MINNEAPOLIS, MN – General Mills is betting on the organics market to go from niche to mainstream in the food industry and is making moves to position itself accordingly.
According to Ad Age, the foods giant is looking to grow its natural and organic food division to $1 billion by 2020: It is currently making $600 million in revenue. Earlier this year it announced that several varieties of its Cheerios brand would go gluten-free this summer.
A recent $50,000 investment in the Canadian-based Prairie Organic Grain Initiative (POGI) is another example of General Mills’ commitment to growing its organic sales. POGI is a multi-year program designed to build and stabilize the organic field crop sector and increase the number and quality of organic field crops in Canada.
“We’re excited to join the Prairie Organic Grain Initiative. We believe this program represents a significant opportunity for General Mills to further build our capabilities and pave the way for General Mills to become an industry leader in natural and organic,” said Beth Robertson Martin, senior manager of natural and organic sourcing at General Mills.
Robertson-Martin also notes that the company’s investment in the program is aimed at increasing the number of organic farmers in North America. “POGI is one way we’re ensuring the long-term sustainable supply of these ingredients,” she says.
General Mills says it is the fourth-largest U.S. natural and organic food producer and among the top five organic ingredient purchasers in the North American packaged foods sector. Its organic brands include: Annie’s, Cascadian Farm, Food Should Taste Good, Immaculate_Baking, Lärabar, and Muir Glen.