MANCHESTER, ENGLAND — Kellogg’s has partnered with Belgian agricultural services company Soil Capital to support a large-scale wheat sourcing program that will help British farmers adapt regenerative agricultural practices.

Over the next five years, both companies will work with 25 wheat farmers across almost 4,000 hectares (9,880 acres) of farmland in the United Kingdom, providing guidance and financial incentives to growers. They also will have access to tools combining field data, soil measurements and satellite monitoring to track selected indicators over time, Kellogg’s said.

The program will support 100% of locally sourced wheat for various British Kellogg’s cereals, including Special K, where 2 million bowls are made every hour at the company’s facility in Wrexham. It also will strengthen UK wheat supply chain resilience and contribute to reducing emissions in its agricultural supply chain, the company said.

Kellogg’s said early feedback for the program has been good. Data from the 2025 harvest show that direct drilling, one of the core practices used to improve soil health and farm resilience, across the whole farmed area increased by 14% and across the wheat area increased by 56%. One wheat farmer said the financial support he received from the program allowed him to “decrease the amount of fertilizer used in favor of organic poultry manure, which is kinder to the soil and improves organic matter.” Another farmer found positive differences in his soil structure, “including improving the infiltration of water, when compared to a neighboring farm.”

“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,” said Dean O’Brien, UK general manager of Kellogg’s. “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.”

Kellogg’s has worked with UK wheat farmers for more than a decade, sourcing more than 20,000 tonnes of UK wheat each year for its British cereals.

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Zachary Sosland is an associate editor at Milling & Baking News. He joined Sosland Publishing Company in 2023 and covers the latest industry news. He received a bachelor's degree in film, television and interactive media from Brandeis University in Waltham, Mass.