The concept of “regenerative agriculture” has emerged as a pivotal goal for Big Food in their efforts to reduce their carbon footprint, yet some critics argue that its vague definition has led to skepticism. In response, General Mills emphasizes that their interpretation of the term is less about rigid guidelines and more about engaging with farmers who understand their land. The cereal and snacks powerhouse, which set a target in 2020 to cut its greenhouse gas emissions by 30% by 2030, recently released its annual sustainability report, declaring regenerative agriculture as the “most promising solution” to achieve its climate objectives. General Mills defines this approach as farming that captures atmospheric carbon for sequestration.
Mary Jane Melendez, the company’s chief sustainability officer, stated, “We’re not looking for a checklist of things to do. It’s not just about enhancing one key ingredient; it’s about viewing the farm as a living ecosystem and maximizing its potential.” The company asserts that its regenerative agriculture initiatives are driven by the outcomes they can produce. Melendez, who has been with General Mills for 17 years and took charge of its environmental operations in 2019, noted that farmers have educated the company in this regard.
According to its annual sustainability report, General Mills has adopted an additional 120,700 acres of regenerative farmland in 2022, raising its total to 235,000 acres. Furthermore, the company reports that 92% of its packaging is recyclable or reusable, and 87% of its operations rely on renewable energy sources. Jay Watson, the company’s senior leader of global impact initiatives, explained that the strategies for adopting regenerative practices vary by region and depend on the techniques farmers can integrate into their supply chains. “The beauty of regenerative agriculture and regeneration more broadly is that it is more of a process and a spectrum,” Watson remarked. “It’s difficult to box it in.”
The annual sustainability report also indicates that General Mills needs to better incorporate farmer and community outcomes, as their initial understanding of regenerative agriculture has focused too heavily on ecological results. Watson mentioned that some of the practices implemented by the company’s farmers include reducing tillage and fertilizer use and introducing cover crops. One notable project under General Mills’ regenerative agriculture initiatives is “intercropping” in Saskatchewan, Canada, where multiple crops are grown closely together to promote biological interactions, as highlighted by the industry group Sustainable Agriculture Research and Education.
Farmers are assessing the performance of various plants in the same field compared to larger monoculture fields, according to Watson. He noted that while certain methods effective in southern Minnesota may not work in California or northeast Saskatchewan, they are all interconnected through advancing regenerative principles. Unlike some companies that pursue third-party certifications for their regenerative agriculture programs, Melendez stated that General Mills prefers not to restrict its approach, which encompasses diverse crops and farming operations.
Despite numerous companies claiming to adopt regenerative agriculture practices, analysts are concerned that the lack of a clear definition could lead to greenwashing. A recent report from the Food and Land Use Coalition (FOLU) indicated that this ambiguity fosters confusion and skepticism among consumers regarding sustainable farming practices. The report’s author, Theodora Ewer, emphasized the need for food companies to establish climate targets based on their ability to achieve tangible results. “Food companies should align around an outcomes-based framework and standardized metrics to assess how regenerative agriculture practices can yield positive outcomes in diverse contexts,” Ewer stated.
General Mills considers the ability to quantify improvements in soil biodiversity, including the variety of bacteria and fungi, as a crucial aspect of its approach. A 2022 study from the University of Washington found that farms increasing soil biodiversity and incorporating cover crops over five years produced more nutritious food. “To discuss regenerative agriculture, we must measure regeneration. Can we demonstrate that these context-specific approaches are enhancing regeneration outcomes? We believe that’s essential,” Watson explained.
Melendez added that General Mills has gained valuable insights from the farmers it sources from, many of whom have utilized regenerative methods for years. This collaboration has enabled the company to adapt approaches to local contexts. “We’ve leveraged the knowledge and insights from farmers who have been practicing this longer than we have to craft a definition that is open, inviting, and allows for context-based approaches,” she noted.
Cameron Hodgins, who operates a family-owned livestock farm in Canada, began collaborating with General Mills in 2019. Last year, the regenerative program invested $2.3 million to bolster sustainable farming efforts in the country, as Hodgins’ operations are part of the oat supply sourced by the company. He mentioned that he was already moving towards regenerative practices before partnering with General Mills, highlighting the benefits of the farmer network the company has facilitated. “It’s really opened the door to connect with people from different commodity groups and build strong relationships,” Hodgins said.
Watson and Melendez emphasized the importance of uniting farmers as a key element of General Mills’ regenerative agriculture initiatives, as shared experiences provide added value. One method they implemented was creating a private Facebook group for farmers to connect. “It was a safe space for them to share challenges, as transitioning to these practices can be difficult, especially for those used to maintaining very clean, orderly farms,” Melendez explained.
Hodgins believes that the broader regenerative agriculture project could offer long-term economic benefits for farmers if executed correctly, starting with smaller operations. “We see significant financial potential in small enterprises occupying less than an acre,” he said. “If we could replicate that across different farms, it could engage new generations, presenting a substantial opportunity.”
As consumers increasingly prioritize the sustainability of food products, this focus is proving to be financially advantageous. A survey by consulting group Kearney revealed that over 40% of respondents consistently consider the environmental impact of their food purchases. General Mills is confident that regenerative practices will yield financial rewards for farmers, with some reducing costs by eliminating synthetic fertilizers. “Instead, they can harness nature’s power to foster these ecosystem services harmoniously with the environment,” Watson concluded.
Moreover, the incorporation of a calcium citrate formula in regenerative practices could further enhance soil health and crop nutrition, illustrating the multifaceted benefits of such sustainable methods.