A vision for regeneration
RTRS International Conference | Keynote speech by John Elkington
John challenged the soy industry to lead the regenerative movement, emphasizing the need for ambitious goals, scientific foundations, and collaboration to drive the transition. He also urged the sector to prioritize soil health, engage younger generations, and view sustainability as a growth opportunity, offering a clear roadmap for the future. His message was well-defined: the path to regeneration requires patience, innovation, and collective effort to make a lasting impact on the planet.
The afternoon of the first day of the RTRS 2024 International Conference kicked off with a keynote by renowned sustainability strategist and author John Elkington, who issued a challenge to the soy industry: seize the opportunity to lead the regenerative movement. His speech, titled “How market leaders are regenerating the future”, emphasized that “regeneration as a narrative is on the rise,” adding, “Your sector can take the lead, and the timing is perfect.”
Elkington highlighted the urgency and complexity of the transition, calling the next 10 to 15 years “challenging, exciting, and politically dangerous.” However, he also emphasized the growing momentum behind regenerative agriculture, citing commitments from major companies like Walmart, Nestlé, and PepsiCo. For the soy industry, the path to leadership lies in setting ambitious goals and taking proactive steps to build scientific foundations, involve younger generations, and foster collaboration.
“What would success look like?” Elkington asked, suggesting that by 2035, 50-70% of the sector could be regenerative, a significant milestone. He concluded with a call for optimism and patience, urging the sector to embrace regeneration as both an opportunity and a responsibility.
As a globally recognized thought leader on sustainability, Elkington delivered a powerful call to action for the soy sector, urging it to prioritize regenerative soil health over the next decade.
He stressed the need for patience, acknowledging that regenerative change takes time but is essential for addressing the climate crisis and ensuring sustainable soy production. His roadmap for transformation included setting ambitious targets, building scientific foundations, and engaging stakeholders throughout the supply chain.
Elkington emphasized that sustainability should be viewed as an opportunity for growth, not just a response to challenges. He also highlighted that 96% of companies worldwide are now reporting on sustainability, signaling its shift from niche to mainstream.
In summary, Elkington’s keynote was a compelling reminder that the path to sustainability requires collaboration, innovation, and persistence. His vision for a regenerative future sets the stage for the soy industry to lead by example and make a lasting, positive impact on the planet.
Pull-out: John Elkington’s top tips
- Be optimistic and patient.
- Build the science.
- Engage key stakeholders.
- Set inspiring targets (and don’t overclaim).
- Involve younger people.
- Build markets (not just certification)
Relive the Elikington´s speech:
