For the past several decades, agricultural research has presented a startling trend: The nutrition content of the fruits and vegetables we grow in the US has been declining. Vitamins, proteins, and minerals have dropped—in some crops by approximately 50 percent since the 1950s.

The reasons for this point to the way we grow and cultivate fruits and vegetables today. Industrialized farming is extractive and harmful. These methods put an emphasis on higher yields, which fuels the use of toxic chemicals and the implementation of other egregious practices. The consequences of this is great suffering. The Earth’s soil is becoming more and more depleted (resulting in greater carbon dioxide levels in the air). Our fruits and vegetables are lacking nutrients. And humanity’s health is suffering.

Farmer Lee Jones sees—and lives—part of the solution. The head farmer at The Chef’s Garden, his family farm in Ohio, Farmer (as he’s called) practices regenerative agriculture, a method of farming that works to honor the Earth, rebuild soil and biodiversity, and reverse the detriments of climate change. Rather than solely extracting from the land, regenerative farming is about “rebuilding, regrowth, and rebirth,” as Farmer puts it, so that all stakeholders—people, animals, and planet—are honored. It focuses on “healthy soil, healthy vegetables, healthy people, healthy environment,” he says.

But again, this is only part of the solution. The other (arguably just as critical) part focuses on us: Consumers need to create the demand for regenerative farming and the produce it yields. The following points provide a jolt of awareness to get us all supporting better practices.

3 Reasons to Support Regenerative Agriculture

1. This method can rebuild the nutrients in our fruits and vegetables. Farmer’s work at The Chef’s Garden is proof. “What we’re seeing is nutrient levels of 300 to 500 times higher than the USDA average,” he says of his and his family’s yields.

2. Our health depends on it. “We produce food cheaper than any other country in the world yet we have the highest healthcare [costs],” says farmer. By continuing to support industrialized farming methods we are continuing to deprive ourselves of clean, nutrient-dense food, which puts our immunity and health at risk.

3. The flavor and taste of our food will improve. Research shows that over the last 50-plus years, consumers’ satisfaction from fruits and vegetables have plummeted because of a decline in taste and texture. Regenerative methods will not only bolster nutrient content; it will bring the sweetness and snap back to fresh peas and the juiciness to just-picked tomatoes.

As Farmer says, “we didn’t get into this mess overnight and we’re not going to fix it overnight. What we can do is educate ourselves, share our knowledge, and “get out to the farmers markets” and support the farmers and efforts that are working in the right direction.

Let’s all create the demand.

WATCH Farmer + Nichole in Conversation