The technical execution of the programme falls to Soil Capital, an organization that specializes in bridging the gap between corporate sustainability goals and the practical realities of farming. Chuck de Liedekerke, the CEO and Co-Founder of Soil Capital, pointed out that the success of any such initiative depends on respecting the expertise of the farmers themselves. He noted that farmers understand their land better than anyone else, and the role of Soil Capital is to provide the agronomic insight and reliable measurement tools that make the transition to regenerative practices both practical and economically worthwhile. By quantifying the environmental benefits of these changes, the programme allows farmers to see the direct impact of their work, turning soil health into a measurable asset.
One of the most significant metrics emerging from the programme’s early data relates to the adoption of direct drilling, a core practice in the regenerative movement. Direct drilling, or no-till farming, involves sowing seeds directly into the residue of the previous crop without first plowing the soil. This technique is vital for improving soil structure, preventing erosion, and keeping carbon trapped in the ground rather than releasing it into the atmosphere through tillage. According to data from the 2025 harvest, participating farmers have embraced this practice with remarkable speed. Across the total farmed area involved in the project, the use of direct drilling increased by 13.84%. More impressively, when looking specifically at the areas dedicated to wheat production, the use of direct drilling surged by 56.06%. This spike suggests that the incentives and guidance provided by the partnership are successfully overcoming the traditional barriers to adopting no-till methods in one of the UK’s most important crop sectors.
The focus on wheat is particularly relevant given its status as a staple of the British diet and a cornerstone of the UK’s agricultural economy. However, the wheat sector has been under pressure from a variety of factors, including soil degradation and the rising cost of inputs. By focusing on regenerative practices, the Kellogg’s and Soil Capital partnership aims to reverse some of these trends. Regenerative agriculture is often described as a "win-win" for the environment and the economy; while it helps mitigate climate change by sequestering carbon and restoring ecosystems, it also helps the farmer’s bottom line by reducing the need for expensive inputs like fuel and fertilizer. Over time, as the soil becomes more self-sustaining, the farm becomes less vulnerable to the price shocks of the global chemical market.
