General Mills initiatives aim to accelerate regenerative agriculture adoption

New initiatives from General Mills, in partnership with American Farmland Trust and Rodale Institute, aim to accelerate regenerative agriculture in regions where the company sources organic wheat, oats and tomatoes.

The partnerships will advance General Mills’ goal of one million acres of regenerative agriculture farmland by 2023, according to a news release.

The multi-year partnership with Rodale Institute will provide organic farmers in General Mills’ supply chain with technical assistance from Rodale’s organic consultants. General Mills will also track soil health on participating farms and develop mentorship forums focused on California and the Northern Great Plains.

“We commend General Mills for its leadership in advancing regenerative organic agriculture,” Jeff Tkach, chief impact officer at Rodale Institute, said in the release. “This collaboration signals their commitment to regenerate farming landscapes and champion organic farmers while meeting growing consumer demand for organic food.”

In honor of the 20th anniversary of General Mills’ LARABAR line of energy bars, the brand is partnering with American Farmland Trust’s Women for the Land program to deliver grants for women-owned or -operated farms in California’s San Joaquin Valley to support adoption of regenerative agriculture.

General Mills sources 100% of its almonds from California, according to the release.

The one-year, $80,000 commitment will fund educational programming and on-farm technical assistance. Select LABABAR packaging will include a QR code that can be scanned to explore regenerative almond farming.

“The Women for the Land program is proud to partner with LARABAR on our inaugural program,” said Gabrielle Roesch-McNally, program director. “Through grants and technical assistance, this program will specifically help reach small-scale women farmers who do not always have the same opportunities to access traditional conservation incentive dollars, which can help fill critical gaps in the regenerative adoption system.”

Throughout April, which is Earth Month, consumers can support regenerative agriculture through the Grow for Good initiative. Shoppers who buy a minimum of $35 worth of General Mills products during the month can scan receipts through the Fetch rewards app to earn points and pick one of four agriculture projects to which General Mills will donate $5.

“As a global food company rooted in agriculture, we’re dependent on natural resources,” Jon Nudi, General Mills group president, North American retail, said. “We’re focused on regenerating our planet and protecting the food supply for future generations.”