I suppose they want to educate the public about regenerative...

I suppose they want to educate the public about regenerative farming and thought the two contrary adjectives in the name would generate some quirky interest. I cannot see it myself. The public is not turned on by dirt no matter how PC it is. They stopped eating dirt after the age of 2 years. They are more concerned with health and nutrition than with farming practices and so Healthy Clean Food would be more appealing. The SoGood brand resonates but not Dirty Clean. Even the organic food brigade is unlikely to be attracted by the name.