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From Fashion To Food, Regenerative Farming Is On The Rise

20/01/25

Author: RIISE Team

DOCUMENTED BY: RIISE

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Regenerative farming is transforming agriculture, offering solutions to restore ecosystems, combat climate change, and foster sustainable growth. While luxury fashion brands are beginning to adopt some regenerative practices, with 86% of top global brands investing in them, these approaches are not yet the industry standard. 

Regenerative agriculture can play a key role in decarbonising farming, restoring ecosystems, and building resilience to climate shocks. The World Economic Forum estimates that applying regenerative methods to 40% of global cropland could reduce emissions by 600 million tonnes annually, equivalent to taking approximately 140 million cars off the road.

While the concept of regenerative agriculture may sound complicated, Frida’s Field in Byron Bay’s hinterlands provides a blueprint for its success. This 120-acre regenerative farm and restaurant, led by husband-and-wife team Edwards and Jeanie Rawlings, showcases the power of seasonal, produce-driven ingredients sourced directly from the orchard behind the restaurant.  

During our recent visit to Byron, we spoke with co-owner Jeanie Rawlings to discover her take on the movement and her journey to finding her “forever farm.”  

RIISE: Tell us a bit about yourself and how you became a founder of a paddock-to-plate eatery and regenerative farm. Did you study to get into your chosen field? (pardon the pun)

Jeanie Rawlings: I grew up in the city but always felt a deep connection to the country through my grandparents, who lived on a farm. That bond grew stronger when I was 14, as my dad and uncle started Inglewood Organic Chickens together, sparking my interest in ethical food production. I’ve also been a passionate foodie for as long as I can remember. My husband, Edward, and I met at university, where we bonded over our shared love of cooking and creating amazing meals together. 

I studied Philosophy and Literature at UQ before completing a Master of Business in Marketing at Sydney Uni, where I devoted my assignments to exploring ethical consumerism.  

My husband and I later travelled extensively and lived overseas, immersing ourselves in diverse local food cultures. During our time in London and while exploring Europe, we were deeply inspired by the emphasis on provenance, artisanship, and food ethics. This experience solidified our dream of living on the land and becoming involved in food production. 

We left the city and spent four years on Edward’s family farm in Queensland, breeding Tamworth pigs and establishing a market garden to see if country living suited us. Eventually, we moved to the Byron Bay Hinterland, drawn by its stunning natural beauty and progressive community. Here, our vision of growing food evolved, shaped by market realities and inspiring concepts like regenerative agriculture and agroforestry. 

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RIISE: Could you please share a bit more about what regenerative agriculture is and how it differs from other forms of farming? Why does it matter, and what are some of its benefits? 

JR: Regenerative agriculture is a growing movement that uses farming techniques to actively reverse environmental degradation while producing more natural, flavourful, and nutritious food. Unlike sustainable agriculture, which aims to maintain the environment, regenerative practices actively improve it, addressing issues caused by human impact. There is a huge range of farming techniques that can be classified as regenerative and help tackle diverse environmental challenges, including carbon sequestration, enhancing soil health to act as a carbon sink and reduce runoff, improving water quality, and fostering biodiversity. 

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RIISE: Where did your passion for regenerative farming derive from? 

JR: My love for food, cooking, and philosophy led me to reflect deeply on what truly matters in life. 

RIISE: Is there a person or place that has been particularly influential in informing your interest in regenerative agriculture? 

JR: Alice Waters from Chez Panisse in California. 

RIISE: What is your proudest achievement with Frida’s Field so far? 

JR: Planting over 3300 new trees on our farm. 

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RIISE: What's next for Frida’s Field? Are there any exciting projects or new directions on the horizon? 

JR: We recently hosted our first-ever Northern Rivers Microbrewery Tasting event, where we partnered with eight local microbreweries. It was such a success, and we look forward to hosting more foodie events and collaborations like this in the future.  

After experiencing Frida’s Field for ourselves, we are confident that this approach will catch on. 

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Documented By: RIISE

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