Case Information

General Mills: Driving Food Systems Change through Regenerative Agriculture
Rosenzweig, William , Toby Stuart, Elaine Hsu, Emily Pelissier, and Christina Skonberg
Publication date: 11/1/2019, pages 1-24

In 2019, global food company General Mills committed to advancing regenerative agriculture on one million acres of farmland by 2030. It was a risky proposal because a supply chain for regeneratively-grown ingredients doesn’t exist and the company doesn’t own the acreage. Also, the costs and outcome are uncertain. The Natural and Organic Operating Unit is spearheading regenerative practices which sequester carbon instead of contributing to climate change. But while Annie’s Mac & Cheese consumers care about regeneratively grown products, Lucky Charms consumers are mostly unaware of the term. Can an acquired brand drive transformation across a 150-year-old company resulting in the triple-bottom-line they believe is critical for the planet and their long-term viability?

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