Future Harvest: The European program tackling the decline in generational renewal in farming

Rhea-AI Summary

PepsiCo (NASDAQ:PEP), through the PepsiCo Foundation and EIT Food, launched Future Harvest, a European program supporting young and next‑generation farmers.

Running June–December 2026 in Spain, the Netherlands, France, Türkiye, and Poland, it targets about 900 farmers with training, innovation access, and farm-based learning.

AI-generated analysis. Not financial advice.

News Market Reaction – PEP

-0.98%

1 alert

-0.98% News Effect

On the day this news was published, PEP declined 0.98%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Young farmers reached: 900 farmers Young farm managers: 11% under 40 Program countries: 5 countries

3 metrics

Young farmers reached 900 farmers Program target participation in 2026

Young farm managers 11% under 40 Share of farm managers under 40 in Europe

Program countries 5 countries Spain, Netherlands, France, Türkiye, Poland

Market Reality Check

Price: $144.19 Vol: Volume 7,358,981 is 13% a...

normal vol

$144.19 Last Close

Volume Volume 7,358,981 is 13% above the 20-day average of 6,493,882, indicating somewhat elevated trading interest pre‑announcement. normal

Technical Shares trade below the 200-day MA of 150.67, despite a 1.41% gain to 147.74 ahead of this news.

Peers on Argus

PEP gained 1.41% with slightly elevated volume, while key peers like MNST (+1.41...

PEP gained 1.41% with slightly elevated volume, while key peers like MNST (+1.41%), KDP (+1.34%), and KO (+0.64%) also rose modestly. The scanner did not flag a coordinated sector momentum move, suggesting today’s setup appears more stock‑specific than a broad beverages rotation.

Historical Context

5 past events · Latest: May 06 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
May 06	Dividend increase	Positive	+0.2%	Raised quarterly dividend to $1.48 per share, extending 54-year increase streak.
May 05	Sustainability deal	Positive	+0.3%	Agreed to purchase low‑carbon ammonia attributes covering 30,000 metric tons with option for more.
May 04	R&D initiative	Positive	-1.8%	Launched multi‑year Gatorade research on women’s hydration despite subsequent share price decline.
Apr 28	Renewable energy pact	Positive	+1.4%	Signed 10‑year VPPA in Spain under pep+ REnew to cut CO₂ emissions in Europe.
Apr 23	Marketing campaign	Positive	+1.2%	Rolled out global Gatorade ‘Is It In You?’ football campaign featuring top athletes.

Pattern Detected

Recent PepsiCo news, especially on sustainability and marketing, has typically produced modest single‑day moves, with one notable negative divergence on a positive branding announcement.

Recent Company History

Over the past two months, PepsiCo’s news flow has featured a mix of shareholder returns, sustainability initiatives, and brand investments. A $1.48 quarterly dividend (annualized $5.92) was declared on May 6, 2026, while earlier May saw a low‑carbon ammonia collaboration and Gatorade’s women’s hydration research program. Late April brought a 10‑year European renewable energy VPPA and a global Gatorade football campaign. Today’s youth‑farmer program continues that sustainability and social‑impact narrative rather than shifting core financial guidance.

Market Pulse Summary

This announcement highlights PepsiCo Foundation’s support for Future Harvest, a Europe-wide program ...

Analysis

This announcement highlights PepsiCo Foundation’s support for Future Harvest, a Europe-wide program aiming to reach 900 young farmers across 5 countries in 2026. It underscores structural challenges such as only 11% of farm managers being under 40 and reinforces PepsiCo’s broader sustainability and agricultural-resilience agenda. Investors tracking the name may watch how such initiatives intersect with prior climate and value‑chain projects and whether they feature in future financial or ESG disclosures.

