General Mills has been making contributions to build new countrysides by creating a business model to develop and sustain local economies in rural areas.
At Yongqing Village of Jixi, located in northeastern China, farmers have toiled for generations and eked out whatever living they could by growing corn. In addition to the uncertainty of the market, without good varieties of corn and the scientific skills to produce them, the farmers could hardly make a living with corn in the past.
In 2003, General Mills established a corn farm in Jixi. For the contracted farmers, General Mills provided seed, fertilizer and agronomic guidance to grow corn for Bugles.
We guarantee them a price that’s higher than the market price, and we buy all that they produce.
As a result of these contracts, the villagers have seen their household income grow as much as fourfold.