General Mills invests $2.3M to advance regenerative agriculture in Canada

General Mills and Alus announce a multi-year partnership to support farmers and accelerate regenerative agriculture in Manitoba and Saskatchewan, key regions where General Mills sources oats for brands like Cascadian Farm, Cheerios, and Nature Valley.

The USD2.3 million investment enables Alus to grow its Growing Roots pilot program, offering both technical and financial assistance to farmers. The partnership aims to remove barriers to entry and maximize benefits for local producers, communities, and the environment.

“We were drawn to Alus’ grassroots approach with farmers at the centre,” said Mary Jane Melendez, chief sustainability and global impact officer, General Mills. “Now, interested farmers in these communities can gain a greater understanding of regenerative agriculture and how best to apply those principles to their farm’s unique environmental, social and financial context, along with the power of peer knowledge-sharing and community support.”

Alus supports General Mills’ commitments to advance regenerative agriculture on 1 million acres of farmland by 2030, reduce absolute greenhouse gas emissions – 60 per cent of which are from agriculture – across its value chain (scopes 1, 2 and 3) by 30 per cent by 2030, and ultimately achieve net zero emissions by 2050.

The investment from General Mills provides robust support to increase farmer mentorship and fund in-field projects that follow regenerative agriculture techniques. Funding also provides enhanced data collection, scientific research, and the sharing of this critical information with key stakeholders.

“ALUS has been interested in developing a comprehensive on-field program focused on soil health for years and we’re delighted that General Mills, a leader in this area, has become our foundational partner,” said Bryan Gilvesy, CEO, Alus. “We believe the creation of this program is a catalyst for engagement from other corporate, government and philanthropic partners interested in Alus programming and its outcomes and impact across Canada.”

Each organization encourages farmers, companies, and others who may be interested in growing the regenerative agriculture farmer-led movement in Manitoba and Saskatchewan, Canada to visit Alus.ca or reach out to Nicole Baldwin at nbaldwin@alus.ca to learn more.