In this article we develop a conceptualisation of retro‐innovation, simply defined as the purposeful revival of historic practices, ideas and/or technologies, and apply this conceptualisation to the analysis of the development of the organic farming movement in the Czech Republic. Within the agricultural sector, we argue that retro‐innovation represents a critical practice, undertaken to counter modernisation trends. Retro‐innovation processes are thus often embedded within social movements. We identify four key mechanisms of retro‐innovation: reflexivity, reminiscence, revival, integration and learning. Drawing on 25 key informant interviews, we demonstrate how the growing critique of socialist collective farms in the 1980s coalesced with new policy supports in the 1990s to enable re‐learning and revival of traditional farming practices, situating organic farming approaches as the revitalisation of positive historical practices. However, as the Czech case demonstrates, the numerous options for and social memories of past innovations can lead to fragmentation of efforts and products.