When a company signs on to regenerative agriculture, it can be accused of ‘greenwashing’- making people believe it’s doing more to help the environment than it really is.

General Mills, the company behind iconic brands such as Yoplait, Betty Crocker and Cheerios, made a commitment to bring regenerative agriculture practices to one million acres of farmland by 2030.

Jay Watson is responsible for this task. In this episode Jay shares his views on the criticisms against regenerative agriculture and why- and how- General Mills has decided to invest in it.