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Of all the ecological cycles on our planet, our stewardship impacts the small water cycle more than perhaps any other—for good or for ill. It is critically important to understand how the small water cycle works, why it matters, and how regenerative agriculture practices help it function. The first thing to understand is that there are two primary water cycles on Earth, the large one and the small one. The large water cycle is the movement of water from the oceans to the land and back to the oceans. The small water cycle is the movement of water that originates on land and moves over land. But you might be surprised to learn that it’s the small water cycle that’s responsible for the majority of the precipitation we can use—up to two-thirds of local rainfall. That means all living things on land depend on the function of the small water cycle for drinking water, for habitat, for crops, for ecosystem health—water is life. And it’s fair to say that the small water cycle is life, too. The Connection Between Plants, Transpiration, and Rain For a well-functioning small water cycle, the more plants that cover the landscape, the better. That’s because wherever there are plants to transpire water, the more water vapor is present in the air directly above them to form clouds. How the Small Water Cycle Breaks Down Conversely, the fewer the plants covering the soil surface, the less water vapor that is generated. Although land with few to no plants can create water vapor through evaporation of water pooled on the soil surface, more of the Sun’s energy is reflected as heat back into the atmosphere. Excess heat drives away clouds. Keeping living roots in the soil, armor on the ground, increasing biodiversity, integrating livestock, understanding your context, minimizing disturbance—it’s all of the soil health principles working together that impact the small water cycle. Of course, minimizing mechanical or chemical disturbance is foundational: when the soil surface is exposed and/or compacted through frequent tillage, synthetic input usage, fallowing, or overgrazing, rainfall doesn’t infiltrate deeply enough. Therefore there’s less soil moisture for remaining plants to take up through their roots, less transpiration, less vapor, less rain, the aquifer doesn't recharge, and the cycle breaks down. How Regenerative Agriculture Facilitates the Small Water Cycle To facilitate the small water cycle, the ground needs to be covered with a diverse mix of living plants and plant residue with active soil biology and appropriate animal impact to make the best use of every drop of rain it gets. Depending on context, practices that benefit water cycle outcomes include: Reducing and/or eliminating tillage and synthetic inputs wherever possible Growing a cover crop or cash crop Planting a cover crop immediately following grain harvest Planting higher-residue crops and leaving residues in the field after harvest Delaying termination of cover crops so they become more mature to provide longer-lasting cover on the field before the next crop is planted Harvesting more than one cash crop per year, if the growing season allows Converting annual cropland to perennial pasture or including a short-term perennial pasture sequence into an annual cropping system Grazing plants at a later stage of maturity and at high stock densities to provide more mulch that will last longer We must all realize the degree to which droughts and floods are often the consequences of improper land management practices that impede the small water cycle. And we must change this dynamic. Water scarcity and water rights issues are extremely relevant today and will only grow more urgent, unless we start solving for protecting and restoring the small water cycle. While energy resources like oil can potentially be replaced by other things, there is no substitute for water. The Earth provides it through the small water cycle. Or it doesn't, if we do things to break the small water cycle. The good news is that appropriate and continuous application of soil health principles can help regenerate the small water cycle. In this way, regenerative agriculture doesn't just benefit fields, crops, and farmers, but all living things in the greater ecosystems they belong to.

