General Mills is partnering with American Farmland Trust and Rodale Institute to accelerate regenerative agriculture techniques in key regions, supporting women-owned farms and improving soil health. They are also engaging consumers through their Grow for Good initiative to support regenerative agriculture projects.
General Mills Partnerships: Advancing Regenerative Agriculture and Protecting the Planet
General Mills, the global food company, is taking significant steps to advance regenerative agriculture and protect the planet. Through strategic partnerships with American Farmland Trust and Rodale Institute, the company aims to accelerate regenerative agriculture techniques in key regions such as California and the Northern Great Plains.
( Credit to: Generalmills )
As part of its commitment to regenerative farming, General Mills is collaborating with American Farmland Trust’s Women for the Land program. In celebration of LÄRABAR’s 20th anniversary, the brand will provide grants to women-owned or operated farms in California’s San Joaquin Valley. These grants will support the adoption of regenerative agriculture techniques, ultimately improving soil health and water outcomes in an area facing extreme water stress. General Mills sources all of its almonds from California, making this partnership crucial for the sustainability of their supply chain.
The one-year commitment of $80,000 will fund educational programming and on-farm technical assistance, ensuring equitable access to support for historically underserved farming communities. Through diverse peer-to-peer outreach and educational approaches, American Farmland Trust will enhance the economic viability and climate resilience of local women-run and women-owned farms. To raise awareness about the partnership, select LÄRABAR packaging will feature a QR code that shoppers can scan to access an immersive website experience, providing insights into regenerative almond farming.
General Mills Collaboration with Rodale Institute
In another significant partnership, General Mills has joined forces with Rodale Institute. This multi-year collaboration aims to advance the company’s 2030 regenerative agriculture goal while supporting American farmers. Organic farmers in General Mills’ supply chain will receive practical, on-the-ground technical assistance from Rodale Institute’s organic consultants. The partnership will also focus on monitoring soil health improvements on participating farms and fostering farmer-to-farmer mentorship. These efforts will be concentrated in the Northern Great Plains and California, regions where General Mills sources organic wheat, oat, and tomatoes for brands like Annie’s, Cascadian Farm, and Muir Glen.
Engaging Consumers in the Grow for Good Initiative
General Mills is also engaging consumers in its commitment to regenerative agriculture through its Grow for Good initiative. During Earth Month, shoppers can support the regenerative agriculture movement by using the Fetch rewards app to purchase General Mills brands. By scanning their receipts, consumers can earn up to 3,500 Fetch Points and choose one of four regenerative agriculture projects. General Mills will donate $5 to the selected project, with participating partners including American Farmland Trust, Rodale Institute, and the National Fish and Wildlife Foundation.
Conclusion: A Sustainable Future for General Mills
Through these partnerships and initiatives, General Mills aims to further its commitment to regenerative agriculture and achieve its goal of one million acres of regenerative agriculture farmland by 2030. By protecting the planet and supporting farmers, General Mills is ensuring a sustainable food supply for future generations.