1、L E A DI N G T H E WAYRegenerative agriculture,a unique opportunity for the Luxury industryPrefaceWe have joined our forces to investigate,assess and propose concrete actions in regenerative agriculture for luxury.From soils management to confectionary,regenerative practices benefit the environment

2、and ultimately contribute to better product quality while creating new dialogues with its end customers.The luxury sector can pioneer these approaches and guarantee a new excellence in sourcing,manufacturing and deploying sustainable material all along its value chain.This article is a first state o

3、f the art of what is done and might be done.It is aimed to help the reader navigate an ecosystem that is yet not fully mapped and will continue to evolve.Jean-Baptiste PICHON is Vice-President and Lead Agribusiness.Jean-Baptiste is a Board Member&Advisor in Agrifood and climate tech companies.Maria

4、SOLIMENE is Vice-President for Luxury&Retail and former CXO in Luxury Groups.Maria advises key decision makers in the Luxury sector.2ChangingplaygroundAs the world confronts the realities of climate change,resource scarcity and environmental decline,the luxury sector finds itself at a crucial turnin

5、g point.Historically attached to exclusivity,quality,excellence and craftsmanship,luxury brands have always led the way in creating products that stand the test of time.But in todays sustainability-driven market,exclusivity alone is not enough.Clients and particularly younger generations demand prod

6、ucts that not only showcase exceptional craftsmanship but also embody their commitment to environmental and social responsibility.Indeed,89%of French consumers expect a brand to contribute to the common good;this figure reaches 94%for consumers under 30 years old1.While environmental regulations are