The US-based Regenerative Organic Certified (ROC) label is launching its first national consumer awareness campaign.

Regenerative Organics Alliance (ROA), the group behind the Regenerative Organic Certified (ROC) label, says that by putting ROC licensed brands “in front of millions of people” it is taking a significant step forward towards meeting a key objective to make healthy food, personal care products, and fibres as widely accessible to consumers as possible.

ROA’s pioneering standard was launched in 2017 and there are now 18 million ROC certified acres, following accelerated onboarding of farmers and ranchers. Now, the group says, “it is time too spread the good word”.

ROA says its focus in 2025 is to educate retailers, consumers, brands and producers on the “healing power of regenerative organic agriculture”. The organization will be employing multiple strategies for this with a new paid consumer marketing campaign, Heal the Earth, Nourish your Life’.  The campaign will include paid social, digital banner ads, and thought leadership articles highlighting farmers and producers who are committed to restoring soil health, protecting animal welfare, and promoting social fairness, from food to fashion. 

“Those of us involved in this movement know that we have no choice but to get big quickly and reach as many people as possible, from the farmer to the consumer”

“Those of us involved in this movement know that we have no choice but to get big quickly and reach as many people as possible, from the farmer to the consumer. We are very grateful for all ROC brands and allies who have supported us in developing a campaign that will truly change the way consumers think about what it means, in their own words, to support regenerative organic products,” said Elizabeth Whitlow, ROA’s founding Executive Director