SIMPLi Ups the Ante on Regenerative Food with Global Expansion

PHILADELPHIA, PA – February 09, 2026 – Pantry staples brand SIMPLi is making a significant push to redefine the grocery aisle, announcing its largest product expansion to date with 10 new items that carry the ambitious Regenerative Organic Certified® (ROC) seal. The launch, which includes everything from Ethiopian avocado oil to Idaho-grown pinto beans, signals a major scaling of the company’s mission to move the food system beyond a simple organic label.

The expansion broadens SIMPLi's global footprint, establishing new supply chains in the United States, Canada, Italy, Ethiopia, and Kenya for the first time. The move aims to make pantry staples—the everyday building blocks of meals—more transparent, nutrient-dense, and ethically produced.

"This launch reflects how we think about growth at SIMPLi," said Sarela Herrada, co-founder and co-CEO, in a statement. "Innovation isn't just about new products. It's about building a more resilient food system and making nutrient-dense Regenerative Organic Certified® pantry staples more accessible through the ingredients people use every day."

Beyond Organic: The Rigor of a New Standard

For many shoppers, "organic" has long been the gold standard for healthy and sustainable food. However, SIMPLi’s new line champions the Regenerative Organic Certified® (ROC) standard, a more comprehensive and rigorous certification that aims to address some of the gaps left by the national organic program.

Established in 2017 by a coalition of farmers and experts from organizations like the Rodale Institute and Patagonia, ROC uses the USDA Certified Organic standard as a mandatory baseline and builds upon it with three distinct pillars: Soil Health, Animal Welfare, and Social Fairness.

This holistic approach requires farmers to go further than simply eliminating prohibited pesticides. The soil health pillar mandates practices like using cover crops, crop rotation, and minimal tillage to build organic matter, enhance biodiversity, and sequester carbon in the soil. The animal welfare component enforces the "Five Freedoms" for animals, ensuring pasture-raised conditions far stricter than many organic standards.

Perhaps its most significant differentiator is the social fairness pillar, which requires fair wages, safe working conditions, and empowerment for farmers and farmworkers—an element largely absent from the USDA Organic certification. This integrated standard seeks to heal not just the land, but also the economic and social systems connected to it.

A Global Pantry with Local Roots

The new product lineup is a testament to SIMPLi's ambition to build a globally diverse yet transparent supply chain. The brand is introducing the first-ever Regenerative Organic Certified® Extra Virgin Avocado Oil to the U.S. market, sourced from single-origin regenerative farms in Oromia, Ethiopia. This expansion into Africa represents a significant step in connecting American consumers with smallholder farming communities practicing restorative agriculture.

Closer to home, the launch marks a milestone for the company's domestic sourcing. Its new Pinto Beans are grown in the open fields of Idaho, representing SIMPLi's first U.S.-sourced product and a direct investment in the burgeoning regenerative agriculture movement within the United States. The brand is also tapping into Canada's vast agricultural landscape for its new Black, Green, and Red Lentils, all sourced from regenerative farms in Saskatchewan.

Other additions showcase a commitment to traditional agricultural regions, such as a nutty, chewy Farro sourced from regenerative farms in Tuscany, Italy, and polyphenol-rich extra virgin olive oils from Greece and Spain. By sourcing directly from these diverse regions, SIMPLi aims to provide a clear line of sight from the farm to the consumer's pantry, ensuring both quality and ethical practices.

The Nutrient-Dense Promise: From Healthy Soil to Healthy Plates

Underpinning SIMPLi's mission is the principle that healthier soil leads to healthier food. The brand's emphasis on regenerative organic practices is not just about environmental stewardship; it's also about nutrition. A growing body of scientific evidence supports the idea that farming methods that build soil health can produce more nutrient-dense crops.

Studies have shown that crops grown on regenerative farms can contain higher levels of certain vitamins, minerals, and beneficial phytochemicals compared to their conventionally grown counterparts. By increasing soil organic matter and fostering a rich microbial ecosystem, regenerative practices enhance the soil's ability to transfer vital nutrients to the plants.

SIMPLi reinforces this quality claim with a commitment to purity. The company states that every batch of its products, including the new lineup, is verified by in-house and third-party accredited labs to be free from over 200 pesticides, herbicides, glyphosate, and heavy metals. This rigorous testing, combined with sourcing from farms that prohibit synthetic inputs, is designed to give health-conscious consumers confidence in the food they eat. The products are packaged in materials like compostable bags and recyclable tins, designed to maintain freshness while minimizing environmental impact.

Tapping into a Growing Market for Conscious Consumers

SIMPLi's expansion arrives at a pivotal moment. Consumer interest in regenerative agriculture is surging, with recent data from market research firm SPINS showing a 30% year-over-year increase in shoppers buying ROC products. Another study by NIQ found that 75% of consumers are actively looking for certification labels to validate regenerative claims.

Despite this demand, availability remains a key barrier. Many shoppers report difficulty finding regenerative products on store shelves. SIMPLi's strategy appears directly aimed at solving this problem. The new products are launching nationwide in Whole Foods Market, a key retailer for consumers seeking natural and sustainable options. The partnership includes a 90-day exclusive for SIMPLi's Pure Avocado Oil, a move that guarantees prominent placement in front of a receptive audience.

By focusing on "commodity-like categories" such as beans, oils, and grains, SIMPLi is attempting to differentiate in a crowded market by embedding deep values of sustainability and transparency into everyday essentials. This latest launch is more than just an addition of new products; it's a calculated move to accelerate the mainstream adoption of regenerative organic principles, one pantry at a time.