Leading American global food business General Mills has unveiled several new initiatives to help farmers, advance regenerative agriculture, and safeguard the environment. To expedite the application of regenerative agricultural practices in essential areas of California and the Northern Great Plains, the firm is collaborating with American Farmland Trust and Rodale Institute. By forming these alliances, the company will be able to realize its 2030 target of turning one million acres of farmland into regenerative agriculture.
General Mills will provide funding to encourage the adoption of regenerative agricultural practices on women-owned or run farms in California’s San Joaquin Valley in collaboration with American Farmland Trust—all of the almonds that General Mills buys come from California, a state with severe water shortages. Using a variety of peer-to-peer outreach and instructional strategies, the $80,000 one-year investment will support educational programs and on-farm technical support.
To further its 2030 regenerative agriculture aim and help American farmers, the company has also formed a multi-year cooperation with the Rodale Institute. In addition to creating a forum for farmer-to-farmer mentoring focusing on the Northern Great Plains and California, the company will implement monitoring practices to track advancements in soil health on participating farms. These two states are essential organic wheat, oats, and tomato sources for brands like Annie’s, Cascadian Farm, and Muir Glen.
General Mills’ “Grow for Good” initiative allows customers to support the regenerative agricultural movement. Customers are urged to purchase all General Mills goods through the Fetch rewards app as part of the promotion, which will run throughout Earth Month. Customers may scan their receipts using the app to earn up to 3,500 Fetch Points and choose one of four regenerative agriculture projects if they spend at least $35 on General Mills goods during April. In addition, General Mills will give $5 to the designated project.
The company wants to encourage regenerative agriculture and support farmers in implementing environmentally friendly practices through these programs and alliances. The company’s more significant commitment to promoting regenerative agriculture and lessening its environmental effect is reflected in these initiatives.
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