General Mills has launched a new regenerative agriculture initiative across its Green Giant™ sweet corn supply chain in south‑western France, partnering with agricultural cooperative Euralis to accelerate the adoption of agroecological practices and strengthen long‑term farm and supply chain resilience.
Strengthening a tightly integrated European supply chain
The programme spans 250 farms supplying the Green Giant production site in the Landes region, where the brand has been rooted since 1976. All farms lie within 200km of the facility, forming a tightly connected European supply chain that underpins reliable quality and availability for UK and EU markets.
Green Giant remains one of the UK’s most recognisable ambient vegetable brands, with 2025 retail sales surpassing £47.7 million and strong repeat purchasing. The initiative reinforces General Mills’ long‑term quality positioning while responding to consumer expectations around sustainability and traceability.
“Our commitment to quality is as strong now as it was when Green Giant was first founded,” said Maeve Judge, marketing director UK & Ireland at General Mills. “We take great pride in the unique and delicious variety of corn consumers have grown to love.”
Scaling regenerative practices to protect soils and water
The programme focuses on accelerating soil‑building and water‑protection practices, including co‑financing wider use of cover crops between maize harvests to reduce erosion, enhance fertility and improve water retention.
Agronomist technicians at the Green Giant site will undergo an 18‑month training programme with Icosystème, equipping them to deliver consistent field‑level support tailored to regional soil and water challenges.
Euralis will integrate the initiative into its Opti’Ag advisory programme, which focuses on soil diagnostics, cover cropping and water management across all contract crops.
“As a leader in regenerative agriculture practices in its territories, Euralis is committed to deploying Opti’Ag across all its contract crops, including the 250 Green Giant producers,” said Cédric Brana, head of the Fruit and Vegetable Producers’ Organisation at Euralis.
Part of a global 400,000‑hectare regenerative ambition
The initiative forms part of General Mills’ global goal to advance regenerative agriculture across 400,000 hectares by 2030. The company defines regenerative agriculture as a principles‑based approach that strengthens ecosystems by increasing crop diversity, maintaining soil cover and minimising soil disturbance.
General Mills is already running similar European pilots, including work with dairy producers supplying Häagen‑Dazs in northern France.
“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. “We’re focused on delivering practical change that supports environmental outcomes and long‑term productivity.”
