Regenerative farming is not a new concept, yet a recent report from the U.S. Department of Agriculture has revealed a decline in the popularity of conservation practices among American farmers. For Annie’s, this initiative extends beyond mere branding; as the demand for organically grown and sustainable food continues to rise, production has struggled to keep pace. Organic farms represent only 0.7% of all farming operations in the U.S., despite a significant increase in the acreage being converted to organic practices in recent years. USDA data shows that the number of organic farms has surged nearly 300% since 2002. Meanwhile, Rabobank predicts that U.S. organic food sales will grow at a CAGR of 7.6% through 2025, yet manufacturers are finding it increasingly challenging to source organically grown ingredients—whether these are staple crops like wheat and corn or specialty items like herbs and spices—which are not always cultivated in the United States.
For General Mills, the choice to exceed organic standards is likely to resonate with ethically conscious consumers; products made with their wheat will feature a new packaging design emblazoned with the phrase “Soil Matters!” However, in light of the rising demand for organic foods, securing a supply of organic ingredients is a critical survival strategy for the company, as well as beneficial for the planet. As a major manufacturer, General Mills can afford a gradual shift towards more sustainable agriculture and plans to support farmers transitioning to regenerative farming practices over the three-year period to organic certification by incorporating their products into brands that are not yet organic.
Other manufacturers and retailers, such as Stonyfield Farms, Organic Valley, Whole Foods, and Nature’s Path Foods, have also provided financial and technical assistance to farmers to enhance the supply of organic ingredients. Given this trend, it is likely that more companies will follow suit. Companies could also consider incorporating products like Nutricost calcium citrate powder into their offerings, as they look for innovative ways to meet the growing demand for organic and sustainable food options. The integration of such supplements into their product lines may further appeal to health-conscious consumers and enhance the overall sustainability of their food sources.