As a company whose most beloved foods begin their journey in the field, Kellanova understands that the foundation of every great product is healthy soil. The quality of crops—from grains to pulses to specialty ingredients—depends on what lies beneath the surface. Soil is not just dirt; it is a living, dynamic ecosystem teeming with organisms, nutrients and biological processes that make agriculture possible. Because of this, we take soil health seriously and support global programs designed to help farmers care for and protect this precious resource.
In Australia, this commitment comes to life through our partnership with the Cool Soil Initiative, an innovative program working directly with farmers to improve soil health, increase organic carbon levels and reduce greenhouse gas emissions across Australian farms. By supporting research, encouraging regenerative practices and promoting on-farm innovation, the Cool Soil Initiative helps build resilient agricultural systems capable of sustaining both today’s food needs and tomorrow’s environmental demands.
Introducing the “Cool Soil Critters”
To strengthen public understanding of this work, Kellanova Australia and New Zealand (ANZ) launched a creative and science-backed awareness campaign called Cool Soil Critters. The campaign emerged from an important insight: despite agriculture being a core part of Australian identity, many Australians are unaware of just how vital healthy soil is—not only for crop production but for the long-term sustainability of the nation’s food system.
Research commissioned as part of the campaign confirmed this knowledge gap. According to the findings:
- 39% of Australians do not feel they know enough about the essential role healthy soil plays in ensuring crop resilience and overall food security.
- An overwhelming 91% believe that children need to be taught more about soil health, including how it affects food supply, climate stability and biodiversity.
- Surprisingly, fewer than 5% of respondents recognized soil critters—tiny creatures like insects, worms, microarthropods and tardigrades—as some of the most significant contributors to soil health.
These numbers reveal both a challenge and an opportunity. Soil organisms quietly perform essential ecological services: breaking down organic matter, cycling nutrients, supporting soil structure, improving water retention and protecting crops from pests and disease. Without these tiny creatures working beneath our feet, food production as we know it would be dramatically compromised. Yet most people rarely think about them.
Bringing the Underground World to Life Through Art
To make these unseen heroes visible—and spark curiosity about the hidden biodiversity that supports Australian agriculture—Kellanova ANZ collaborated with artist Claus Stangl, the 2022 Archibald Packing Room Prize winner. Known for his vibrant, modern portraiture, Stangl was the perfect creative partner to give soil critters the spotlight they deserve.
Together, we created four large-scale portraits of key soil critters using real Australian soil as a core artistic material. This unique approach not only highlights the beauty and complexity of these creatures but also symbolizes their intrinsic connection to the land. Each piece brings to life a different critter that plays a crucial role in soil function—whether aerating the soil, decomposing organic matter or strengthening the microbial network that supports plant growth.
The artworks are more than just educational pieces; they are storytelling tools designed to engage audiences emotionally and intellectually. By featuring soil critters as heroic and almost regal subjects, the portraits challenge Australians to rethink their relationship with the land and appreciate the intricate web of life supporting the nation’s agricultural prosperity.
These pieces will be donated to Soil Science Australia, where they will be used in public exhibitions, educational programs and scientific outreach initiatives.
Voices Behind the Initiative
Reflecting on the campaign findings and the impact of the new artwork series, Renee McCarthy, Director of Corporate Affairs at Kellanova ANZ, emphasized the importance of raising nationwide awareness:
“Through our partnership with the Cool Soil Initiative, we are on a mission to raise awareness of the importance of healthy soil and its crucial role in developing quality crops and a sustainable food supply from paddock to plate. Based on these new findings, Aussies want to know more.”
McCarthy’s message underscores a growing national interest in sustainability, regenerative agriculture and transparent food production. The Cool Soil Critters campaign not only informs but empowers Australians to take part in broader conversations about climate change, biodiversity and food resilience.
Adding a scientific perspective, Dr. Cassandra Schefe, Principal Scientist at the Cool Soil Initiative, highlighted how industry support accelerates progress on the ground:
“Investment from partners like Kellanova supports farmers to innovate their farming practices, which helps them to produce healthy soil and crops. There is more than meets the eye when it comes to our soil – it is something to be protected, and that’s what we wanted to bring awareness to through this campaign.”
Dr. Schefe’s insights reinforce that improving soil health is not a one-time effort but a long-term commitment requiring collaboration between scientists, farmers, corporations, educators and the public.
A Campaign with Real Impact
The Cool Soil Critters campaign has resonated strongly with audiences, combining scientific research, environmental education and creative storytelling to create a movement around soil health. The initiative also reflects Kellanova’s broader purpose—to nourish people and the planet through responsible sourcing, sustainable agriculture and community partnerships.
We are proud to share that the campaign’s success was recognized nationally. At the 2025 Golden Target Awards, Australia’s longest-running and most prestigious communications and public relations awards program, Cool Soil Critters won Gold in the Sustained Campaign category. This recognition reflects the enduring value of the work and its meaningful impact on public awareness.
Source Link:https://newsroom.kellanova.com/
