Purina is providing funding, technical expertise and practical support for 110 UK wheat farmers to help them adopt regenerative practices.
Through Landscape Enterprise Networks (LENs), around 8,000 hectares of UK farmland are now trialling measures such as cover crops, crop rotation, reduced soil disturbance, improved nutrient management and tree and hedgerow planting.
New research commissioned by Purina among 100 UK farmers reveals 87% are more likely to consider changing how they farm to improve soil health and resilience to extreme weather than they were five years ago.
The UK initiative, which has already supported the planting of more than 12,000 trees to date, forms part of a wider programme of support across Europe, where more than 630 farmers and over 37,000 hectares are engaged in regenerative agriculture programmes backed by the company. By the end of 2025, 29% of cereals and vegetable proteins used in Purina pet food across Europe were sourced from farmers adopting regenerative agriculture practices, and Purina’s goal is to reach 50% by 2030.
Claire Robinson-Davies, corporate affairs and sustainability director at Purina UK, said: “People may not immediately connect a pet food company with wheat fields, but cereals and vegetable proteins used in many of our recipes begin life on farms. That is why we are working through LENs to provide farmers with funding, expertise and the ability to trial practices suited to their land.”
