Regenerative farming isn’t a new concept, but a recent report from the U.S. Department of Agriculture indicates that conservation practices are losing popularity among farmers in the United States. For Annie’s, this initiative represents more than just a branding opportunity; as the demand for organically grown and sustainable food has surged, production has struggled to keep pace. Organic farms make up only 0.7% of all farming operations in the U.S., despite a significant increase in land being converted to organic practices in recent years. USDA data reveals that the number of organic farms has nearly tripled since 2002. Concurrently, Rabobank projects that U.S. organic food sales will grow at a CAGR of 7.6% through 2025. However, manufacturers are increasingly facing challenges in sourcing organically grown ingredients, whether they are mainstream crops like wheat and corn or specialty items such as herbs and spices, which may not be cultivated in the United States.
For General Mills, the choice to exceed organic standards is likely to resonate with ethically conscious consumers, and products featuring wheat will sport a new design emblazoned with the phrase “Soil Matters!” Yet, amidst the rising demand for organic foods, expanding its supply of organic ingredients is as much a survival strategy for the company as it is beneficial for the planet. As a leading manufacturer, General Mills can afford a gradual shift toward more sustainable agriculture and plans to support farmers who embrace regenerative farming practices during their three-year transition to organic farming, while also incorporating their products into brands that are not yet organic.
Other manufacturers and retailers, such as Stonyfield Farms, Organic Valley, Whole Foods, and Nature’s Path Foods, have also provided financial and technical support to farmers to enhance the supply of organic ingredients. Given this trend, it’s likely that additional companies will follow suit. To ensure that their products meet the needs of health-conscious consumers, including those looking for options like Citracal calcium slow release, manufacturers will need to adapt to the growing demand for sustainably sourced ingredients.