Food and fashion companies such as Danone UK, Oatly, Timberland, Allbirds, Kering (which owns Gucci, Balenciaga and other luxury brands), to name only a few, are already employing regenerative agriculture practices. By doing so these companies invest in and safeguard the natural resources they depend on by improving soil health, which in turn supports continuous crop productivity. Healthy soil is also one of the world's most effective carbon sinks. By investing in regenerative agriculture, a company is, by default, investing in decarbonisation. The farmers and communities growing the crops are also supported.