Cross-sector partnerships are reshaping sustainable farming incentives

New supply chain collaborations are emerging to reward farmers for sustainable practices. Agrii is now piloting initiatives that connect growers, processors and brands to create practical incentives from farm to fork.

Farming businesses are navigating a period of significant change. The loss of traditional subsidies, uncertainty around the future of SFI and continued volatility in commodity markets are forcing both growers and food businesses to rethink how the supply chain works.

According to Amy Hardwick, Sustainability and Environmental Services Manager at Agrii, this transition is encouraging greater collaboration across the food system.

“This is a time of enormous change in our industry. True sustainability is not only about environmental improvement. It is also about food security and building a resilient farming sector for the future.”

Traditionally, each stage of food production has operated largely independently. Amy believes that model will need to evolve if sustainability ambitions are to be delivered while keeping farms economically viable.

“With the loss of BPS and the uncertainty around SFI, alongside fluctuations in grain prices and input costs, there is a responsibility across the industry to look creatively at how farm incomes can be supported.”

The challenge is ensuring that environmental progress works financially for farmers.

“We all understand why we need to improve soil health and farm more sustainably. The real question is how we make that transition stack up economically.”

 

Rewarding sustainable practices on farm

While the long-term structure of agricultural support is still evolving, Agrii is already piloting programmes designed to reward growers for implementing sustainable practices.

These initiatives draw on principles often associated with regenerative farming, but are designed to be practical and flexible for different farm systems.

“Regenerative farming is valuable, but it does not suit every business. Our aim is to develop programmes that encourage sustainable practices while helping farmers fund the transition.”

The approach combines financial incentives with practical agronomic support. Farmers are encouraged to adopt practices that improve soil health, biodiversity and nutrient efficiency while maintaining farm profitability.

“We want to incentivise growers to adopt sound practices, help them understand the long-term benefits, and provide short-term financial rewards while they make those changes.”

Supporting the long-term viability of farming businesses is also central to the approach.

“This is not just about good intentions. The long-term resilience of farming businesses matters to us, and helping farmers adapt to more sustainable systems is essential for the future of the sector.”

 

A two-tier sustainability incentive model

One of the first initiatives being rolled out uses a two-tier payment structure. Farmers can receive payments of up to £100 per hectare depending on the number of sustainability practices implemented.

The first tier provides a guaranteed payment for completing a set of baseline practices, including:

• Developing an integrated pest management plan
• Using cover crops within the rotation
• Implementing a diverse crop rotation
• Completing an environmental baseline assessment

The environmental baseline is delivered in partnership with Soil Association Exchange, providing growers with an assessment of biodiversity, carbon, soil health and wider environmental metrics.

Farmers can then adopt additional voluntary practices to increase their payment level.

“We recognise that what works for one farm may not work for another. The supplementary practices are optional so growers can adopt the actions that fit their system.”

These optional practices focus on three key environmental areas:

• Carbon management
• Soil health improvement
• Biodiversity enhancement

Actions such as introducing more diverse cover crop mixtures or improving nutrient efficiency through technologies like nitrogen inhibitors can increase the number of points earned within the scheme.

The programme currently operates through Agrii’s seed business GB Seeds and focuses on oats and barley production, with potential to expand into other crops such as linseed in the future.

The Beloved Soil Initiative

One of the first pilots using this model is the Beloved Soil Initiative, developed with pet food manufacturer James Wellbeloved, part of the Mars Incorporated group.

The programme currently works with three growers producing oats and barley for the company. It combines financial incentives, agronomic support and environmental assessment tools to support the transition towards more sustainable production.

Ed Owen, Brand Director at James Wellbeloved, says the initiative aligns closely with the company’s wider sustainability commitments.

“Mars Pet Care touches the lives of hundreds of millions of pets globally. That gives us both the responsibility and the opportunity to shape how sustainability is approached across the supply chain.”

Sustainability is embedded across the Mars business. Since 2015 the company has reduced its greenhouse gas emissions by around 16% while growing the business by more than 60%.

For Mars and James Wellbeloved, supporting sustainable farming practices within their ingredient supply chains is a key part of that strategy.

Long-term partnerships with farmers

Zsoka Ardai, Regional Sustainable Sourcing Lead for Mars Pet Nutrition Europe, explains that the company’s regeneration strategy was established in 2017 to address key environmental priorities across its supply chains.

Working with suppliers who share a strong sustainability approach is central to the programme.

“We are looking at sustainability across multiple areas, including agricultural practices, carbon footprint and human rights. Our aim is to build long-term partnerships with farmers by supporting and incentivising them.”

Within the Beloved Soil Initiative, Agrii coordinates the programme with growers, provides technical support and ensures the scheme’s sustainability criteria are met. Soil Association Exchange independently verifies progress and provides tools to help farmers measure improvements.

“Farmers are increasingly engaged with the process, but this is a long-term commitment from everyone involved. Protecting soil health for future generations requires sustained collaboration.”

 

Expanding sustainability across the wheat supply chain

A separate initiative launched in 2025 brings together Agrii, Bunge and Whitworth Brothers to improve sustainability within the wheat supply chain.

The three-year programme rewards farmers for adopting environmental practices while supplying wheat with improved traceability and a lower carbon footprint.

Like the Beloved Soil Initiative, the programme uses a baseline set of requirements alongside optional actions that allow growers to increase their payments.

“We recognise that sustainability will look different on every farm,” says Amy Hardwick. “The scheme provides a starting point with minimum requirements and then allows growers to adopt additional practices where they are appropriate.”

Payments can again reach up to £100 per hectare depending on the number of actions implemented.

Practices include measures such as cover cropping, reduced soil disturbance and improved nutrient efficiency.

Why supply chain collaboration matters

For Bunge, the initiative reflects growing demand for traceable and sustainably produced ingredients across global food markets.

“Sustainability and traceability are increasingly important to both producers and consumers,” says Tom Eaton of Bunge. “Rewarding farmers for adopting these practices is an important step forward.”

The scheme also provides a degree of financial support for growers operating in a volatile market environment.

“With wheat prices often close to the cost of production, providing some financial reward for positive environmental actions helps farmers think about long-term change.”

 

Building a resilient supply chain

For Whitworth Brothers, the UK’s largest flour milling business, investing in sustainable supply chains is a strategic priority.

William Butler of Whitworths says long-term investment is needed if the industry is to maintain a resilient supply base.

“We have to invest not only in technology and infrastructure but also in our supply chain. Supporting farmers ensures we have a reliable supply of high-quality, sustainable grain for generations to come.”

The majority of wheat milled by Whitworths is grown in the UK, and maintaining that domestic supply base remains essential.

“Our approach looks in two directions. One is responding to the expectations of customers and consumers. The other is ensuring our own long-term supply of sustainably produced wheat.”

 

A model for the future

These initiatives illustrate how collaboration between growers, agronomy providers, processors and brands could reshape sustainability incentives within agriculture.

By linking environmental progress with practical financial rewards, the schemes aim to support growers through the transition while strengthening resilience across the wider food supply chain.