General Mills is one of the processors investing in the Prairie Organic Grain Initiative (POGI).

The Minnesota-based multinational is increasing its focus on health-conscious consumers. It wants to double natural and organic sales to $1 billion by 2020, so it’s backing efforts to get more grain farmers to go organic.

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“The organic food market has been growing rapidly, which has made sourcing certified organic ingredients increasingly difficult,” General Mills said in a press release announcing its $50,000 contribution to POGI.

“We are focused on doubling the amount of organic farming acreage in North America by 2020,” said Beth Robertson-Martin, senior manager of natural and organic sourcing.

“POGI is one way we’re ensuring the long-term sustainable supply of these ingredients.”