General Mills Says Consumers Drive Regenerative Ag Focus

Large corporations are focusing on regenerative agriculture because consumers think they should, according to Jay Watson from General Mills.

He told the Soil Health Institute virtual conference in late July that research from the Washington-based Hartman Group has shown this to be the case.

Consumers were asked who bears responsibility for making the world more sustainable.

“Consumers are shifting this responsibility to large companies from governments,” said Watson. “Some consumers see large food companies, and large companies in general, being part of the challenge or problem, so they’re pushing us to be part of the solution.”

Watson leads the company’s sustainability and regenerative agriculture efforts. General Mills has made several commitments toward sustainability in the last few years, including sourcing sustainable ingredients. Watson said it became apparent that there was work to be done upstream, at the farm level, as the company examined its own efforts.

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