General Mills has launched a new initiative to accelerate regenerative agriculture across its Green Giant sweetcorn supply chain.
The programme spans 250 farms supplying General Mills’ Green Giant production site in Landes, south west France.
The initiative aims to expand agroecological practices that enhance soil fertility, safeguard water resources and boost the resilience of sweetcorn production.
Under the programme, General Mills is offering targeted technical and financial assistance, including co-funding the use of cover crops.
The goal is for all Green Giant sweetcorn acreage participating in the programme to be on a transition pathway towards regenerative agriculture practices by the end of 2027.
“Our approach puts producers at the centre, supported by local expertise and robust measurement of progress,” said Benjamin Duché, EU regenerative agriculture lead at General Mills. “By working closely with partners on the ground, we are focused on delivering practical change that supports both environmental outcomes and long-term productivity.”
The initiative forms part of General Mills’ global commitment to advance regenerative agriculture across 400,000 hectares worldwide by 2030.
The company defines regenerative agriculture as a principles-based, holistic approach to farming that strengthens ecosystems and community resilience, underpinned by practices such as minimising soil disturbance, increasing crop diversity and maintaining soil cover.
Agronomy technicians at the Green Giant production site will undergo an 18‑month training programme in partnership with Icosystème to equip them to deliver consistent, field-level guidance tailored to local soil conditions and water management needs.
“Our commitment to quality is as strong now as it was when Green Giant was first founded and we take great pride in the unique and delicious variety of corn consumers have grown to love from Green Giant,” said General Mills UK & Ireland MD Maeve Judge.
General Mills will be working with agricultural co-operative Euralis.
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