James McFarland, 90; Led General Mills in Tripling Its Business

James P. McFarland, 90, who started selling bags of flour and became the president and chief executive officer of General Mills, died Friday of unspecified causes in Golden Valley, Minn.

During his tenure at the food giant, which makes cereals such as Wheaties, Cheerios and Total as well as packaging vegetables and other foodstuff, the company tripled its business.

A graduate of the Tuck Business School at Dartmouth College, McFarland spent his entire career with General Mills from 1934 until his mandatory retirement at age 65 in 1977.

He began as a regional sales manager in Great Falls, Mont., and was named president in 1967, CEO the following year and chairman of the board in 1969.

Preaching “D.D.I.” for “Discernment, Development and Implementation,” McFarland led the company to increase annual sales from $885 million in fiscal 1969 to $2.6 billion in fiscal 1976.

He also promoted corporate social responsibility by helping form the Minnesota Business Partnership to combat such problems as air and water pollution.