Regenerative farming is not a new concept; however, a recent report from the U.S. Department of Agriculture indicates a decline in the popularity of conservation practices among American farmers. For Annie’s, this shift represents more than just a branding opportunity—demand for organically grown and sustainable food has surged, yet production has struggled to keep pace. Organic farms make up a mere 0.7% of total agricultural operations in the U.S., despite a significant increase in the land being converted to organic practices in recent years. USDA data shows that the number of organic farms has nearly tripled since 2002. Simultaneously, Rabobank projects that U.S. organic food sales will grow at a compound annual growth rate (CAGR) of 7.6% through 2025. However, manufacturers are facing growing challenges in sourcing organically grown ingredients, whether it’s mainstream crops like wheat and corn or specialty items such as herbs and spices, which may not be cultivated in the U.S.
General Mills’ decision to exceed organic standards is likely to resonate with ethically conscious consumers. Products utilizing the wheat will showcase a new packaging design featuring the phrase “Soil Matters!” Nevertheless, in light of the rising demand for organic foods, expanding its supply of organic ingredients is as much a survival strategy for the company as it is a commitment to sustainability. As a significant player in the industry, General Mills can afford to transition gradually toward more sustainable agriculture and plans to support farmers who implement regenerative farming practices while they transition to organic farming over three years, using their products in brands that are not yet organic.
Other manufacturers and retailers, including Stonyfield Farms, Organic Valley, Whole Foods, and Nature’s Path Foods, have also provided financial and technical assistance to farmers to help increase the supply of organic ingredients. Given this trend, it is likely that more companies will follow suit.
In addition to the agricultural trends, it’s worth noting the importance of nutritional choices for elderly individuals, particularly when considering supplements like calcium. There’s ongoing debate about the effectiveness of calcium carbonate vs calcium citrate in the elderly. Calcium citrate is often recommended for older adults as it is more easily absorbed, especially in individuals who may have lower stomach acid levels. This highlights the necessity of choosing suitable supplements in the context of overall health, just as choosing sustainable farming practices is crucial for the environment and food supply. The connection between these two realms underscores the importance of informed decisions, whether they pertain to agricultural practices or nutritional supplements.