Major media outlets have been covering the rise in cultural interest in regenerative agriculture, documenting increasing activity among Big Food corporations that say they're investing in environmentally friendly practices, such as "rebuilding biodiversity” and “eliminating deforestation." Consumers are certainly interested in such efforts. Our Organic & Natural 2018 report found that the most active "Core" organic consumers (who make up 24% of the current 85% of consumers who buy organics) are increasingly seeing "ideal agriculture" as becoming less about an absence of chemicals and more about the cultivation of healthy soils and ecosystems. For these consumers, organic no longer represents the highest ideal for how their food is produced.