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In recent years, the agriculture sector has been seeking more sustainable roots. But there’s a problem with sustainability – current practices including constant tillage and over-fertilizing simply aren’t working. Sustaining a broken system doesn’t address massive-scale issues like climate change, suffering rural communities and a growing number of mouths to feed around the globe.
Now, farmers, suppliers and food brands are working together to turn over a new leaf — they’re looking to regeneration instead of just sustainability. The nomenclature is important. While sustainability focuses on maintaining natural resources by improving efficiencies and reducing harmful effects of current processes, regeneration fundamentally rethinks the whole system.
“We need transformative change, and that’s part of the reason why we need to talk about our goals differently,” says Steve Rosenzweig, PhD, a soil scientist at General Mills. “It’s not enough to sustain the current degraded state of our ecosystems; we really need to build resilience back into them.”
Regenerative agriculture (or “regenerative ag”) looks at modern farming through a holistic, long-term lens by treating farms as individual ecosystems that can be redesigned to work in sync with nature. At the same time, this method aims to dramatically cut the industry’s carbon footprint — land clearing and conventional farming is responsible for about one-third of global greenhouse gas emissions — while strengthening the food supply chain. In fact, regenerative ag takes it one step further, drawing carbon from the atmosphere and storing it in the soil, which can contribute to slowing down climate change.
It’s not enough to sustain the current degraded state of our ecosystems; we really need to build resilience back into them.
Steve Rosenzweig, soil scientistTo help farmers adopt regenerative ag and reap the benefits — including economic resilience — General Mills has committed to advancing six core principles, detailed below, on one million acres by 2030. The food company’s multi-year pilots with customized coaching and consulting for farmers are already underway.
“We’ve seen regenerative ag bring hope back,” says Rosenzweig. “Regenerative farmers feel like they have more control over their fate. They’re more optimistic and hopeful about the future. Combined with being more profitable and having a resilient system, these are the ingredients needed to stem the flow of people leaving these rural communities.”

















Now that we’ve covered how it works, it’s time to focus on why shifting to regenerative ag is so necessary. From fields to farm systems to the global food supply chain, everything is interconnected. We need to transform our agricultural systems – and the time is now.
"Over time, by implementing these regenerative principles, we’re able to restore health to our soils, which then can store more carbon and hold more water, without requiring the use of so many synthetic inputs like fertilizers and pesticides." Mary Jane Melendez
“[With conventional farming], on average, about 40% of the nitrogen — the most abundant fertilizer – is completely lost because farmers are reliant on 'leaky' synthetic fertilizers and there are no cover crops to keep them in the soil. It’s going into water, it’s going into the air and it doesn’t do good things there. That’s not good for the farmers, because fertilizer is really expensive. If they’re losing 40% of it, that’s just money going down the drain, literally.” Steve Rosenzweig

To further advance regenerative agriculture efforts, General Mills has launched pilot programs in the Northern and Southern plains and Great Lakes region—including US states like North Dakota and Michigan and the Canadian provinces of Manitoba and Saskatchewan. The programs pair “renaissance farmer” coaches who are experts in regenerative agriculture with farmers hoping to apply the principles and enhance operations on their own farms.
The pilots, first launched about a year and a half ago, begin with inviting farmers to participate in two-day General Mills-sponsored Soil Health Academies. The academies educate farmers on the six regenerative agriculture principles and elaborate upon how they might be applied within the context of each unique piece of land.
Next, farmers interested in learning more and participating in pilot programs submit an application. General Mills then selects participants for a three-year program, pairing farmers with a coach from agriculture consulting and education firm Understanding Ag. Together, coach and farmer develop a custom implementation plan, which might include steps like identifying fields best suited for regenerative ag trials and selecting optimal cover crops.
A key part of program success is tied to helping farmers develop a network of others seeing positive results; it helps fuel optimism and interest. “We want to show that farmers really can be profitable in growing food for the world today,” says Melendez. For the first couple of pilots, farmer interest doubled General Mills’ initial expectations, which led the company to expand upon the initiative.
We want to show that farmers really can be profitable in growing food for the world today
Mary Jane MelendezThese collaborative, customized programs yield crops that ultimately find their way into General Mills products – a farmer might apply regenerative agriculture principles when growing oats used in Cheerios or Nature Valley granola bars. The dairy pilot that’s underway supplies milk to General Mills’ Yoplait plant in Reed City, Michigan.
This snowball effect can create real and lasting change, pushing agriculture beyond just the realm of sustainability. “The magnitude of the challenge requires a different goal. What we’re trying to do is systems-level change,” says Rosenzweig. “And it’s ambitious, but that’s what the moment requires.”