Regeneration: Purina’s commitment to agriculture and the oceans
In the lexicon of corporate sustainability, the term ‘regeneration’ is gradually replacing the more generic term ‘impact reduction’. This distinction is far from trivial: it signifies a shift from a defensive approach to one focused on rebuilding ecosystems. This approach is emerging with ever greater clarity in forums where business and research engage in dialogue – as was recently highlighted during the ReNest event, held in Milan from 12 to 24 May – and which is reflected in Purina’s strategy in Europe, with a marked acceleration in recent years on two complementary fronts: regenerative agriculture and the protection of marine habitats
Regenerative agriculture: beyond the interim targets
The most significant figure is that, at European level, the interim target set for 2025 has been exceeded. Today, 29 per cent of the cereals and plant-based proteins used by Purina in Europe come from agricultural supply chains that adopt regenerative practices, exceeding the 20 per cent threshold initially set. This achievement involves more than 630 farmers and around 37,000 hectares of land.
This milestone, however, is not the end of the journey. The company is looking further ahead, to 2030, when the target will be to source 50 per cent of its supplies from regenerative agriculture. This initiative forms part of the Nestlé Group’s broader decarbonisation strategy, which aims to achieve net-zero emissions by 2050.
The approach is based on the gradual transformation of supply chains, supported by programmes offering technical and financial assistance to farmers. In France, the United Kingdom and other European markets, initiatives such as ‘Sols Vivants’ and ‘LENs’ are already in place, and a new pilot project, developed in collaboration with specialist partners, has been launched in Italia from 2025.
This is the case with the ‘farm-based’ model developed with Biospheres, an organisation specialising in agroecology and the large-scale implementation of regenerative practices, which places the farm at the heart of bespoke programmes. The approach involves bespoke agronomic plans, training and ongoing monitoring, with the aim of improving soil fertility, climate resilience and the profitability of farms. This is no minor detail in a sector where sustainability remains closely linked to the economic viability of the businesses involved.
