For generations, the friendly yellow box of Cheerios has been a fixture on the American breakfast table. It’s often a baby’s first solid food, a reliable choice for toddlers, and a heart-healthy staple for adults. Brands like Cheerios, Lucky Charms, and Nature Valley, all under the General Mills umbrella, are more than just food; they are woven into the fabric of our daily lives, representing comfort, convenience, and a trust built over decades. But in an era of heightened consumer awareness and sophisticated scientific testing, that long-standing trust is being put to the test. Recent reports from watchdog organizations have raised serious questions about the presence of agricultural chemicals in some of our most beloved foods. The story of General Mills is a crucial case study in this modern food fight. It involves complex chemicals with hard-to-pronounce names, battles between advocacy groups and corporate giants, and a fundamental question that affects every consumer: Are the foods we eat every day truly as safe as we believe them to be? This article explores the recent controversies surrounding General Mills, particularly concerning the pesticides chlormequat and glyphosate, and what it signals for the future of our food supply.
The New Controversy: What is Chlormequat?
In early 2024 and continuing into 2025, the Environmental Working Group (EWG), a prominent consumer advocacy organization, published alarming reports that brought a new chemical into the public lexicon: chlormequat [1]. The EWG’s research, based on peer-reviewed studies, found this agricultural chemical in the vast majority of oat-based food products sold in the United States—including popular General Mills cereals like Cheerios.
So, what is chlormequat? It’s a type of pesticide known as a plant growth regulator. It’s used on grain crops like oats, wheat, and barley to prevent the stems from bending over, which can make harvesting more difficult. While it has been used in Europe and other parts of the world for years, its presence in the U.S. food supply is a more recent development.
The concern stems from animal studies that have linked chlormequat to a range of health issues, including reproductive problems, fertility issues, and developmental harm [1]. While research on its effects on humans is still limited, the EWG and other health advocates argue that a chemical with these potential red flags has no place in our food, especially in products widely consumed by children.
The controversy deepened when it was revealed that the U.S. Environmental Protection Agency (EPA), in 2023, proposed allowing the first-ever use of chlormequat on crops grown within the United States [2]. Previously, its presence was due to imported oats from countries like Canada. This move by the EPA, which consumer groups are fiercely opposing, could lead to even higher levels of the chemical in the food supply. For a company like General Mills, whose brand identity is deeply connected to wholesome, family-friendly oats, the discovery of chlormequat in its products presents a significant public relations and food safety challenge.
An Echo of a Past Battle: The Glyphosate Issue
For General Mills, the chlormequat issue is an unwelcome echo of a previous, long-running controversy involving another chemical: glyphosate. Glyphosate is the active ingredient in the world’s most widely used herbicide, Roundup. Its use on oat crops is common, as farmers often spray it on the plants right before harvest to dry them out.
For years, the EWG has conducted tests showing the presence of glyphosate in numerous General Mills products, including Cheerios and Nature Valley granola bars [3]. This has led to a storm of media attention and lawsuits. Most notably, a high-profile 2019 lawsuit alleged that General Mills’ claim of “100% Natural” on its Nature Valley products was deceptive due to the presence of glyphosate.
The debate over glyphosate’s safety is fierce. In 2015, the World Health Organization’s International Agency for Research on Cancer (IARC) classified it as “probably carcinogenic to humans” [4]. This finding has been the bedrock for tens of thousands of lawsuits against Bayer (which now owns Roundup’s original creator, Monsanto), resulting in multi-billion dollar settlements for individuals who claim the herbicide caused their cancer.
However, regulatory bodies, including the U.S. EPA, have maintained that glyphosate is not likely to be carcinogenic to humans when used according to directions [5]. General Mills has consistently stood by the safety of its products, stating that any levels of glyphosate or chlormequat found are within the tolerance limits set by the EPA and are not a cause for health concern. This creates a confusing landscape for consumers: whom do you trust when advocacy groups, international health organizations, and federal regulators offer conflicting views?