Key Terms

regenerative farming, agritech

2 terms

regenerative farming technical

"The program brings together regenerative and climate-resilient farming practices, digital tools"

Regenerative farming is a set of land-management practices that rebuild soil health, increase biodiversity and improve water retention by avoiding heavy disturbance and adding natural inputs like cover crops and compost. Think of it as giving farmland a long-term tune-up so it stays productive and resilient rather than wearing out. Investors care because healthier land can lower crop and supply-chain risk, raise yields or product premiums, and support sustainability goals that influence consumer demand and policy incentives.

agritech technical

"regenerative and climate-resilient farming practices, digital tools and agritech insights, and business"

Agritech is the use of modern tools, machines, data and software to improve how food, fiber and other farm products are grown, harvested and distributed. For investors it signals companies or technologies that can raise yields, cut costs or reduce risks on farms—think of it as giving farmers a smarter toolkit or smartphone that helps them make faster, more precise decisions to boost productivity and margins.

AI-generated analysis. Not financial advice.

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Backed by the PepsiCo Foundation, the program will reach 900 young farmers in 2026. The program will be implemented in Spain, the Netherlands, France, Türkiye, and Poland, responding to Europe's aging farming population

BRUSSELS, May 28, 2026 /PRNewswire/ -- EIT Food and the PepsiCo Foundation today announced the launch of Future Harvest, a new European program designed to support young and next-generation farmers as they build viable, resilient, and future-ready farming operations. EIT Food is supported by the European Institute of Innovation and Technology (EIT), a body of the European Union.

Across Europe, the farming population is aging rapidly. Only around 11% of farm managers are under the age of 40, according to European Commission and Eurostat data, while farmers face mounting pressures from climate change, rising input costs, and market volatility. These challenges are particularly acute for small- and medium-sized farms, putting rural livelihoods and long-term food security at risk.

Future Harvest responds directly to this challenge by investing in the next generation of agriculture. Operating across France, Spain, the Netherlands, Poland, and Türkiye, the program will reach around 900 young and next-generation farmers during 2026, equipping them with practical skills, access to innovation, and stronger support networks to help them succeed in a rapidly changing food system.

Without targeted support, the generational gap in agriculture threatens the capacity of Europe's food system to adapt to climate and economic uncertainties. Future Harvest is designed to help address this gap by equipping farmers who are already managing or transitioning family farms with the skills, tools, and networks needed to strengthen viability and resilience.

Funded by the PepsiCo Foundation and implemented by EIT Food in collaboration with local partners, Future Harvest combines online learning with hands-on, farm-based experiences. The program brings together regenerative and climate-resilient farming practices, digital tools and agritech insights, and business and financial skills, helping farmers translate knowledge into action on their own farms.

Participants will follow a customized learning pathway covering sustainable farming methods, farm business management, entrepreneurship, and leadership. Through the Future Harvest FarmHub, they will also take part in farm clinics, field visits, peer exchange, and mentoring, connecting directly with innovation ecosystems and practical expertise.

By supporting young farmers to test new approaches, strengthen the resilience of their businesses, and apply innovations in real-world settings, Future Harvest aims to contribute to a more resilient, sustainable, and economically viable food system. This program builds on EIT Food's extensive experience engaging farmers, startups, and innovators across Europe and reflects the PepsiCo Foundation's goal of strengthening sustainable food systems and expanding economic opportunities in communities around the world.

Monica Bauer, Senior Vice President, Global Social Impact, PepsiCo, and President, PepsiCo Foundation, said: "As a food and beverage company, PepsiCo's connection to agriculture is fundamental. The ingredients in PepsiCo's products start with farmers and farming families who are facing growing pressure, from rising costs to climate uncertainty. Through the PepsiCo Foundation, we aim to support initiatives like Future Harvest that are rooted in local realities and delivered with trusted partners, helping farming communities build resilience and opportunity over time."

While Future Harvest is built on a shared European framework, the program is delivered locally and adapted in each participating country to reflect national farming contexts and challenges.

