Today’s younger consumers, especially Gen Z, are asking tough questions about where their food comes from and the impact it has on the planet. In fact, 73% of Gen Z say their generation cares the most about the environmental impact of food. They have reason to be concerned, as food and agriculture are responsible for 27% of global greenhouse gas emissions.

They don’t just want labels that say “organic” or “natural.” They want proof that farms are caring for the soil, protecting biodiversity, and raising animals in a way that benefits both people and the planet. For Gen Z, food isn’t just about nutrition. It’s about values, responsibility, and trust.

New Zealand is Leading by Example

New Zealand has become a global model for sustainable red meat farming. Through forward-thinking government policies, farmer-led initiatives, and a commitment to regenerative agriculture, the country is showing that livestock can be part of the solution, not the problem. At Atkins Ranch, where all our lamb is 100% grass-fed and raised by New Zealand family farmers, we’re proud to support this movement that prioritizes healthy land, thriving animals, and trusted food for future generations.

Farming in Balance With the Land

Gen Z wants food that aligns with their values, and regenerative farming delivers on that promise. Practices like rotational grazing and soil restoration are designed to work with nature rather than against it. These methods help rebuild healthy soil, conserve water, and boost biodiversity, creating farms that are more resilient to climate change. At Atkins Ranch, our farmers have been practicing these methods for decades.

For Gen Z, who see the connection between food production and global sustainability, this approach checks all the boxes. It protects the planet, supports animal welfare, and ensures farmers can thrive for generations to come.

Meeting Gen Z’s Call for Change

Gen Z wants food that matches its values, and Atkins Ranch is proud to deliver on that expectation. At Atkins Ranch, our lamb is 100% grass-fed, sustainably raised, and rooted in practices that have cared for the land for over 150 years. By combining innovation with tradition, we’re working to build a food system that’s better for people and the planet, and will ultimately leave the Earth a better place.