Supermarket Perimeter - November 2022 - 19

If consumers can see that a food company is transparent about
its practices, they will be more likely to buy that company's product,
she said.
Consumers are teaching their children to make choices for
sustainability, White said.
" The youngest generation is being raised with a new mindset, "
she said.
According to Ardent's research, 4 in 10 consumers believe their own
choices about food and beverage purchases can have an impact on the
environment and 74% of consumers have a positive perception of food
companies/brands that participate in regenerative ag.
In the absence of regulations or industry-wide standards for
regenerative ag, Ardent's program aims to simplify the endeavor for
farmers.
" It's a partnership all the way through the supply chain, " White said.
The regenerative ag program focuses on farming that increases
organic matter content, nutrient density and water infiltration. Practices
that support these outcomes may include cover crops, increased crop
rotations, reducing tillage, rotational grazing and companion cropping.
According to Ardent, the program begins with enrollment. The
company offers per-acre incentives to growers who choose to
participate. The next step involves measurement and input of data
for the crop season to understand sustainability on the farm. Once a
baseline is established for a farm, the partnership can move into the
phase of making improvement actions, White said.
The lack of clarity around the concept of regenerative ag is driving
Ardent's focus on collecting data.
" All we have now are practices that we recommend, " White said. " The
practices differ varying by crop. The next step is emissions. "
Key metrics of the program include land resource efficiency, energy
efficiency, climate/greenhouse gas efficiency, water quality index, soil
erosion efficiency, soil conditioning index, irrigation use water efficiency
and nitrogen use efficiency.
While Ardent pays growers to participate in the regen ag program,
there is no quid pro quo, White said. When program members bring
their wheat to market, there is no requirement to sell to Ardent.
" We can't be just transactional, " she said.
Through the regenerative ag program, White said she has been
working with many multigenerational farmers.
" They are stewards of the land, " she said. " They work really hard. They
want to be able to provide for their families. "
She said Ardent's program helps growers build diversity on their
farms by supporting them through the process of planting a new crop.
The Denver-based company is taking steps to protect the water in the
Rio Grande aquafer, she added.
" We are coming together as an industry to help growers protect the
land through water savings and crop rotations, " White said.
Looking ahead, consumers likely will become more educated
and want to know more about what is happening in the food chain,
she said.
" It's coming, " White said about consumer demand for sustainably
sourced food. " Are we ready through the supply chain? "
In the short term, participating in the program may be enough, White
concluded.
supermarketperimeter.com
NOVEMBER 2022 - 19
The value of storytelling:
lessons for ISB from
Dave's Killer Bread
By Michelle Smith
Making a great bread is key to driving sales, but
having a killer story helps, too. One example
of that is Dave's Killer Bread, the No. 1 organic
brand in the United States with annual sales
across all retail channels of $875 million at the
end of 2021, according to Flowers Foods.
" I can't tell you how many people say to me that
it's the best bread they've ever tried and now it's
all they buy, " said A. Ryals McMullian, president
and chief executive officer of Flowers. " The
second is the unique brand story, which I think
really resonates with consumers. Dave's is fun,
slightly edgy but also really stands for something.
While it also has the halo of non-GMO and
organic, which are definitely trends in the
industry, I don't think that's a primary driver. It's
the quality and the brand story that really make it
stand out. "
The bread was started by Dave Dahl who, after
spending time in prison, was determined to turn
his life around. He did and he crafted a bread that
people across the country are now snapping up.
The company is a Second Chance Employer, hiring
the best people for positions regardless of criminal
history, according to the company website.
http://www.supermarketperimeter.com

Supermarket Perimeter - November 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - November 2022

Supermarket Perimeter - November 2022 - Intro
Supermarket Perimeter - November 2022 - 1
Supermarket Perimeter - November 2022 - 2
Supermarket Perimeter - November 2022 - 3
Supermarket Perimeter - November 2022 - 4
Supermarket Perimeter - November 2022 - 5
Supermarket Perimeter - November 2022 - 6
Supermarket Perimeter - November 2022 - 7
Supermarket Perimeter - November 2022 - 8
Supermarket Perimeter - November 2022 - 9
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Supermarket Perimeter - November 2022 - 12
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Supermarket Perimeter - November 2022 - 60
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-august-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
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