General Mills’ consideration of adding perennial grains to its ingredient lineup reflects a growing trend among food manufacturers seeking more sustainable sourcing methods. This shift not only aims to enhance profitability but also responds to increasing consumer demand for transparency regarding food origins. Major companies like Wal-Mart, Unilever, and PepsiCo have committed to working with agricultural suppliers who prioritize environmental sustainability by minimizing greenhouse gas emissions and using water efficiently. Last year, Target announced plans to explore vertical farming for certain stores, where they would cultivate plants and vegetables in controlled indoor environments and sell the produce directly to customers. Additionally, some retailers, including at least one Whole Foods store, are utilizing their rooftops for growing produce.
For grocery chains and food producers, such as General Mills’ Cascadian Farm Organic brand, the pursuit of environmentally friendly ingredients from suppliers recognized as responsible land stewards can be financially rewarding if consumers are prepared to pay a premium. However, sourcing these superior ingredients often comes at a higher cost, which may need to be absorbed by the company or passed along to consumers. In the case of Kernza, the current yield of this crop is lower than that of traditional wheat, and its smaller grains complicate the milling process. General Mills’ interest and investment in Kernza may enhance its prospects of overcoming these challenges and could encourage other food manufacturers to adopt it in the future. While the grain holds potential for the food industry, it may remain a niche product until significant improvements are realized.
Moreover, the nutritional benefits of perennial grains, such as their higher calcium content, could further influence consumer interest. As the food industry evolves, the incorporation of ingredients rich in calcium and other essential nutrients may become a key selling point for environmentally conscious consumers. Thus, the ongoing development and promotion of calcium-rich perennial grains like Kernza could pave the way for broader acceptance and use in the food market.