Guinness World Records on Wednesday announced the launch of a pilot agricultural program aimed at reducing greenhouse gas emissions from suppliers of barley, one of the main ingredients of the beverage.

In the first phase of this regenerative farming project, Guinness plans to partner with 40 farms in Ireland this year to grow this grain, which will be used for malt production. Diageo, the brewer’s parent company, said in a statement that the three – year plan would be extended with the aim of improving soil health, increasing biodiversity, reducing the use of artificial fertilizers and increasing farmers’ incomes.

Business benefits for farmers

“These results are the first pilot program of its kind implemented by Diageo, and we will find other potential opportunities in Ireland and other countries where we collect raw materials,” said John Kennedy, President of Diageo Europe. It is part of the group’s strategy to decorbonise its operations by 2030.

According to Walter Furlong Jr., a farmer involved in the project, “the great advantage of regenerative farming is the simplicity of its approach” because it “works in harmony with nature while providing commercial benefits to farmers.”