The yogurt giant Dannon, looking to tap into the public’s growing concern about the source of its food, is establishing a direct pipeline to some farms that supply the company with milk, part of an ambitious plan to influence farm practices right down to the dirt.

Under a new supply system that the company will announce on Wednesday, farmers in the program must adhere to Dannon-dictated animal welfare standards and work to improve and conserve soil on their farms, among other things.

“Engaging in this direct way with our milk suppliers allows us to join them in a journey to improve agricultural practices and reduce their footprint on the environment, which in turn reduces Dannon’s footprint on the environment,” said Mariano Lozano, chief executive of the Dannon Company.

The company’s program plays into an array of consumer trends, from the desire for better treatment of farm animals to a preference for the wares of small, new food companies that promote the simplicity and purity of their products. Those upstarts represent stiff competition for Dannon, whose yogurts represent more than a third of those sold in America.