Regenerative agriculture is “farming and ranching in synchrony with nature to repair, rebuild, revitalize, and restore ecosystem function starting with all life in the soil and moving to all life above the soil”. The last part—concerning ”all life above the soil”—is of particular importance to brands and retailers. The regenerative movement is accelerating quickly, and with that comes a shift in how consumers think about food, farming, and the impact of their choices. Overwhelming evidence that better nutrition is the master key to better health outcomes is driving heightened awareness in how food and environmental issues intersect, and which brands, retailers, and farmers are participating in a more ethical supply chain that supports food as medicine and a healthier planet. Many are watching, hoping, and expecting to see certified regenerative products break through in a big way with mainstream consumers, similar to the way organic grew up exponentially about twenty years ago. If you’re a brand or retailer looking to understand how regenerative certification fits into your business and how you can position yourself at the front of the coming wave, you’re in the right place. What does Regenified do? Regenified is a regenerative certification company founded by highly-respected scientists, researchers, and farmers who have been instrumental in the soil health movement for decades. We provide practice and outcome based land verification and product certification to support the growth of regenerative agriculture and the adoption of certified products. We help farmers and ranchers get recognized for their practices and the positive impact they make on our planet. We certify products validating the supply chain and bringing transparency to our food system. We help brands connect with regenerative farmers and find shelf space in retailers for Certified Regenified™ products. We create trust. A product that bears the Regenified Mark was grown using regenerative practices to create positive ecological outcomes. Whether you’re exploring how to source certified regenerative ingredients, looking for ways to educate your customers, or seeking a meaningful way to align with this growing market, the first thing you should do is sign up for our newsletter to stay current on this rapidly growing movement. Read on to learn more ways brands, retailers, and supply chain partners can be a part of this change. For Retailers: Expand Access & Meet Consumer Demand Consumers are actively seeking regenerative products, but availability remains a key barrier—according to our latest research(1), 44% of Emerging Regenerative Market shoppers report difficulty finding them. Retailers have an opportunity to lead by expanding shelf space, featuring certified regenerative products in key categories (produce, dairy, grains, etc.), and integrating clear certification signage for shopper education. Why it matters: Stocking certified regenerative products means offering consumers choices they can trust—products backed by measurable improvements in soil health, biodiversity, and ecosystem function. Learn more about Certified Regenified products here. Next Step: Connect with Regenified to identify and source certified regenerative brands that align with your retail strategy. You can find a full and current listing of Find Regenified Farms, Ranches, and Products on the home page at www.regenified.com. For Brands: Differentiate & Lead in the Market Regenified’s 2024 Consumer Trends Report shows that 92% of the Emerging Regenerative Market value certification—giving brands a critical opportunity to build trust and transparency, and lead in the marketplace. Consumers are also willing to pay a premium for regenerative products (89% of the Emerging Regenerative Market). Now is the time to align with this shift in purchasing behavior. Why it matters: The Regenified™ seal signals to consumers that the product they are experiencing comes from a farm that is putting regenerative practices and principles into action. This means consumers, brands, and retailers can trust that certified regenerative products are actively improving soil health, biodiversity, and the entire ecosystem. Next Step: Talk with Regenified to learn how to begin your journey towards a regenerative supply chain with products made from Certified Regenified ingredients. Let the seal signal your commitment to regenerative practices, and help you stand out in a crowded marketplace. For Education: Gain Access to the 2024 Consumer Trends Report The data is clear: regenerative agriculture is a major opportunity for both brands and retailers, but consumer education is key. Many shoppers are interested in regenerative products but lack a deep understanding: before education, only 37% of Values Based Shoppers felt confident in their knowledge, but after learning more, 65% were extremely interested. Why it matters: Brands and retailers play a critical role in helping consumers understand why regenerative matters. Clear labeling, in-store education, and digital storytelling can bridge the knowledge gap and drive meaningful purchasing behavior. Why consumers can trust Regenified: Regenified™ certified products are verified through rigorous, science-backed standards that track real progress over time. This means that every certified product supports measurable improvements in soil health, water quality, biodiversity, carbon sequestration and many other key benchmarks. Next Step: Download Exploring Consumer Appetite for Regenerative Agriculture: A 2024 Consumer Trends Report. Contact Kristine Root at kroot@regenified.com to access additional insights, data, and strategies for reaching this high-growth audience. For Support for Transitioning Supply Chains: Contact Regenified Farmers can’t meet this demand alone—brands and retailers play a vital role in scaling regenerative supply chains. Transitioning to regenerative sourcing can seem complex, but Regenified provides clear guidance and support to help brands and retailers integrate certified regenerative products into their supply chains. Why it matters: Choosing to source and stock certified regenerative products speaks volumes about your commitment to changing the food system for the better. Every product that carries the Regenified™ seal represents real, measurable improvements in soil and ecosystem health, ensuring that regenerative agriculture is grounded in trust and transparency: a powerful engine for change. Next Step: Contact https://regenified.com/contact-us/ to connect with suppliers and producers offering Certified Regenified products. Let us help you with supply chain transition strategies and partnerships. For Media: To Request an Interview Download Regenified’s media kit Contact Sarah Eykyn at sarah@freshideasgroup.com ### (1) https://regenified.com/wp-content/uploads/2025/03/Regenified-2024-Consumer-Report.pdf