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Diageo-owned Guinness has announced it is embarking on a three-year regenerative agriculture programme that will produce barley for its beverages. Ireland has been selected as the location for the pilot, which aims to benefit both the planet and farmers. The programme will initially include at least 40 farms across spring and winter barley sowing. The outcomes of the pilot are expected to include improvements in soil health and its carbon sequestration potential, enhanced biodiversity, a reduction in synthetic fertiliser use, enhanced water quality and improved farmer livelihoods. John Kennedy, president of Diageo Europe, commented: "This pilot is the first such programme being implemented by Diageo, and the outcomes will help inform other potential opportunities, not just in Ireland, but in other countries where we source raw materials". Guinness will collaborate with Irish farmers and suppliers, including Boortmalt, Glanbia and Comex McKinnon, in order to understand the most effective regenerative agriculture practices, altered for the specific needs of Irish barley production.