Read the full story in GreenBiz.
Early this month, McDonald’s made headlines when it teamed with Cargill, Target and The Nature Conservancy to put $8.5 million toward helping Nebraska farmers cultivate regenerative agriculture practices over the next five years.
The initiative, like others emerging in the past several years from Cargill, General Mills, Danone and other big companies in the food system, is aimed at promoting natural carbon sequestration practices — and it is piloting ways farmers can be rewarded for embracing them.
As much as I’m encouraged by these efforts, I’ve often wondered: What metrics are being used to evaluate them? What does success look like? What will it take to scale these pilots? And how on earth is this all being measured?