Kellogg’s is launching a major wheat sourcing programme to provide financial assistance and practical support to UK farmers supplying the company’s Corn Flakes and Rice Krispies brands.
The scheme will cover all of Kellogg’s UK wheat production and aims to accelerate the adoption of regenerative farming methods nationwide. The five-year initiative is being delivered in partnership with regenerative agriculture specialist Soil Capital.
As part of the agreement, 25 wheat growers farming almost 4,000 hectares will receive technical guidance and financial incentives. Participants will also be able to use a combination of field records, soil testing and satellite data to monitor key performance indicators over time.
Dean O’Brien, Kellogg’s UK general manager, said: “At a time when UK farmers are facing challenges, from unpredictable weather, to pressure on productivity, we’re proud to support wheat growers to adopt practices intended to strengthen the resilience of their farms.
“We’ve been at British breakfast tables for over 100 years and we know that we couldn’t do that without the passion and commitment of British Farmers to provide the quality ingredients we need to make our iconic cereals.”
Initial results from the 2025 harvest indicate that participating growers increased the use of direct drilling by 13.84% across their total farmed area. On land dedicated to wheat production, direct drilling rose by 56.06%. The technique is regarded as an important method for improving soil health and strengthening farm resilience.
Kellogg’s said the programme would improve the robustness of its UK wheat supply chain while contributing to its wider climate targets. Agriculture represents approximately two-thirds of the company’s Scope 3 greenhouse gas emissions.
Chuck de Liedekerke, chief executive and co-founder of Soil Capital, added: “Farmers know their land better than anyone.
“Our role is to give them the agronomic insight, reliable measurement and the right incentives to make the transition both practical and worthwhile.”
The partnership reflects wider food and beverage industry trends, including a stronger focus on food manufacturing trends that connect agricultural sourcing with environmental performance. It also highlights how food processing technology, food distribution trends and food and drink industry innovation are increasingly linked to supply chain resilience.
Alongside regenerative agriculture, businesses across the sector are responding to food and drink sustainability priorities, evolving food and drink regulations, and changing expectations around food and drink packaging. These developments are also influencing food and drink marketing strategies as companies communicate sourcing commitments to consumers shaped by food and drink consumer trends.
