Mars Petcare, Royal Canin, and ADM are spearheading a regenerative agriculture initiative to encourage sustainable farming practices such as reduced tillage and cover cropping.
Regen ag, while not universally defined, broadly seeks to mitigate climate change, improve soil health, restore biodiversity, enhance ecosystems, and support human well-being.
The Mars and ADM program aims to lower fertilizer use, boost carbon sequestration, and reduce the environmental footprint of the US pet food industry.
The alliance aligns with ADM’s commitment to adopt regenerative practices on five million acres by 2025.
Financial incentives and technical support are offered to corn farmers in Iowa, Minnesota, and Nebraska to facilitate the adoption of techniques like no-till farming, optimized fertilizer use, and efficient pesticide application.
Measuring outcomes
To quantify ecological benefits, the initiative uses tools like the USDA COMET Planner and the Field-to-Market Fieldprint Platform.
“These tools ensure accurate reporting and build trust among stakeholders,” said John Grossmann, president, North American oilseeds crush and grain at ADM.
Regenerative agriculture delivers measurable outcomes through improved soil microbial diversity, crop rotation, and responsible resource management, he added.
“The program [with Mars Petcare] aims to maximize biodiversity, with an emphasis on crops, soil microbes and pollinators, as well as responsibly manage nutrient and pesticide inputs.
“We’ve seen positive outcomes from other similar partnerships, which has helped demonstrate the tangible benefits of regenerative practices while providing data to reinforce the program’s value for farmers and stakeholders.”
Scaling practices across industries
ADM’s partnership with Mars and Royal Canin complements similar collaborations with brands like PepsiCo, Nestlé, and Carlsberg, aiming to scale regenerative agriculture throughout the food and beverage industry, said Grossmann.
“While the initial focus of our partnership with Mars is on corn farmers in the Midwest, our broader regenerative agriculture efforts encompass multiple crops,” he told FeedNavigator.
He stressed the importance of collaboration, saying success depends on stakeholders, agronomic experts, and data-driven partners working together to unlock the full potential of these practices.
Consumer pressure
Mars Petcare and Royal Canin are integrating regenerative agriculture into their supply chains to meet growing consumer demand for sustainable products.
Research highlights this trend:
- 42% of global pet owners prefer sustainably sourced ingredients (FMCG Gurus).
- 66% express concern about climate change and take steps to mitigate it (Euromonitor, 2023).
- 63% of US pet owners aged 18–34 favor eco-friendly pet food brands (Mintel).
“Regenerative agriculture aligns with our climate strategy and consumers’ expectations for sustainability,” said Jon Peattie, Senior Vice President of Commercial at Mars Petcare US.
Expanding partnerships
Mars Petcare and Royal Canin are also partnering with organizations like The Andersons, Riceland Foods, and the Soil and Water Outcomes Fund, targeting agricultural regions across Arkansas, Iowa, Kansas, Missouri, Nebraska, Ohio, Michigan, and Ontario, Canada.
Read more: Mars is working with Royal Canin farmers in France and Belgium on regen ag practices
Other industry players, including Nestlé Purina and Cargill, are advancing regenerative agriculture. Their joint efforts aim to reduce the carbon footprint of Nestlé Purina’s grain supply by 40% over three years, building on prior work in beef and cocoa supply chains.
Barriers to adoption
Despite this focus, regenerative agriculture adoption remains limited in the US.
Stuart Derechin, vice president, global partner leader at Cargill, pointed out the key challenges: “The limited adoption is largely due to barriers such as a lack of awareness regarding economic advantages, limited access to demand markets, and difficulty securing market premiums for sustainably grown crops and commodities.”
Talking to this publication in April, he further emphasized the need for tailored support:
“That’s why we partner with farmers and support them in adopting practices that will work best for their specific location, crops, and business model. We provide farmers with a portfolio of options that deliver foundational economic and environmental benefits, access to technical and agronomic assistance, and remove financial barriers by connecting farmers to markets.”
Programs like Cargill’s RegenConnect address these challenges by rewarding farmers for improved soil health and providing access to conservation agronomists; participating farmers can choose practices suited to their unique growing conditions, he explained.
