Kellogg’s has today announced financial support for British farmers through a large-scale wheat sourcing programme, designed to increase the adoption of regenerative agricultural practices in the UK.
This builds on more than a decade of the cereal giant’s partnership with UK wheat growers, with the new programme helping to further embed sustainable farming practices linked to soil health, water and biodiversity.
It will support the supply of locally sourced wheat for British cereal staples including Special K, where two million bowls are made every hour at Kellogg’s factory in Wrexham. This process was recently featured on BBC’s Inside the Factory, which followed the wheat’s journey, from harvest to bowl.
Working with 25 wheat farmers across almost 4,000 hectares of UK farmland, Soil Capital and Kellogg’s will provide guidance and financial incentives to growers. They will also have access to tools to combine field data, soil measurements and satellite monitoring to track selected indicators over time.
Early feedback is promising. One wheat farmer says the financial support he has received has allowed him to, “decrease the amount of fertiliser used in favour of organic poultry manure, which is kinder to the soil and improves organic matter.” Another wheat farmer has noted positive differences in his soil’s structure, “including improving the infiltration of water, when compared to a neighbouring farm.”
Nick August, a farmer in West Oxfordshire, said: “Every farm is different, and increasingly unpredictable weather means we have to think carefully about what will work for our land. Having practical guidance helps us make changes that protect our soils without losing sight of the commercial realities of running a farm. Being rewarded for making those improvements helps us keep moving in the right direction.”
Kellogg’s investment with Soil Capital will establish a five-year partnership supporting 100% of the company’s UK wheat. Agriculture accounts for around two-thirds of Kellogg’s Scope 3 greenhouse gas emissions. The business is investing in on-farm practices that will contribute to reducing emissions in its agricultural supply chain* as well as supporting UK growers to use more sustainable practices.
Dean O’Brien, UK general manager, Kellogg’s 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.”
Chuck de Liedekerke, CEO and co-founder of Soil Capital, said: “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.”
Early programme data from the 2025 harvest shows that for participating farmers direct drilling, one of the core practices used to improve soil health and farm resilience, across the whole farmed area increased by 13.84% and specifically for wheat area it increased by 56.06%.
