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Subscribe Kellogg talks rice and wheat sourcing in Europe: ‘Farmers must be supported in the transition to more sustainable practices’ By Flora Southey Kellogg Company is collaborating with farmers in Spain, Italy, and the UK to encourage a transition towards more regenerative agricultural systems, says Dave Fitzgerald, Head of Responsible Sourcing at Kellogg Europe. Consumers are expecting more from sustainable diets. According to a 2020 Eurobarometer study, 74% of European citizens expect sustainable diets to be healthy, 50% expect them to support the local economy, and 40% expect them to be produced in a way that minimises waste. The same study also revealed which actors citizens expect to play a role in making our food system more sustainable. Findings indicated that 65% pointed to producers and farmers, 58% said food manufacturers, and in third position, 47% signalled they expect national government

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