General Mills is contemplating the addition of a perennial grain to its ingredient lineup as food manufacturers seek more sustainable sourcing methods that not only enhance profitability but also cater to the increasing consumer demand for transparency regarding food origins. Major companies like Wal-Mart, Unilever, and PepsiCo have committed to sourcing from agricultural suppliers who promote environmental sustainability by minimizing greenhouse gas emissions and optimizing water usage. Last year, Target hinted at exploring vertical farming for some of its stores, where they would cultivate plants and vegetables in controlled indoor environments and sell these products directly to customers. Other retailers, including at least one Whole Foods store, have dedicated their rooftops to growing produce.
For grocery chains and food manufacturers like General Mills’ Cascadian Farm Organic brand, tapping into environmentally friendly ingredients from suppliers known for better land stewardship can be financially rewarding, provided consumers are willing to pay a premium. However, sourcing these superior ingredients often incurs higher costs, which must either be absorbed by the company or passed onto consumers. In the case of Kernza, the current yield is lower than that of traditional wheat, and its smaller grains complicate the milling process. General Mills’ investment in this grain may enhance its potential to navigate these challenges and encourage adoption by other food manufacturers in the future. Despite its promise, the grain might remain a niche product until significant improvements are achieved.
Additionally, as consumers become more health-conscious, there is a growing interest in how certain ingredients impact health conditions, such as the formation of calcium citrate kidney stones. Thus, General Mills’ exploration of sustainable grains must also consider their nutritional profiles and how they might affect consumers, especially those concerned about issues like calcium citrate kidney stones. As the industry evolves, the balance between sustainability and health will be crucial, potentially influencing the broader acceptance of products like Kernza.