A conversation with Adam Carson of Diageo

It may not be glaringly obvious to shoppers as they browse products on supermarket shelves, yet global drinks giant Diageo’s (maker of Johnnie Walker, Guinness, and Smirnoff) commitments to sustainability extends far beyond its distilleries and bottling plants. At the heart of their approach to become sustainable by design is the integration of regenerative agriculture into their supply chain. In conversation with Adam Carson, a Regenerative Agriculture Manager for Diageo, we explore the company’s pioneering initiatives, being developed with supply chain partners and local experts.

Carson’s journey into the realm of sustainability and agriculture began with a deep-rooted passion for the environment. With a degree in Environmental Management and subsequent PHD in Environmental Science, his professional trajectory took him through consultancy work in Ireland and the UK, focusing on water quality and rural land management, and a tenure at the Scottish Environment Protection Agency (SEPA). At SEPA, his journey intersected with forward-thinking farmers who were embracing regenerative agriculture. At Diageo, he brings his knowledge and passion together in one role.

Pioneering sustainability

At the heart of Diageo’s ethos lies a steadfast dedication to sustainability, anchored in its ‘Society 2030: Spirit of Progress’ ESG Action Plan. The plan targets key outcomes, including the promotion of responsible drinking and championing inclusion and diversity, as well as pioneering grain-to-glass sustainability.

“There is a theme of becoming sustainable by design and it’s within this area that our agricultural work sits. Here we have identified key sourcing regions globally and will develop programmes with local partners to improve sustainability and supply chain resilience”.

Diageo’s commitment transcends mere rhetoric though. Through groundbreaking regenerative agriculture programmes, such as the Guinness Regenerative Agriculture Programme and initiatives in the scotch whisky and agave supply chains, Diageo is redefining the relationship between its products and the land.

“In both the scotch and agave programmes, the initial focus is on baselining to understand current production methods, how they perform from an environmental perspective and how carbon intensive they are. On the agave programme, at our farm in Mexico, we are planning trials on cover crops and reduced tillage to understand if that landscape can deliver more for biodiversity and carbon. On the scotch whisky programme, we’re initially running a three-year project with two distinct elements, partnering with organisations such as SAC Consulting and Scottish Agronomy.

“The first element of the scotch programme has already commissioned research trials to look at cover crops as an important part of a regenerative agriculture system. We’re reviewing ways to integrate them into crop rotations and analyse their ability to improve soil structure and soil condition, but also their ability to fix nitrogen. We track that over time to see if we can subsequently reduce fertiliser applications on the following wheat or barley crops.”

“In the second element, we’ve recruited farmers into three farm clusters in Scotland. We’re connecting well-established farmers to the best science, to help them understand the carbon hotspots in their current production systems and then providing leading agronomy to address those issues. The farmers may trial new interventions as well as looking at neighbouring farms to learn what else works locally. This helps to give confidence to try something that maybe they wouldn’t have tried before and supports the next step on their regenerative agriculture journey. We will deliver the scotch programme in close collaboration with our grain and malt suppliers and openly share any findings with the wider industry. “

From Scotland’s verdant fields to the sun-kissed agave plantations of Mexico, these programmes aim to enhance soil health, sequester carbon, and promote biodiversity, while empowering the farmers to adopt more sustainable practices. Through collaborative efforts with farmers and strategic partnerships, Diageo is addressing sustainability throughout its production process.

Carson also emphasises the importance of collaboration and knowledge-sharing in tackling complex environmental challenges and taking a partnership approach wherever possible. To that end, Diageo has engaged in successful initiatives like Landscape Enterprise Networks (LENs), which provides a marketplace to trade ecosystem services, fostering a direct and symbiotic relationship between demand and supply.

“The demand side are looking for outcomes from the landscape - for example, Diageo might want improved biodiversity outcomes, or cleaner water - and on the supply side, you’ve got farmers who can deliver those outcomes. The LENS mechanism is a way of linking that demand and supply side together and is currently operational in the UK and Europe.”

Innovation for the future

As he reflects on the future of the industry, Adam underscores the need for a holistic approach to sustainability. While carbon reduction is paramount, it mustn’t overshadow the importance of also considering biodiversity, water quality, or natural capital, more generally.

“Historically a lot of innovation has focused on driving up yields, and in the main, these have now plateaued. Innovation now needs to focus on the parts of our production system that have the biggest impacts on the environment – whether that be developing more environmentally friendly fertilisers or crop varieties that perform well in lower input systems. Additionally, systems that monitor changes in the environment will be key, these are needed to ensure improvements in the environment are real and lasting. These technologies need to deliver at scale to be compatible with a supply chain like Diageo’s. Yields and profitable returns are important, as is carbon reduction in the bigger sustainability picture, but for Diageo it’s also about nurturing ecosystems, fostering resilience, and leaving a legacy of sustainability for generations to come.”

By working together with the land, the businesses and the people that depend on it, Diageo is sowing the seeds of a legacy of sustainable partnership today, to build business and community resilience.