Together, we can reinvent Denmark as an “apple country” (Æbleland) where agriculture  stores CO2 in the ground, contributes to biodiversity and protects our drinking water.

The key is regenerative farming; holistic and pesticide-free agriculture that uses elements of nature as a design system. An intelligent cooperation with nature that yields the best quality products while contributing positively to our climate and environment.

The regenerative movement is countering the conventional approach, which sees nature as two-dimensional; a simple thing that must be controlled using power and pesticides. The regenerative movement thinks radically differently and works with nature—not against it.

As a society, we have developed our systems and value chains to support conventional large-scale industrial agriculture—a retrospective agroecosystem that doesn’t have the answers we, as a society, need. Political forces, unintended system dynamics, and a powerful lobby maintain the status quo and change happens too slowly or not at all.

This means that the regenerative pioneers are now rewarded for their environmental and climate-positive work: their holistic approach doesn’t fit into the system and they are paying a high price for doing the right thing.

We’ve started Æbleland to connect regenerative fruit growers with the community of people who want to enable regenerative change. The connection is made through healthy, tasty products made from regeneratively grown fruit of the highest quality. We pay the growers a premium price to support their work and the bigger regenerative change.

We work to create the needed change bottom-up. It is not a showdown with the actual conventional farmer but rather with a failed way of thinking and the system that supports it. The regenerative movement is also an open invite addressed, not least, to conventional agriculture.