12 September, 2025

Patagonia has long been a global poster child for sustainability, with its compelling environmental mission and desire to revolutionise the clothing industry. And owner Yvon Chouinard and his family doubled down on this mission in 2022, donating all future profits to environmental causes. They’ve also been asking themselves a big question:  what if selling clothing isn’t the answer? After all, even if you use recycled, eco-friendly materials and renewable energy while upholding high labour standards, the best clothes in the world won’t heal nature. But the right kind of farming practices can improve soil health. And one thing everyone needs is food.  

So on the journey to greater impact, food offers enormous possibilities. Particularly as the industry currently causes a quarter of global greenhouse gas emissions. Mr. Chouinard said in an interview that if he could snap his fingers “he would make the clothing business disappear and just sell fish, crackers and beer”. While we won’t hold him to that, it demonstrates a huge shift in priorities. 

Patagonia Provisions is the newly launched food branch of Patagonia, focusing on using regenerative farming to produce, among other things, tinned small fish and crackers (both good options when you’re in the great outdoors). These are made from a grain called kernza, a perennial crop which has deep roots, helping it sequester more carbon than traditional grains.  

There is scepticism about the success of this venture, partially because Patagonia have tried to break into food before and failed. Sceptics also question whether the undeniable strength of the brand will translate to food. But we’re quietly hopeful for success. Patagonia’s brand equity on ethics and sustainability is pretty much unparalleled and its motivation for pivoting to food stacks entirely behind this. It all has the makings for storytelling that we think and hope consumers can really get behind.  

By Anna Heis