Cereal maker Kellogg has announced that its corn flakes sold in Europe will be made of responsibly sourced corn.
It means that environmental and social best practices have been followed in growing and harvesting the corn used in making the breakfast cereals.
The message 'Responsibly Sourced Corn' has been added in all packages of Kellogg's Corn Flakes sold in stores across the continent, the company said.
The cereals are made of a special variety of corn from Argentina.
The criteria to determine whether the corn is responsibly sourced includes environmental, social, and governance factors.
It is based on a standard developed by Kellogg and modelled on those used by well-recognised, international non-governmental industry groups, the company added.
The move is in line with the company's sustainability goal of responsibly sourcing ten priority ingredients.
It also contributes towards its global signature cause platform - Breakfasts for Better Days - which aims to support a half million farmers around the world by the end of 2025.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.