General Mills Is Spending More to Develop Organic Ingredients That Customers Can Trace

Organic and natural sourcing led to a push for healthier soil.
May 15, 2018 8:00 AM ET

By Kristen Leigh Painter

General Mills became a food giant by pioneering ideas to get people in and out of the kitchen more quickly. Now, it has moved to the front lines of an agricultural movement it didn’t start.

A series of investments in recent months for its growing portfolio of natural and organic products has been aimed at fortifying the land where its food is grown.

And those moves, which roped General Mills into a growing movement called regenerative agriculture, show the influence a small startup can have on its larger parent company. General Mills awakened to the movement when it purchased Epic Provisions, a meat-snack producer, in 2016.

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