First FarmHub event in The Netherlands Farmers take the lead in conversations on regenerative agriculture
What would it take to make regenerative agriculture work in practice? What kind of support would help farmers make the transition? And how can stronger communities contribute to lasting change?
Different Perspectives, Shared Challenges
These questions shaped a recent Future Harvest Farm Hub gathering, where farmers, experts and industry partners came together to exchange ideas, share experiences and learn from one another.
The event took place on September 15th at Wageningen University and brought together farmers working across a variety of agricultural systems, from arable and mixed dairy-arable farms to community-supported vegetable production. Despite their different backgrounds, many shared similar concerns, ambitions and questions about the transition to regenerative agriculture.
The day combined expert contributions with practical examples and open discussion. Professor Ron Methorst (from Aeres University of Applied Sciences) discussed place-based farming, inviting farmers to think about how local conditions, individual circumstances and the realities of each farm influence what regeneration can look like. The session highlighted one key point: there is no single pathway that will work for everyone.
As part of the session, representatives from the PepsiCo Foundation shared how PepsiCo approaches regenerative agriculture across its supply chains, including examples from potato production. Farmers were keen to understand how these practices work in reality, asking detailed questions about implementation, commercial value and long-term results. The conversation also provided a clearer picture of PepsiCo Foundation’s role in supporting the Future Harvest initiative.
What Farmers Said They Need
In the afternoon, the farmers took centre stage. During an interactive workshop, they shared their own visions for regenerative agriculture, discussed the challenges they face and identified the support they would like to receive from the Future Harvest Farm Hub in the years ahead.
Several clear priorities emerged from the discussions.
- Turning Ideas into Action
One clear takeaway was that farmers do not simply need more information; they need trusted guidance that helps them make decisions with confidence. Practical examples, proven tools and concrete lessons from farmers with first-hand experience were seen as essential to help them understand what regenerative agriculture could mean for their own farm, where to begin and how to assess whether changes are working.
Transparent discussions about investment, available funding, potential returns and viable business models were also considered critical. Farmers stressed that the transition must make economic sense, delivering tangible benefits in the short term while strengthening the long-term resilience of their businesses. Together with opportunities to learn from others, this clarity can help turn interest in regenerative practices into informed, practical action.
- Building a Supportive Community
Peer-to-peer learning was one of the strongest themes of the day, as hearing directly from others who are already making the transition to regenerative agriculture gave farmers a vision of not only what has worked, but also of setbacks, unexpected challenges and the financial realities involved.
These honest conversations can help farmers make better-informed decisions and give them greater confidence to take the next step. The value of community came up repeatedly. Several farmers spoke openly about the sense of isolation that can accompany growing economic, regulatory and social pressures.
Bringing people together created space for mutual support, shared learning and collective problem-solving. Farmers saw the Farm Hub as an opportunity to strengthen these connections and build a network of people facing similar challenges.
- Regeneration Begins with a Personal Vision
Another important insight was that regenerative agriculture cannot be reduced to a checklist of practices. Before deciding what to change, farmers need to be clear about their own goals, values and vision for the future of their farms.
What regeneration means will depend on the farm, the farmer and the outcomes they want to achieve, whether environmental, economic or social. The workshop gave farmers time to reflect on these questions and consider how their own leadership can help turn ambition into lasting change.
Many described the transition to regenerative agriculture as a journey rather than a fixed destination. They called for clearer pathways that would help them understand where they are now, decide where they want to go and identify realistic steps for moving forward. Ultimately, farmers want the tools and support to develop regenerative transition and business plans suited to their individual circumstances.
Looking Ahead
As the Future Harvest Farm Hub continues to develop, this event showed the value of creating spaces where farmers can learn together, speak openly and help shape the future of regenerative agriculture from the ground up. By putting their experience, needs and ambitions at the heart of the conversation, Future Harvest is helping to build the knowledge, connections and confidence needed to make meaningful change possible. At its core, the project is about giving farmers the space, support and practical tools they need to shape their own transition to regenerative agriculture. Through its support of Future Harvest, the PepsiCo Foundation is helping to create the conditions for farmers to learn from one another, navigate change with confidence and build thriving, resilient farming operations, while contributing to EIT Food's efforts to promote a more innovative and sustainable food system.