Imagine a world where farming isn't just about feeding the masses—it's about healing the very soil beneath our feet and safeguarding our planet's future. That's the bold vision driving OP2B as it gears up for Europe's agricultural crossroads, and it's about to get even more dynamic with fresh leadership at the helm. But here's where it gets intriguing: how do we balance rewarding farmers for going green without leaving anyone behind in the profit game?
OP2B is bolstering its mission by welcoming two accomplished Co-Chairs to its Board: Jan Derck van Karnebeek, the CEO of Royal FrieslandCampina, and Ewan Andrew, who serves as President of Global Supply and Chief Sustainability Officer at Diageo. Their wealth of expertise will be crucial in propelling efforts to bolster European farmers, incentivize strong environmental stewardship, and fast-track the shift toward regenerative agriculture—a farming approach that rebuilds ecosystems rather than depleting them, like planting cover crops to prevent erosion and boost soil health over time.
At its core, OP2B unites 25 major global corporations dedicated to scaling regenerative farming methods. These practices help farmers weather challenges like unpredictable weather or market fluctuations, safeguard natural habitats, and fortify supply chains against disruptions. Launched in 2019, OP2B champions regenerative principles—think restoring biodiversity through crop rotation and reduced chemical inputs—and unites companies on measurable outcomes to spur collective funding and initiatives in key production regions, such as Europe's fertile farmlands.
This leadership shake-up arrives at a pivotal juncture, as the European Union's Common Agricultural Policy (CAP)—the framework dictating how billions in farm support are distributed—is poised for major reforms in the coming year. These changes will dictate the future: how subsidies reward eco-friendly practices, how they protect soil quality and water resources, and how they encourage biodiversity and long-term farm viability. With OP2B's goal to convert 40 million hectares—roughly the size of Germany—to regenerative methods by 2030, the group is diving into CAP debates armed with fresh leadership that prioritizes practical, farmer-focused strategies. These align seamlessly with talks on weaving soil health, water conservation, biodiversity gains, and resilience into Europe's agricultural funding models.
And this is the part most people miss: the real challenge lies in making these policies profitable for everyday farmers, not just ideal for the environment. Both new Co-Chairs draw on extensive backgrounds in revamping supply chains, championing performance-driven sustainability, and fostering partnerships across industries. Their roles will amplify OP2B's push for policies that champion results-oriented rewards—such as payments for verified carbon sequestration—promote large-scale cooperative efforts, and provide farmers with reliable motivations to embrace nature-friendly techniques. As CAP overhauls ramp up in 2026, OP2B plans to use this transition to rally its corporate allies, draw on real-world project data, and lobby for systems that could triple current regenerative adoption rates, potentially transforming vast landscapes.
Under this refreshed guidance, OP2B will keep collaborating with EU bodies, national leaders, and financial institutions to shape the next CAP, alongside initiatives like the Carbon Removals and Carbon Farming (CRCF) and Nature Credits Roadmap. The aim? To foster farming models that are both lucrative and sustainable, regenerating natural assets like healthy soils and vibrant ecosystems while securing robust value chains. OP2B's diverse membership and proven success stories equip it to bridge corporate innovations with the regulations needed for widespread agricultural and conservation shifts across the continent.
But here's where it gets controversial: Is pushing for outcome-based incentives fair, or does it risk penalizing smaller farmers who can't afford the upfront costs of going regenerative? Critics argue it might widen the gap between big agribusiness and family farms, while supporters say it's the only way to scale real change. What do you think—should policies prioritize environmental outcomes over traditional farming norms?
Jan Derck van Karnebeek, the incoming OP2B Co-Chair, shared his enthusiasm: 'It's a privilege to step into this Co-Chair position with OP2B. My passion stems from a firm belief in advancing business models that not only provide better nutrition but also rejuvenate soils and combat climate effects. At FrieslandCampina, our motto 'Nourishing by nature' guides us; we hold that aligning farming with natural rhythms is vital for the earth's health and the enduring strength of our farmers and local communities. I'm excited to partner with Peter and OP2B's team to expand eco-positive practices throughout supply chains and build a more resilient global food network.'
Ewan Andrew, the other new Co-Chair, added: 'Taking on the OP2B Co-Chair role is an honor, especially now when collaborative action in food and beverage industries is key to making regenerative agriculture widespread. Companies and farmers need to unite to ensure this shift is doable, uniform, and financially sound. At Diageo, OP2B serves as a driver for coordinated efforts across supply lines, and I'm keen to lead concrete, nature-enhancing solutions that boost biodiversity and fortify global chains against shocks.'
For those new to the scene, OP2B stands as an international, cross-industry coalition focused on biodiversity in agriculture. It's all about sparking big-picture transformations by rallying businesses to protect and revive both farmed and wild biodiversity in supply chains, influencing policymakers and financiers, and crafting policy ideas that drive real action.
The coalition boasts members like Arla, Boortmalt, Boston Consulting Group, Carlsberg, Clarmondial, Danone, Diageo, FrieslandCampina, Griffith Foods, HowGood, IKEA, Inditex, InVivo group, Kering, L’Oréal, Livelihoods Funds, LVMH, McCain Foods, Mirova, Nestlé, PepsiCo, Pernod Ricard, Rabobank, Tikehau Capital, and Unilever.
Its Board includes key figures such as Anita Wälz (Head of Sustainability Europe at Nestlé), Antoine de Saint-Affrique (CEO of Danone), Arnaud de Saignes (President of Maison Chandon at LVMH), Ezgi Barcenas (Chief Responsibility Officer at L’Oréal), Greg Metschke (Global VP Purchasing & Sustainable Sourcing at Griffith Foods), Guillaume le Cunff (CEO Europe at Nestlé), Laurent Martel (CEO of Bioline by InVivo), Max Koeune (CEO of McCain), Peter Bakker (President & CEO of WBCSD), and Robbert de Vreede (General Manager Foods Europe).
Curious for more? Dive into www.wbcsd.org/OP2B or follow OP2B on LinkedIn at https://www.linkedin.com/company/op2b-one-planet-business-for-biodiversity/. And now, we turn it to you: Do these leadership moves signal a genuine step toward sustainable farming, or is it just corporate greenwashing? Share your thoughts in the comments—agree, disagree, or add your own twist on the debate!
