Monetizing Ecosystem Services: Who Owns the ROI of Regen Ag?

Monetizing Ecosystem Services: Who Owns the ROI of Regen Ag?

Breaking the internal deadlock stalling the 2030 transition

The hurdle for regenerative agriculture isn't the farming, it's the org chart.

In most AgFood companies, Sourcing is asked to pay transition premiums out of tight, short-term category budgets, while the rewards (supply security, brand equity, climate ratings, cheaper capital) land in everyone else's P&L. Spoiler alert: no single department owns the ROI of regenerative agriculture. And when the department paying the bill isn't the one seeing the benefit, programmes stall at pilot scale. "Pilot fatigue" isn't a farming problem; it's an accounting problem.

We've covered how value chains co-invest between companies. This conversation goes one level deeper: what has to change inside your four walls before any of that works.

Join practitioners from Heineken, Niab and Royal Canin for a moderated conversation — no slides, no pitch — on:

• The Procurement Deadlock: why the transition stalls when a long-term resilience investment is judged on one department's expense line
• Who actually owns the ROI: where Finance, Marketing and Sustainability each capture value from on-farm outcomes, and what changes the day that's made explicit
• Insights from the field: what working cross-department actually look like in today's AgFood landscape

This conversation is designed for pairs. Bring the colleague who holds the other half of the budget.