PepsiCo targets next-gen farmers to counter agricultural aging crisis

PepsiCo runs regional programs targeting emerging farmers in Europe, US and South Africa to address youth shortages in agriculture.

PepsiCo operates three regional farmer support initiatives—Future Harvest in Europe, Field to Future in the US, and Kgodiso Development Fund in South Africa—to help next-generation farmers overcome economic barriers, skills gaps, and market access challenges. These programs target emerging farmers in specific regions where youth participation in agriculture is low: 11% of European farm managers are under 40, and 9% of US agricultural producers are under 35. By focusing on career pathways and ecosystem strength, PepsiCo aims to prevent agricultural collapse from youth shortages. However, program effectiveness varies significantly across geographies, and the source provides no metrics on how well these efforts retain young farmers or boost overall agricultural output. This approach addresses SUSTENANCE stability while advancing CARE and KNOWLEDGE through localized solutions. The source indicates no single universal solution exists for this generational transition in farming.

Source: AgFunder News