Interesting that they've tiered third-party verifications vs. soil health assessments in the regenerative ingredient sourcing policy. It would be good to know if soil health-assessed ingredients command a premium, or if it's become the cost of accessing this retail channel. According to their May newsletter, Farmer Direct Organic in Saskatchewan is "actively seeking partnerships with farmers who are cultivating organic and ROC certified lentils. We have significant demand for ROC and organic lentils into retailer bulk bins, Farmer Direct Organic packaged products and retailer private labels." Their bid for certified organic French green lentils is currently $1.15/lb, picked up on farm (no trucking cost to the farmer) on net clean weight (no payment to the farmer for non-lentil dockage in the shipment). The premium for ROC-certified French green lentils is $.15/lb (all values in Canadian dollars). So from $1.30/lb to the farmer (+/- depending on dockage and location), in theory we could now expose the supply chain margins involved in trading into Whole Foods' retail channel. Historically this has been impossible - but the new money, new demand, new intermediaries, etc. that make up the regenerative movement are a lot more interested in transparency than commercial sensitivities in business.
Kudos to Whole Foods for promoting Regenerative Organic Alliance products within its own private label product line (including #quinoa) "Whole Foods to approve more than 70 certified regenerative products, and on-board another 200 that mention regenerative on the label." https://lnkd.in/g-ZjG5yb