Regenerative Agriculture Partnership

Led by our team at PepsiCo, pre-Eterna

Brief

Turn two of the largest food and retail businesses in North America into one partnership farmers would actually opt into — a seven-year, $120M collaboration to support regenerative agriculture across more than 2 million acres of U.S. and Canadian farmland.

Challenge

Regenerative agriculture programs usually stall at the farm gate: growers carry the risk, the buyer takes the credit, and adoption never scales. The brief was to design a collaboration between a global food company and the world's largest retailer that removes financial risk from the farmer and still holds up to measurement.

Approach

01Built the partnership as a shared value-chain program rather than two parallel sustainability pledges, with joint governance across brand, sourcing, and retail teams
02Structured financial, agronomic, and social support so adoption stays voluntary and flexible farm to farm — potatoes, oats, corn, wheat, soybeans, and rice each need a different answer
03Worked with Field to Market and on-the-ground partners for measurement, farmer enrollment, and practice verification
04Translated a complex supply-chain commitment into a story retail, media, and internal audiences could carry

Outcome

$120M

Seven-year joint investment

2M+ acres

Farmland targeted by 2030

~4M t

GHG reductions & removals targeted

Results

First-of-its-kind PepsiCo–Walmart collaboration announced July 2023, now in its second year of implementation
Programs spanning the U.S. Midwest and Canada across six critical crops, built for regional and farm-level variation
Independent measurement and farmer enrollment support through Field to Market
A blueprint other brand–retailer pairs have since studied as a model for shared value-chain investment

In their words

“Successful sustainability starts and ends with trust. At PepsiCo, we work very hard to earn the trust of the farmer so they understand that we are investing in their legacy.”
Jim Andrew — Chief Sustainability Officer, PepsiCo

Campaign links

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