But I can also see that today’s farmers face an uncertain future. With the EU standing at a crossroads, we have to rethink how to support food security, respond to climate impacts and deliver more equitable outcomes for farmers, while keeping food affordable and accessible for consumers.
That’s why CAP reform matters now. Done right, the CAP can become a global model for a public-private partnership that drives meaningful and measurable progress across the full agri-food value chain.
On PepsiCo’s part, we remain committed to being a constructive partner in support of a more competitive, resilient and sustainable food system — based on regenerative agriculture. This approach uses science-based farming practices that aim to restore ecosystems by improving soil health and fertility, reducing emissions, enhancing water quality and protecting biodiversity while also supporting farmer livelihoods. For example, in Jaén, southern Spain, we recently launched ‘Viva Oliva’ to support local olive growers, many of whom have been working in this historic trade for generations. Through this project, we’re providing hands-on training from agronomy experts so that farmers can protect the ecosystem more efficiently and conserve vital resources.
Crucially, these practices also create new opportunities, ensuring that farming can continue to be a viable option for the next generation. In 2024 we sourced 100 percent of the olive oil for our Alvalle gazpacho brand from Jaén, securing a high-quality local supply for Alvalle while strengthening the role of farmers in our supply shed.
We’re investing in innovative techniques that bring life back to the land because it is the right thing to do for our business, for the farmers we work with and for the planet.
Viva Oliva is just one of the many projects that’s helped us spread regenerative agriculture across a total of 3.5 million acres (approximately 1.4 million hectares) of farmland. Recently, we extended our target and are now aiming to reach 10 million acres (around 4 million hectares) globally by 2030.
We’re also taking action further upstream through partnerships with fertilizer companies like Yara, equipping farmers with precision tools to improve nutrient efficiency, increase yields and lower the carbon footprint of their crops. This collaboration supports approximately 1,000 farms across the EU and the UK that supply key ingredients for Lay’s and Walkers, covering around 128,000 hectares. By 2030 the partnership aims to reduce fertilizer production emissions by up to 80 percent and in-field fertilizer emissions by up to 20 percent, helping scale regenerative practices while supporting farmer productivity.
