California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
by William Rosenzweig, Toby Stuart, Elaine Hsu, Emily Pelissier, and Christina Skonberg
In 2019, global food company General Mills committed to advancing regenerative agriculture on one million acres of farmland by 2030. It was a risky proposal because a supply chain for regeneratively-grown ingredients doesn't exist and the company doesn't own the acreage. Also, the costs and outcome are uncertain. The Natural and Organic Operating Unit is spearheading regenerative practices which sequester carbon instead of contributing to climate change. But while Annie's Mac & Cheese consumers care about regeneratively grown products, Lucky Charms consumers are mostly unaware of the term. Can an acquired brand drive transformation across a 150-year-old company resulting in the triple-bottom-line they believe is critical for the planet and their long-term viability?
Pub Date: November 1, 2019
Discipline: Operations Management
Subjects: Innovation, Organizational structure, Product development, Social responsibility, Climate change, Growth strategy, Sustainability, Supply chain management, Motivating
Product #: B5949-PDF-ENG
Industry: Retail & Consumer Goods,Food
Geography: Minnesota
Length: 24 page(s)
