether regenerative agriculture really adds up financially, ecologically or both, this is the conversation you will not want to miss.  

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