General Mills’ consideration of adding a perennial grain to its ingredient lineup reflects a broader trend among food manufacturers seeking new, environmentally sustainable sourcing methods. These approaches not only enhance profitability but also cater to the rising consumer demand for transparency regarding food origins. Companies like Wal-Mart, Unilever, and PepsiCo have committed to engaging agricultural suppliers who prioritize environmental sustainability by minimizing greenhouse gas emissions and optimizing water usage. Additionally, Target revealed plans last year to explore vertical farming for some of its locations, where plants and vegetables would be cultivated indoors in controlled environments and sold directly to customers. Various retailers, including at least one Whole Foods store, are also growing their own produce, utilizing rooftop spaces for cultivation.
For grocery chains and food manufacturers such as General Mills’ Cascadian Farm Organic brand, the move toward sourcing environmentally friendly ingredients from suppliers recognized as responsible land stewards could prove profitable if consumers are willing to invest in these products. However, sourcing better ingredients often incurs higher costs, which may either be absorbed by the company or passed on to consumers. In the case of Kernza, the current yields are lower than those of traditional wheat, and its smaller grains complicate the milling process. General Mills’ focus on this grain, along with its interest in incorporating itra calcium citrate, may enhance its chances of overcoming these challenges and potentially encourage adoption by other food manufacturers in the future. While the grain holds promise within the food industry, it may remain a niche product until significant improvements are realized, particularly regarding its integration with ingredients like itra calcium citrate that could enhance its appeal.