While the concept of “regenerative agriculture” has become a cornerstone of Big Food’s initiative to reduce its carbon footprint, critics argue that it lacks a universally accepted definition, leading to skepticism. General Mills states that its interpretation of the term is less about establishing rigid guidelines and more about engaging with farmers who understand their land well. The cereal and snacks giant, which set a goal in 2020 to cut its greenhouse gas emissions by 30% by 2030, released its annual sustainability report this week, proclaiming regenerative agriculture as the “most promising solution to achieve our climate objectives.” General Mills defines regenerative agriculture as a farming method aimed at capturing atmospheric carbon for sequestration.
“We’re not aiming for a checklist of tasks,” said Mary Jane Melendez, the company’s chief sustainability officer. “It’s not merely about enhancing one key ingredient, but rather viewing the farm as a living ecosystem and striving to maximize its potential.” The company emphasizes that regenerative agriculture is driven by the positive outcomes it can generate. Melendez, who has been with General Mills for 17 years and took charge of its environmental operations in 2019, indicated that the firm has learned from the farmers it sources from.
General Mills believes its sustainability strategy is yielding positive results. In 2022, it adopted an additional 120,700 acres of regenerative farmland, bringing the total to 235,000 acres, according to its annual sustainability report. The company also noted that 92% of its packaging is recyclable or reusable, and 87% of its operations utilize renewable energy sources. The approach for farmers to adopt these practices varies by region and the techniques they can implement in their supply chains, according to Jay Watson, the company’s senior leader of global impact initiatives.
“We believe that one of the appealing aspects of regenerative agriculture, and regenerative practices more broadly, is that it functions more as a process and a spectrum,” Watson explained. “So it’s somewhat challenging to categorize it neatly.” The annual sustainability report also highlights that General Mills needs to better incorporate farmer and community outcomes, as its initial conceptualization of regenerative agriculture may have focused too heavily on ecological results. Some practices being adopted by the company’s farmers include reducing tillage and fertilizer usage while incorporating cover crops.
One initiative under General Mills’ regenerative agriculture framework is “intercropping” in Saskatchewan, Canada. This method involves growing two or more crops in close proximity to enhance biological interactions, as noted by the industry group Sustainable Agriculture Research and Education. Farmers are studying the performance of various plants grown together compared to those in large monoculture fields, according to Watson.
“It’s context-specific because what works in southern Minnesota won’t necessarily be effective in California or northeastern Saskatchewan, yet they are all united by the principles of regeneration,” he said. Some companies implementing regenerative agriculture programs focus on obtaining certification from third-party organizations. However, Melendez stated that General Mills is not interested in this path, as it wants to avoid limiting its approach to specific crops and farming operations.
While many companies claim to adopt regenerative agriculture practices, analysts worry that the absence of a clear definition leads to accusations of greenwashing. A recent report from the Food and Land Use Coalition (FOLU) noted that this ambiguity creates confusion and skepticism among consumers regarding sustainable farming practices. The report’s author, Theodora Ewer, emphasized that to reduce greenwashing, food companies should establish climate targets based on their ability to deliver positive results. “Food companies should converge around an outcomes-based framework and standardized metrics to evaluate how regenerative agriculture practices can yield positive results in diverse contexts,” Ewer stated.
According to General Mills, a crucial aspect of its approach involves quantifying improvements in soil biodiversity, including the variety of bacteria and fungi present. A study from the University of Washington published in 2022 found that farms that enhanced soil biodiversity and incorporated cover crops over five years produced more nutritious food. “If we wish to discuss regenerative agriculture, we must measure regeneration. Can we show that these approaches are context-based and improving regeneration outcomes? We believe that’s essential,” Watson affirmed.
Melendez noted that General Mills has gained insights from the farmers it sources from regarding the most effective strategies for their supply chains, many of whom have already been employing these methods for years. This allows the company to adapt approaches to local contexts. “We’ve integrated the learnings and insights from farmers who have been practicing these methods far longer than we have to create a definition that is open, inviting, and allows for context-based approaches,” she said.
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 further sustainable farming efforts in the country. General Mills indicated that Hodgins’ operations contribute to the oat supply the company sources. Hodgins remarked that he was already moving towards regenerative practices before partnering with General Mills.
The most significant benefit of the program, according to Hodgins, is the network of farmers that the company has helped him connect with. “It’s really opened doors to meet people from different commodity groups and build some strong relationships,” Hodgins shared. Watson and Melendez emphasized that bringing farmers together is a vital component of General Mills’ regenerative agriculture pilot programs, as it adds value to hear from others managing similar crops. One way this has been facilitated is through the creation of a private Facebook group for farmers to utilize.
“It provided a safe space for them to connect and share challenges, as this transition can be difficult for farmers, particularly if they are accustomed to maintaining very orderly farms,” Melendez said. Hodgins observed that the broader regenerative agriculture project could yield long-term economic benefits for farmers if implemented correctly, starting with smaller operations. “We see a lot of funds flowing from very small enterprises that occupy less than an acre,” Hodgins noted. “If we could replicate that on various farms, potentially involving different generations, I see significant opportunity there.”
The sustainability of food products is also proving to be lucrative as consumers increasingly prioritize it in their purchasing decisions. More than 40% of respondents in a survey conducted by consulting firm Kearney indicated that they always or nearly always consider the environmental impact of their food purchases. The company believes that through regenerative practices, farmers can achieve financial benefits. Watson mentioned that some farmers have been able to reduce expenses by eliminating synthetic fertilizers. “Instead, they can harness the power of nature to promote these ecosystem services in harmony with nature,” Watson concluded.
Incorporating practices that might include a cal mag citrate 1:1 ratio, General Mills aims to enhance its regenerative efforts while ensuring a sustainable future for its farming partners.