How Brown-Forman is Championing Regenerative Agriculture

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Regenerative agricultural practices aim to restore and enhance the land's natural productivity.
Brown-Forman, owner of drinks brands including Jack Daniels, is smashing its sustainability goals by wholeheartedly adopting tenets of sustainable farming

You may not be familiar with the name Brown-Forman, but you'll certainly recognise many of its products.

The Kentucky-based organisation is the parent company of iconic brands such as Jack Daniels, Woodford Reserve and Chambord.

At the heart of Brown-Forman's global enterprise lies a deep commitment to agriculture. Its team understands the simple fact that it would not be where it is without the fruits of nature.

As such, a healthy farming ecosystem is essential for its own continued success, as well as the success of the entire beverages industry.

It's not just that, though. Brown-Forman also believes that it owes it to the communities it serves to manage its land sustainably.

“From the grain to the barrel, whiskey is an agricultural product that takes time and patience. Taking care of the land is vital to the success of our industry," says Elizabeth McCall, Woodford Reserve Master Distiller.

"We are making investments today that may not come to fruition until 70 years from now. This all factors into making the world's finest whiskey.”

Elizabeth McCall, Woodford Reserve Master Distiller

The foundations of regenerative agriculture

Brown-Forman has embraced regenerative agriculture with the goal of improving not only soil health and biodiversity, but also the economic conditions of their farming communities.

This method of farming is about more than cultivating crops - it’s designed to rejuvenate the entire ecosystem.

It enhances soil biological health, increases the resilience of the land against climate challenges, and ensures that natural wildlife can thrive alongside agricultural developments.

This holistic farming technique stands in stark contrast to conventional methods that often rely on chemical inputs and can lead to soil degradation.

Instead, regenerative agriculture aims to build upon the land's own natural productivity through practices that restore its vitality and capacity to produce abundant crops.

The benefits of this approach reach far beyond the fields, fostering thriving rural areas and enhancing the economic stability of farmers.

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Sustainable milestones and future goals

In a significant sustainability milestone, Brown-Forman has recently announced its achievement of engaging 100% of its direct farmers in regenerative agriculture practices.

Initially, the company set this target for 2025, meaning that it has successfully achieved its goal.

Andy Battjes, the Director of Global Environmental, Health, Safety and Sustainability at Brown-Forman, believes this is an important milestone for the company.

“This milestone underscores our steadfast commitment to the natural systems we rely on and our dedication to collaborating with our agricultural partners.”

It is not merely seen as the culmination of the company’s sustainability efforts, but rather as the beginning of a long-term strategy aimed at preserving and enhancing environmental, social, and economic wellbeing.

By focusing on sustainable production processes and resilient supply chains, Brown-Forman aims to ensure business sustainability that aligns with ecological health.

The company now sets its sights on developing new agricultural goals, which will continue to push the boundaries of what is possible within sustainable farming, ensuring that each step of their supply chain aligns with their overarching environmental objectives.

Andy Battjes, Director of Global Environmental, Health, Safety, and Sustainability at Brown-Forman

Brown-Forman's four pillars of sustainability

A cornerstone of their broader environmental strategy involves a comprehensive plan structured around four key sustainability pillars:

  1. Climate action – Targets include halving greenhouse gas emissions by 2030 and reaching net zero by 2045.
  2. Water stewardship – The company is committed to achieving water balance in 100% of their high-risk and business-critical watersheds by 2030.
  3. Circular economy – Brown-Forman is working towards ensuring all primary packaging is either recyclable or reusable by 2030, with a significant increase in recycled material content.
  4. Supply chain sustainability – Having already achieved a critical goal of engaging all direct farmers in sustainable practices ahead of schedule, the company continues to develop further goals to enhance sustainability across the supply chain.

The entire future of Brown-Forman's business rests on these pillars. Andy understands just how essential it is that his team continues to embrace these principles with open arms and open minds.

“Environmental sustainability is integral to our long-term strategy and success.” he explains

“These practices are essential to our commitment to ecological, social and economic well-being, ensuring a resilient supply chain and long-term business sustainability.”


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