Whole Foods Market Launches Biodiversity Highway Initiative with Mad Agriculture

Whole Foods Market and nonprofit Mad Agriculture announced the launch of a national biodiversity highway initiative designed to reconstruct native ecosystems across U.S. farmland. The ambitious program, beginning in and around the Lowery Creek Watershed in Wisconsin, aims to establish a connected highway of climate-resilient habitats that restore biodiversity, improve soil and water health, and strengthen the resilience of the food system for future generations.

The initiative comes at a pivotal moment for American agriculture. Farmland nationwide faces mounting challenges as biodiversity declines, soil health deteriorates, and climate stress intensifies. By linking farms, watersheds, and wild areas, the biodiversity highway will reduce land fragmentation, support pollinators and wildlife, and buffer communities from climate-related impacts such as flooding and erosion. The program also promotes perennial crops and regenerative farming practices that reduce tillage, build healthier soils, and increase long-term land productivity.

“Teaming up with Mad Agriculture represents a meaningful step forward in our commitment to improving ecosystem health and fostering climate resilience,” said Jason Buechel, Chief Executive Officer at Whole Foods Market. “This initiative is about rethinking how we care for the land and support the people who grow our food. As the program expands, it will forge a more connected, resilient landscape—supporting biodiversity and more sustainable farming for generations to come. It’s one of the most exciting efforts we’ve launched this year, and it builds on the momentum and progress outlined in our 2024 Impact Report.”

As part of the launch, Whole Foods Market pledged up to $500,000 in matching funds, with a goal of catalyzing $1 million in collective investment from food system stakeholders in 2025. Together, these contributions will support the creation of a 1,000-acre biodiversity highway.

“This initiative is laying the groundwork for a new kind of agriculture,” said Omar de Kok-Mercado, Director of Wilding at Mad Agriculture. “The biodiversity highway is a blueprint for the next era of American infrastructure—not just pipes and roads but living systems that restore function to land. It operationalizes perennial agriculture at scale, connecting ecological health to economic resilience. We’re not restoring the past—we’re engineering the future, one corridor at a time.”

The biodiversity highway builds upon Whole Foods Market’s broader sustainability commitments, as detailed in its newly released 2024 Impact Report, which highlights progress across multiple focus areas:

• Advancing Regenerative Agriculture: Doubled the number of certified regenerative products to 301, verified by trusted standards including Regenerative Organic Certified, Regenified, and Ecological Outcome Verified.
• Biodiversity Leadership: Ranked the top U.S. retailer for pollinator protection by Friends of the Earth, and expanded biodiversity efforts through prairie restoration and pollinator-friendly sourcing.
• Food Access and Community Giving: Donated over 34.6 million pounds of food—nearly 29 million meals—to more than 1,000 food rescue and redistribution programs across North America.
• Reducing Supply Chain Emissions: Partnered with key suppliers, including shrimp and dairy producers, to accelerate carbon-reduction initiatives.
• Reducing Store Emissions: Installed solar at 64 stores, transitioned 235 stores to lower global warming potential refrigerants, and added 389 EV charging stations across the U.S.
• Impact Through Giving: Invested $14.2 million through the Whole Foods Market Foundation, supporting 1,239 organizations and schools in 39 countries.
• Responsible Sourcing: Provided over $8.8 million in premiums through the Sourced for Good program, benefitting workers, communities, and the environment.

“The 2024 Impact Report is a reminder that every product on our shelves represents a story—of people, places, and choices that shape our food system,” said Caitlin Leibert, Vice President of Sustainability at Whole Foods Market. “Our work with Mad Agriculture is one of the most inspiring examples of what’s possible when we partner with farmers, producers, and communities to honor those connections and shape a more hopeful future for food.”

The biodiversity highway and the 2024 Impact Report reflect Whole Foods Market’s long-term vision for nourishing people and the planet, setting a blueprint for how the food industry can embrace ecosystem restoration and land stewardship.

For more details and to explore the 2024 Impact Report, visit https://impact.wholefoods.com/.