A check- in conversation with Ethan Soloviev, Chief Innovation Officer at HowGood, about how regenerative agriculture is truly taking off, its position within large food and agriculture companies, and whether we risk watering it down or falling into greenwashing (Spoiler: Surprisingly, we’re doing a lot about it!). We also get an update on HowGood—they’re doing well and focusing more on nutrient density-, plus, we talk about Regen House, which is revolutionizing the way good food fosters meaningful conversations at major events like COPs, climate summits, and Davos, bringing farmers, indigenous community members, and global executives together around regenerative food experiences. By centering conversations on actual good food rather than panels and PowerPoints, these gatherings forge authentic connections that move regeneration forward.

And, of course, no conversation with Ethan would be complete without diving into AI—what currently does and what it could do for regeneration—not just through efficiency gains, but through innovative applications like predicting deforestation before it happens. The real breakthrough will come when we develop “large ecological models” trained on nature’s patterns rather than just human texts, enabling truly regenerative landscape design.

As Chief Innovation Officer at HowGood, Ethan offers a glimpse into how sustainability data is transforming food systems. Their database tracks environmental and social impacts for 33,000 ingredients and nearly 4 million products globally, enabling everything from carbon footprinting to supplier engagement. What’s particularly encouraging is how this data influences consumer behavior—when sustainability information is presented clearly at the point of purchase, sales of sustainable products consistently increase across diverse markets.

PROGRESS AND METRICS IN REGENERATIVE AGRICULTURE

Outcome-based metrics for measuring regenerative impact have finally gained traction across the industry. Through collaborations with the Sustainable Markets Initiative, WBCSD, and other multi-stakeholder coalitions, companies representing hundreds of billions in annual revenue have agreed to core metrics tracking soil carbon, greenhouse gas emissions, water usage, and other key indicators. This shift toward measuring outcomes rather than just practices creates real accountability in the movement.

“The main thing that I think we have been somewhat successful in is there is an awareness that regenerative agriculture should be based on outcomes and that we should have outcome metrics to measure our progress on and towards regen ag. And we have by and large succeeded with that. It’s not perfect. It’s not a hundred percent, but if you look going back, I think to 2018, we had the One Planet Business for Biodiversity, put out a set of eight Regen Ag metrics, which we helped and advised on a bit. And then after that, the Sustainable Markets Initiative, which we were part of, put out a number of ” Ethan Soloviev

CONSUMER BEHAVIOR AND SUSTAINABILITY

While consumers care about sustainability, their actions hinge on how simply the information is communicated. Clear, positive messaging can change purchasing behaviour, even if consumers aren’t willing to take extra steps on their own.

“If you ask consumers if they care, they say yes. Yes, I care about the earth, yes, I care about the planet yes, I care about my health and community, if you then ask them how many steps, they’re willing to take in order to help make that happen, it’s an average of zero, right? There’re not extra steps that will be taken. Despite that what we’ve found is that if the communication is easy, if the communication is clear and simple and understandable, behaviour will change significantly. And that’s purchasing behaviour will change if the communication is clear and simple and positive. Telling somebody that beef has got a high footprint or that their favourite cookie is shitty for them doesn’t work. ” Ethan Soloviev

THE ROLE OF NUTRIENT DENSITY IN SUSTAINABLE FOOD SYSTEMS

Sharper focus on nutrient density can drive both healthier food and more resilient agricultural practices. Combining nutrient metrics with sustainability scores is a key part of HowGood’s innovation strategy, paving the way for a more regenerative food system.

“One is from the HowGood side, nutrient density is one of the areas that I’m excited to be working on and with this year. My role at HowGood is Chief Innovation Officer, which means a number of things, including I get to look a little ways out into the future, two, three, five years out what’s coming in and how do we grow the Business partnerships and sort of ecosystem of collaborators out there in the world so that what I can see in the future Comes into the present. And so, my main areas for the last year, which will probably continue, our nutrient density, biodiversity and AI is huge.” Ethan Soloviev

EXPLORING AI’S IMPACT ON REGENERATIVE AGRICULTURE

Ethan discusses how artificial intelligence is poised to transform society and, by extension, the regenerative agriculture space. Generative AI is a general-purpose technology—comparable to the wheel or electricity—that can drive not only efficiency but also innovation and transformative change in how we manage ecosystems.

“AI is going to fundamentally transform society. And I’m not necessarily saying that’s a good thing, but it is already in motion to transform the entire world. It is a general-purpose technology, especially generative AI and a general-purpose technology is one like the wheel or like electricity or like the personal computer that just fundamentally alter the structure of economies and societies.” Ethan Soloviev

OTHER POINTS DISCUSSED

Koen and Ethan also talked about:

• Consumer behavior and sustainability
• The concept of Regen House
• The future of AI and regeneration

LINKS:

• HowGood
• Regen House
• AI for Biodiversity: Solutions Showcase – How Good webinar
• Courageous Land
• Epoch

LINKED INTERVIEWS:

• Ethan Soloviev – What is regenerative agriculture and why it is the wrong question to ask
• Karen Rodriguez and Ethan Soloviev – Should we be worried about the big brands and massive food companies getting active in the regenerative movement?
• Ethan Soloviev on the enormous lack of regenerative ingredients for food companies and what to do about it
• Ethan Soloviev: As demand for regenerative agriculture skyrockets, is there enough supply?
• Eric Smith – Commoditization is the root cause of all ecological destruction and human health impacts
• Heather Terry – If you sit in a boardroom, you have the responsibility and obligation to visit the farm where the food is produced
• Stefania Avanzini – Why and how 26 food giants with a turn over of $900 billion are getting serious about regeneration and biodiversity

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The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.