17 April 2024
By: Lebogang Mashala
Retail giant Woolworths has launched a campaign that aims to help regenerate the earth by promoting sustainable agriculture, while also addressing climate change, water scarcity and land degradation.
According to Latiefa Behardien, chief food technology and sustainability officer at Woolworths, the Farming for the Future campaign encourages stakeholders to rethink agriculture as an integral part of the natural world, where every decision is guided by principles of regeneration, resilience and interconnectedness.
Behardien says the campaign is based on a deep reverence for the earth as a unified ecosystem, where every action has a ripple effect across the planet.
“Our farming approach is based on the belief that everything on earth is connected,” says Behardien. “By partnering with suppliers who adopt Farming for the Future practices, we aim to help mend the frayed edges of our ecosystem, one sustainable farming practice at a time.”
One of the focuses of the campaign is using science to enhance the conservation and protection of water as a resource essential for the survival of all living creatures. “The campaign promotes modern techniques such as precision irrigation and soil moisture tracking, which can help farmers reduce water consumption and increase crop production,” says Behardien. “This can be especially useful in areas where water is scarce, ensuring the sustainability of agriculture.”
Farming for the Future also prioritises the reduction of carbon emissions to support human survival and the restoration of the planet. “The campaign promotes regenerative farming methods like cover cropping, agroforestry and no-till agriculture to help farmers store carbon, mitigate climate change and enhance soil health and durability,” says Behardien.
As part of the campaign launch, Woolworths has introduced a digital experience aiming to educate, inspire and empower people to get involved in sustainable agriculture. “The interactive online platform provides visitors with information on the use of science and technology in farming, knowledge on regenerative methods, and valuable resources to help them achieve a sustainable future,” says Behardien.
“Our belief is that sustainable agriculture involves more than just growing food; it’s also about caring for the planet and securing the well-being of future generations. Through the Farming for the Future initiative, we aim to bring individuals, communities and organisations together to restore the health of our ecosystems and make a global impact.”
