Regenerative agricultural practices are heralded as the answer to the future of farming, which is responsible for the majority of emissions within the food suppy chain. Extending its reach and implementation is vital for the sustainability transition. Regenerative agriculture is increasingly being embraced by corporations, but who is responsible for its implementation and finance? Is the term “regenerative” simply the latest corporate buzzword that is being used to mask the reality of continued agricultural expansion? How are farmers expected to manage extreme financial pressures, regulatory constraints, supermarket demands and a myriad of problems?