The Broader Context: Ultra-Processed Foods and Consumer Trust
The scrutiny over specific chemicals in General Mills products is part of a larger, evolving conversation about our food system. The term “ultra-processed foods” has entered the mainstream, referring to industrial formulations that contain ingredients not typically used in home cooking, such as preservatives, artificial colors, and flavor enhancers.
Many of General Mills’ most popular products fall into this category. While they are fortified with vitamins and minerals, a growing body of scientific research links diets high in ultra-processed foods to increased risks of obesity, heart disease, and other chronic health conditions [6]. This has led to a new wave of legal challenges, with some lawsuits arguing that these products are so engineered for hyper-palatability that they undermine consumer health.
This broader skepticism places companies like General Mills in a difficult position. The very industrial efficiency that allows them to produce affordable, convenient, and shelf-stable food is now a source of consumer distrust. The battle is no longer just about single ingredients but about the entire philosophy of food production.
What Can Consumers Do?
Navigating this complex information can feel overwhelming. While regulators and corporations debate acceptable levels of chemical residues, consumers are left wondering what to put in their shopping carts. Here are some practical steps you can take:
- Look for the Organic Seal: The most effective way to avoid pesticides like chlormequat and glyphosate is to choose products with the “USDA Organic” seal. Organic farming standards prohibit the use of these synthetic chemicals.
- Read the Reports: Stay informed by reading reports from independent organizations like the Environmental Working Group (EWG) and Consumer Reports. They often provide lists of cleaner products and highlight those with higher levels of contaminants.
- Diversify Your Diet: Instead of relying on the same one or two breakfast cereals, try rotating different options, including whole foods like fruit, yogurt, eggs, or simple rolled oats (preferably organic).
- Voice Your Opinion: Companies are highly responsive to consumer demand. Supporting brands that prioritize cleaner ingredients and transparent sourcing sends a powerful message. You can also contact your representatives to advocate for stricter EPA regulations on agricultural chemicals.
The controversies facing General Mills underscore a major shift in our relationship with food. The trust that was once given freely is now earned through transparency, verifiable safety, and an alignment with consumer values. As testing becomes more sensitive and information flows more freely, the pressure on iconic brands to prove the purity of their products will only continue to grow, reshaping the aisles of our grocery stores.
References
1.American Medical Association (AMA). “What doctors wish patients knew about ultraprocessed foods.” https://www.ama-assn.org/public-health/prevention-wellness/what-doctors-wish-patients-knew-about-ultraprocessed-foodsr grocery stores one breakfast bowl at a time.
2.Environmental Working Group (EWG). “EWG Finds Toxic Pesticide in 92 Percent of Oat-Based Foods.” https://www.ewg.org/news-insights/news/2024/02/ewg-finds-little-known-toxic-chemical-four-out-five-people-tested
3.U.S. Environmental Protection Agency (EPA). “EPA Proposes to Register New Uses of Pesticide Chlormequat Chloride.” https://www.epa.gov/pesticides/epa-proposes-register-new-uses-pesticide-chlormequat-chloride
4.Environmental Working Group (EWG). “Roundup for Breakfast, Part 2: In New Tests, Weed Killer Found in All Kids’ Cereals Sampled.” https://www.ewg.org/news-insights/news-release/2018/10/roundup-breakfast-part-2-new-tests-weed-killer-found-all-kids
5.International Agency for Research on Cancer (IARC). “IARC Monographs Volume 112: evaluation of five organophosphate insecticides and herbicides.” https://www.iarc.who.int/wp-content/uploads/2018/07/MonographVolume112-1.pdf
6.U.S. Environmental Protection Agency (EPA). “EPA Releases Draft Risk Assessments for Glyphosate.” https://www.epa.gov/pesticides/epa-releases-draft-risk-assessments-glyphosate
Leave a Reply