The Daily - January 28, 2022 - 53

The Pulse
Ideas
B I G P I C T U R E
The Savory Institute's Land to
Market program is helping farmers
optimize their operations.
T K T K T K T K
Giving the
Land a Voice
Regenerative agriculture has become
a buzzword. But to really make a difference
for farmers and consumers, we
need to accurately measure land health.
By Chris Kerston and David Rizzo
THE IDEA OF REGENERATIVE
agriculture has grown so rapidly
that it's become something of a
buzzword. A lot of organizations
use it to infer a whole myriad of
different claims, some of which are
more factual than others. While
it is encouraging to see so many
people interested in regenerative's
potential, any time something
becomes a trend in the zeitgeist,
it comes with risk of confusion or
watering down its original intent.
We think it's most helpful to
think of the word regenerative as
synonymous with " net positive, "
something that creates more than
it extracts.
With that in mind, we started
Land to Market at the Savory
Institute in 2018 to scale up the
action-leadership around regenerative
agriculture as rapidly as
possible and on an international
scale. At that point, we had seen
a lot of great work happening in
various values-driven programs,
and elevated claims such as certified
organic and grass fed. But
none of them inherently spoke to
measured improvements in land
health. We knew that was a critical
missing piece, since measurement
is actually a function of optimization.
Our desire was to give the
land a voice in the marketplace.
Our answer is called Ecological
Outcome Verification (EOV). EOV
measures land health holistically
at the farm level and provides
proven science for this larger
movement; then Land to Market
connects those claims and the
corresponding impact accounting
to products coming from those
farms and ranches. To date, 2.35
million acres across the globe have
been measured by EOV, which
speaks to both the scale of its
impact and the variety of regions
where it's being deployed. Demand
is growing exponentially, and the
work is happening in every corner
of the world.
To properly unleash these tools
into the market, we work directly
with producers and consumers
across a variety of fronts. EOV
serves farmers first and foremost
to help them optimize their
operations. It meets every single
farmer and rancher where they
are, regardless of whether they are
a seasoned regenerative farmer
or an aspiring upstart who is still
figuring out the basics but wants to
be part of the bigger solution. With
that in mind, we must acknowledge
that agriculturalists have
delivered what the world asked
for-cheap and fast food-but
often begrudgingly. As a result, we
" WE BELIEVE THAT EVERYONE CAN
WIN WHEN WE VALUE CONSUMERS'
DESIRES AND HONOR THE FARMERS'
PLIGHTS AND THEIR ROLE AS
AMBASSADORS TO THE SOIL. "
embrace a journey mindset. We
are not segregating the good actors
from the bad.
On the other end of the chain,
we help consumers engage with
products that serve their values
for environmental impact. People
no longer have to guess what kind
of impacts a product may have on
ecological health; instead, they can
know it was grown and produced
in ways that improve landscapes.
We believe that everyone can
win when we value consumers' desires
and honor the farmers' plights
and their role as ambassadors to
the soil. This truly is the beginning
OUTDOOR RETAILER SNOW SHOW 2022 /
53
of a long-awaited food and fiber
democracy, where people can vote
with their dollars on environmental
impact. It is an exciting time,
to say the least. However, we are
not content, nor are we satisfied.
Because although the flywheel
is spinning, we must continue to
cultivate this ongoing growth. We
have so much more to accomplish
together.
Chris Kerston is the chief commercial
officer, and David Rizzo is
the chief operating officer of
Land to Market. Learn more at
savory.global/land-to-market
COURTESY LAND TO MARKET

The Daily - January 28, 2022

Table of Contents for the Digital Edition of The Daily - January 28, 2022

The Daily - January 28, 2022 - Cover1
The Daily - January 28, 2022 - Cover2
The Daily - January 28, 2022 - 1
The Daily - January 28, 2022 - 2
The Daily - January 28, 2022 - 3
The Daily - January 28, 2022 - 4
The Daily - January 28, 2022 - 5
The Daily - January 28, 2022 - 6
The Daily - January 28, 2022 - 7
The Daily - January 28, 2022 - 8
The Daily - January 28, 2022 - 9
The Daily - January 28, 2022 - 10
The Daily - January 28, 2022 - 11
The Daily - January 28, 2022 - 12
The Daily - January 28, 2022 - 13
The Daily - January 28, 2022 - 14
The Daily - January 28, 2022 - 15
The Daily - January 28, 2022 - 16
The Daily - January 28, 2022 - 17
The Daily - January 28, 2022 - 18
The Daily - January 28, 2022 - 19
The Daily - January 28, 2022 - 20
The Daily - January 28, 2022 - 21
The Daily - January 28, 2022 - 22
The Daily - January 28, 2022 - 23
The Daily - January 28, 2022 - 24
The Daily - January 28, 2022 - 25
The Daily - January 28, 2022 - 26
The Daily - January 28, 2022 - 27
The Daily - January 28, 2022 - 28
The Daily - January 28, 2022 - 29
The Daily - January 28, 2022 - 30
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The Daily - January 28, 2022 - 33
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The Daily - January 28, 2022 - 35
The Daily - January 28, 2022 - 36
The Daily - January 28, 2022 - 37
The Daily - January 28, 2022 - 38
The Daily - January 28, 2022 - 39
The Daily - January 28, 2022 - 40
The Daily - January 28, 2022 - 41
The Daily - January 28, 2022 - 42
The Daily - January 28, 2022 - 43
The Daily - January 28, 2022 - 44
The Daily - January 28, 2022 - 45
The Daily - January 28, 2022 - 46
The Daily - January 28, 2022 - 47
The Daily - January 28, 2022 - 48
The Daily - January 28, 2022 - 49
The Daily - January 28, 2022 - 50
The Daily - January 28, 2022 - 51
The Daily - January 28, 2022 - 52
The Daily - January 28, 2022 - 53
The Daily - January 28, 2022 - 54
The Daily - January 28, 2022 - 55
The Daily - January 28, 2022 - 56
The Daily - January 28, 2022 - 57
The Daily - January 28, 2022 - 58
The Daily - January 28, 2022 - 59
The Daily - January 28, 2022 - 60
The Daily - January 28, 2022 - 61
The Daily - January 28, 2022 - 62
The Daily - January 28, 2022 - 63
The Daily - January 28, 2022 - 64
The Daily - January 28, 2022 - Cover3
The Daily - January 28, 2022 - Cover4
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https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
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