Purely Elizabeth, the maker of nutritious granola and breakfast foods, today announced a three-year long pilot project with Mad Agriculture (Mad Ag), for the first Regenerative Impact Program. Separately, Purely Elizabeth is setting a goal to source 1/3 of its ingredient volume from regenerative agriculture practices by the end of 2026.
Since its inception, Purely Elizabeth has been committed to the healing power of food. The brand believes there is a direct connection between the health of our farms and the health of our food.
"The scale of food production is enormous, but I believe it also is our greatest opportunity to make a positive impact," said Elizabeth Stein, CEO and Founder of Purely Elizabeth. "We want to support the farmers who are taking on the challenging work to create a more regenerative food system. Working with the visionary team at Mad Ag was instrumental in getting us started."
Mad Agriculture works with farmers and food manufacturers to help them achieve their regenerative sourcing and sustainability goals. Through this partnership, Purely Elizabeth will focus on the following work over the next three years:
FARMLAND CONVERSION – Supporting partner farmers in the implementation of regenerative practices and conversion, starting with 500 acres of farmland in 2023 with opportunity for that number to grow.
REGENERATIVE INGREDIENT SOURCING – Buying 100% of the regenerative oat crops grown from their partner farmers to incorporate into their supply chain.
RESEARCH + EDUCATION - Sponsoring scientific research and testing to measure the impact of regenerative farming on soil health, water conservation, biodiversity and nutrient density.
"The Regenerative Impact Program will provide a model to the food industry looking to source from a more regenerative supply chain," said Elizabeth Candelario, Director of Strategic Partnerships at Mad Ag. "The Purely Elizabeth and Mad Agriculture partnership will showcase what regeneration actually looks like on a farm. It is not just soil carbon. It is not just biodiversity. It is a full system approach that views the entire farm operation as an ecosystem."