On World Environment Day, LVMH shines a light on regenerative agriculture

LVMH reaffirms its commitment to regenerative agriculture, a key lever of its LIFE 360 environmental strategy. Through several initiatives deployed across its supply chains, the Group upholds a strong conviction: to create for the long term, one must return to the source.

For LVMH, regenerative agriculture refers to a set of practices based on a holistic approach, inspired by agricultural knowledge and designed to restore ecosystems, foster biodiversity, improve soil health and strengthen the water cycle. It also involves supporting, over the long term, the communities and value chains on which the Maisons’ supply chains depend.

Within this framework, LVMH has set a target to help regenerate 5 million hectares of natural habitats by 2030. In 2025, 4.3 million hectares had already been preserved, restored or regenerated, including 72,000 hectares through regenerative agriculture practices.

“At LVMH, we know that exception always begins at the source. Behind a great wine, a fragrance or an exceptional raw material lies a living terroir, preserved soils and the artisans who bring them to life. Our role is to transform what the earth gives us most precious through the unique savoir-faire of our Maisons. Regenerative agriculture fully aligns with this vision: it allows us to protect what makes our creations unique, while preparing the future of the supply chains on which our Maisons depend,” says Antoine Arnault, Image & Environment, LVMH.

“Regenerative agriculture is at the heart of our vision for biodiversity within LIFE 360. It reflects a simple conviction: the most demanding creation begins with living ecosystems, preserved soils and resilient value chains. Our role is to work alongside farmers in this transformation in a concrete, measurable way, grounded in field realities, in order to sustainably strengthen the vitality of the living world on which our activities depend,” declares Hélène Valade, Group Environment Development Director, LVMH.

Three initiatives to deploy regenerative agriculture across supply chains

In Australia, LVMH is developing a more sustainable wool supply chain alongside NATIVARegen™, a programme led by the Chargeurs Group. Grazing management, natural soil restoration and the maintenance of plant cover: across several sheep farms, these practices enhance biodiversity and land health, while producing premium wool supplied notably to Dior and Louis Vuitton.

In France, in the heart of Provence, Château Galoupet is developing a model of regenerative organic viticulture through cover crops across the entire vineyard, systematic organic amendments, agroforestry and reforestation. Since 2022, 2,600 trees and shrubs have been planted across 7.5 hectares, representing six species. In 2025, Château Galoupet obtained Regenerative Organic Certified status, one of the most demanding certifications in this field.

In Morocco, in the Khemisset region, Maison Francis Kurkdjian is supporting, together with Reforest’Action, a regenerative agriculture initiative led with Biolandes Maroc, a supplier committed to organic farming since 2003. In a territory particularly exposed to climate challenges, the project aims to sustainably preserve local floriculture - essential to the perfumer’s palette - while supporting the livelihoods of the communities that depend on it. It foresees the planting of 14,000 trees over four years on the Biolandes Maroc farm and supports a sector involving 1,200 pickers and distillers.

Through regenerative agriculture, LVMH reaffirms a core conviction: excellence is first born from the vitality of terroirs, the richness of ecosystems and the resilience of value chains. By acting at the source, the Group anchors its vision of creation in the long term, in the service of a more sustainable luxury, attentive both to living systems and to the savoir-faire that shapes them.

Ahead of World Environment Day, the World Living Soils Forum marks a new milestone in soil protection

Held on 3 and 4 June 2026 at LUMA Arles by Moët Hennessy and ChangeNOW, the third edition of the World Living Soils Forum brought together more than 600 participants, 130 speakers and 60 sessions dedicated to soil regeneration, featuring contributions from Jean-Jacques Guiony, Chairman and CEO of Moët Hennessy, and Antoine Arnault, Image & Environment at LVMH. It illustrates the “joining forces” approach driven by LVMH and Moët Hennessy: bringing together companies, farmers, scientists, institutions and partners to accelerate action.

The forum led to a major institutional announcement. In the lead-up to COP 17 of the UNCCD, Monique Barbut, Minister for Ecological Transition, Biodiversity, and International Climate and Nature Negotiations, announced the creation of a French Hub of the Business for Land (B4L) initiative, hosted within the World Living Soils Forum. With the support of the French Biodiversity Office (OFB) and Entreprises pour l’Environnement (EpE), the ambition is to mobilise the private sector to manage land sustainably and better address the challenges linked to soil degradation.