Richard Zaltman, CEO of EIT Food, said: "Europe's farming future depends on whether the next generation sees agriculture as a place to build, innovate, and lead. That is why we are teaming up with the PepsiCo Foundation: to give young farmers the skills, confidence, and networks to regenerate the land, strengthen their businesses, and shape a more resilient food system. Future Harvest is part of EIT Food's broader commitment to building a more resilient agriculture sector across Europe."

Future Harvest will run from June to December, with participation opportunities opening in 2026 for young and next-generation farmers across participating countries. Information on eligibility criteria and application timelines will be published via EIT Food and program partners.

About the PepsiCo Foundation
The PepsiCo Foundation, the philanthropic arm of PepsiCo, works to support positive change for people and the planet by expanding access to essential resources that help meet immediate needs and unlock pathways to opportunity. Guided by PepsiCo Positive (pep+), our philanthropic investments focus on four key areas: food access, safe water access, farming, and workforce development. Through collaboration with nonprofits, community organizations and global partners, the Foundation works to strengthen food systems, support farmers, expand access to nutritious food and safe water, and advance workforce development to build lasting economic resilience. Learn more at www.pepsicofoundation.com. Follow us on LinkedIn.  

About EIT Food
EIT Food is growing Europe's food innovation ecosystem to build a healthy, sustainable and resilient food system. We empower innovators and entrepreneurs. We invest in ideas and talent. And we create space for science, research, industry, and policymakers to accelerate systemic change across the food sector.

By mobilising the collective power of our ecosystem, we tackle Europe's most pressing food challenges - driving innovation in resilient agriculture, protein diversification, and agrifood biotech to build a sustainable future for people and the planet. EIT Food is an initiative of the European Institute of Innovation and Technology (EIT), a body of the European Union, set up in 2017 to accelerate food system innovation in Europe.

We are Europe's largest food innovation ecosystem.

EIT Food. Growing Innovation. www.eitfood.eu Follow us on Linkedin and YouTube.

Media Contact:
Nikki Jolly
Nikki.Jolly@pepsico.com

 

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SOURCE PepsiCo, Inc.

FAQ

What is PepsiCo's Future Harvest program for young farmers in Europe (PEP)?

Future Harvest is a 2026 European training and support program for about 900 young and next-generation farmers. According to PepsiCo, it combines online learning, farm-based experiences, and innovation access to strengthen sustainable, resilient, and economically viable farming businesses across five countries.

Which countries will participate in PepsiCo's Future Harvest farming initiative in 2026 (PEP)?

Future Harvest will operate in France, Spain, the Netherlands, Poland, and Türkiye during 2026. According to PepsiCo, these country programs follow a shared European framework but are adapted locally to match national farming contexts, challenges, and farmer needs.

How many farmers will PepsiCo's Future Harvest program support in 2026 (PEP)?

Future Harvest aims to reach about 900 young and next-generation farmers in 2026. According to PepsiCo, participants will receive training in sustainable practices, business management, entrepreneurship, and leadership, alongside mentoring, peer exchange, and access to agritech and digital tools.

When will PepsiCo's Future Harvest program run, and who can apply (PEP)?

Future Harvest will run from June to December 2026 for young and next-generation farmers in participating countries. According to PepsiCo, eligibility criteria and application timelines will be published by EIT Food and local partners to guide interested applicants.

What skills and training does Future Harvest offer young European farmers (PEP)?

Future Harvest offers customized learning pathways in sustainable farming, farm business management, entrepreneurship, and leadership. According to PepsiCo, participants also join farm clinics, field visits, peer exchanges, and mentoring via the Future Harvest FarmHub to apply innovations directly on their farms.

How does PepsiCo's Future Harvest program address Europe's aging farming population (PEP)?

Future Harvest targets young and next-generation farm managers to support generational renewal in agriculture. According to PepsiCo, it aims to strengthen viability and resilience of family farms as only about 11% of European farm managers are under 40.