By Gerelyn Terzo, Global AgInvesting Media
A new industry coalition is betting that farmer support, not just farm tech, will speed the shift to regenerative agriculture. PepsiCo, Unilever, and a cohort of retail and food-and-beverage peers have unveiled STEP up for Agriculture, a collaborative effort to scale regenerative farming by strengthening the local support systems farmers rely on. Scaling regenerative agriculture requires industry collaboration, and STEP up for Ag will ensure that investment capital is placed in the hands of organizations that support farmers in their transition to regenerative ag practices.
The initiative channels funding, training, and practical tools to farmer-facing organizations with a mission to bolster the adoption of sustainable soil-health practices while reinforcing supply-chain resilience. STEP up supports PepsiCo’s goal to transition 10 million acres to regenerative ag, restorative or protective practices by 2030 by backing the local advisers and peer groups who help farmers make the switch.
Built as a multi-tier partnership, STEP up for Ag will pair corporate balance sheets with specific farmer support organizations while inviting contributing partners and philanthropies to broaden the reach. Phase I of the project kicks off with a trio of dedicated farmer-facing support partners, each bringing grassroots expertise to empower producers in adopting sustainable practices. Leading the charge is the South East Research Farm, which will extend hands-on guidance to farmers across the Canadian Prairies, fostering resilient cropping systems tailored to regional challenges.
Additionally, Practical Farmers of Iowa will bridge borders, delivering practical insights and resources to growers in western Canada and the U.S., emphasizing collaborative learning and on-the-ground innovation. Rounding out the lineup is Farm Advisor, an Indiana-rooted, farmer-driven initiative that connects seasoned conservation experts with fellow producers through targeted mentorship, educational workshops and direct farm support.
STEP up for Ag has set its sights set on an expansion, with a European push now in motion, beginning with the launch of a farmer co-op-led pilot in Spain. The STEP up program signals a broader, cross-border push toward regenerative agriculture.
Regenerative agriculture is a practical way to rebuild food systems: it restores soil health, pulls carbon into the ground, supports wildlife and watersheds and helps farm businesses stay resilient. Those gains matter in a world of more than 8.2 billion people and rising demand for food. Sourcing several dozen key crops and ingredients across more than 60 countries, PepsiCo is leaning into on-farm change that can unlock natural-capital value and help buffer shrinking arable land and climate volatility.
PepsiCo Chief Sustainability Officer Jim Andrews stated, “PepsiCo is rooted in agriculture, and farmers are at the heart of our food systems. STEP up for Ag is about investing in the organizations that support farmers every day, aiming to ensure they can grow, innovate and lead the transition to more sustainable agriculture. When farmers thrive, we all thrive.”
STEP up for Agriculture puts support where it matters most: in the hands of local groups that work with farmers every day. By giving these farmer-facing organizations practical tools, training and resources, the initiative helps advisors meet growers on their own fields, customize guidance to local conditions, and accelerate the adoption of regenerative practices. The result is trust built close to home, smarter decisions on the farm, and efficiencies that can ripple through entire supply chains.
Unilever North America Head of Sustainability Kristina Friedman commented, “Regenerative agriculture is a big part of how we’re building a stronger, more resilient supply chain and food system – and Unilever is committed to rolling out regenerative agriculture principles across 1 million hectares globally by 2030. STEP up for Ag can help us move faster and smarter, empowering farmer-led groups with the tools they need and opening doors to more great suppliers to grow our business,” adding that the company’s collaboration with Practical Farmers of Iowa has been a game-changer already and calling the next chapter a “huge step forward.”
Over the coming years, STEP up for Ag will focus on building peer-to-peer networks, leading in-person workshops, and developing shared tools and resources to broaden the program’s reach and effectiveness in regenerative agriculture.
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