babel-preset-react-app not picking up environment variables

Failed to compile
./src/index.js
Module build failed: Error: Using `babel-preset-react-app` requires that you specify `NODE_ENV` or `BABEL_ENV` environment variables. Valid values are "development", "test", and "production". Instead, received: "undefined". (While processing preset:"C:\\Users\\mitch\\OneDrive\\Development\\Git\\react-seed\\node_modules\\babel-preset-react-app\\index.js") at Array.map (native)

I keep getting the above error no matter how many weird and wonderful ways I try to set either the environment or the environment variables since updating my react-app and I even get this on a fresh app created from the 'create-react-app' scripts - What am I clearly doing wrong?

via Phantom Engine