ADM launches D2C ingredient range grown by underrepresented farmers using better-for-the-planet practices
The five-strong Knwble Grwn range comprises flaxseed, hemp seed and quinoa, along with flax oil and hemp oil – suitable for a variety of applications, including better-for-you snacks and baked treats.
The better-for philosophy expands beyond the product realm, forming the cornerstone of the brand.
Knwble Grwn products are produced by small or underrepresented farmers who follow regenerative agricultural practices that help to protect the environment.
“Our focus with Knwble Grwn is to provide consumers products that are people centred, planet conscious and purpose driven,” said Jaime Goehner, ADM commercial manager.
“ADM’s supply chain leadership enables us to source ingredients from farmers who share our passion for regenerative agriculture.”
People
ADM engages with underrepresented farmers – such as veterans, Indigenous Americans and other minorities – to produce the crops that become Knwble Grwn. These farmers receive financial incentives for being early adopters of regenerative ag practices.
“We want to collaborate with these growers because they recognise the positive impact regenerative ag practices can have on their land,” said Goehner.
“Knwble Grwn products can provide farmers an alternative crop to grow in their rotation to further enhance biodiversity and soil health.”
Planet
Knwble Grwn’s focus on regenerative ag is just one component of ADM’s wider mission to reduce the impact of its supply chain on the environment, in particular to reduce scope three emissions.
Regenerative agriculture is adaptive to local physical conditions and culture, but entails:
- minimising soil disturbance
- improving soil structure and quality
- continuously covering bare soil
- maximising biodiversity
- responsibly managing inputs, including nutrients and pesticides.
North Dakota farmer Paul Overby grows flax for ADM and believes the Knwble Grwn brand is taking exactly the right approach.
“The concern for the farmer; the concern for having a high-quality product that’s raised right; the concern for the environment; and the concern for the customer; that’s the type of programme we want our farm to be a partner with from here on forward,” said Overby.
Purpose
The Knwble Grwn product line was inspired by a women- and minority-led team at ADM, and offers customers the opportunity to make thoughtful purchases of sustainable and wholesome ingredients.
“Consumers are looking for sustainably sourced products and they want supply chain transparency,” said Goehner.
“Knwble Grwn is taking a customised, people-centred, planet-conscious approach to help meet those demands.”
Knowble Grwn products are available on Amazon and Walmart online. ADM also provides recipes to illustrate how the products can be used to create guilt-free treats, such as grain bowls and no-bake energy bites.
