Global food businesses and finance behemoths have joined forces under the Sustainable Markets Initiative (SMI) banner to launch the Routes to Regen project, a demonstration of how regenerative farming can be more financially viable.
It is hoped the big names, which also include Lloyds Banking Group, Natwest, Barclays, Aon, Tokio Marine Kiln, Lloyd’s and Waitrose & Partners, can utilise cross-sector collaboration to inspire farmers to adopt regen ag.
Other companies will support farmers taking part in the project, including ADM, British Sugar, Burgess Farms and Cranswick.
McDonald’s backs regen ag project
The project “exemplifies the power of cross-sector collaboration that the SMI is uniquely positioned to facilitate and aims to demonstrate a new model for how industries can unite to drive sustainable change on a global scale”, said SMI CEO Jennifer Jordan-Saifi.
Carrying on throughout 2025, the project will be focused on the East of England. It aims to address the environmental challenges of the global food system, which is responsible for approximately 30% of human-produced greenhouse gas emissions and remains the biggest driver of nature loss.
Economic risk and a poor support network is preventing farmers from transitioning to regenerative agriculture methods, despite the benefits of such operations being proven, according to the SMI.
A menu of support will be provided and showcased through the project, including financial, technical and peer-to-peer support.
A whole farm approach to regen ag
By taking a whole farm approach, the programme aims to reduce risk for the farmer, increase adoption rates, and make regenerative agriculture a more viable and attractive choice for farmers.
The project would “build on and unite existing initiatives, simplifying and making the transition a more viable and accessible choice for the farmer”, said McCain Foods’ VP for global external affairs and sustainability Charlie Angelakos.
McDonalds’ chief sustainability and social impact officer Beth Hart, said: “Regenerative agriculture presents us with a critical opportunity to secure a long-term, sustainable future for farming.”
Implementing regenerative practices required a “real and everlasting partnership across the supply chain to support and incentivise farmers” to adopt such practices, she added.
