Pulse Check: Living Soils 2026

Article excerpt

At the World Living Soils Forum in Provence this June, a fundamental problem emerged: the wine industry and broader agriculture sector can't agree on what regenerative farming actually means or how to measure it. Winemakers gathered to discuss soil health and sustainable practices, but the meeting exposed deep rifts over standards and accountability. Without clearer definitions, regenerative agriculture risks becoming a marketing buzzword rather than a measurable commitment, leaving producers uncertain how to invest and consumers unable to verify claims.