Early results from Kellogg’s effort to assist rice farmers in reducing climate effect are promising. During the InGrained program’s pilot year, farmers used irrigation measures that reduced greenhouse gas emissions by more than 1,600 tonnes, the equivalent of removing 345 gasoline-powered automobiles off the road for a year. Kellogg trialled the concept in northeast Louisiana with top agricultural greenhouse gas monitoring firm Regrow Ag, rice growers, Kennedy Rice Mill LLC, a Kellogg supplier, and agribusiness firm Syngenta. Methane accounts for around 1.5% of total greenhouse gas emissions and is 25 times more powerful than carbon dioxide. Much of the rice produced in the Louisiana River Basin is utilised in well-known goods such as Kellogg’s Rice Krispies cereal.