Grounded Growth Collective

Author: Walt

  • From Customer to Advocate: How to Grow a Loyal Community Around Your Regenerative Business

    From Customer to Advocate: How to Grow a Loyal Community Around Your Regenerative Business

    Practical ways to turn buyers into believers (without burning yourself out)

    If you’re running a regenerative ag business, you’ve already got a powerful story. You’re doing the hard, hopeful work of healing the land, rebuilding local economies, and feeding people in a way that respects the Earth. That alone sets you apart. 

    However, in a crowded market (and with limited time and resources), you need more than just a good product. You need people who believe in what you’re doing so much that they tell their friends.

    In other words, you need advocates.

    So, how do you turn a one-time customer into someone who spreads the word for you? Let’s break it down and then dig into some real-world, doable strategies.

    What’s the difference between a customer and an advocate?

    Understanding the spectrum of customer relationships helps you see where to focus your energy.

    • Customer: Someone who buys from you once. Maybe they saw you at a market, stumbled on your site, or were given one of your products as a gift.
    • Repeat customer: Someone who buys more than once. They like what you offer. They trust it. But they’re not necessarily emotionally connected.
    • Fan: Someone who really gets you. They love what you’re about, follow your updates, and maybe comment or like your posts. They’re proud to support you.
    • Advocate: Someone who goes out of their way to spread the word. They recommend you to friends, share your posts, leave reviews, and maybe even defend your values in public. They’re part of your story, and they act like it.

    Your goal isn’t to “convert” everyone. It’s to make it easier for those fans and advocates to emerge naturally.

    Here’s how to do that, without a big team, fancy software, or a marketing degree.

    1. Start by showing up with heart and consistency

    People don’t advocate for businesses they feel disconnected from. They advocate for businesses they trust, and trust is built over time.

    That means showing up regularly in the places you’ve chosen to be (your email newsletter, your social media, your farm stand or delivery box) with an honest, consistent voice. Share what you’re doing, what you’re learning, and what you care about. Let people into your world.

    You don’t have to be everywhere. But you do have to be real. The more people see you as a human being (not just a product), the more likely they are to root for you, talk about you, and stick with you through the seasons.

    2. Make your customers feel seen

    This one’s simple, but powerful.

    When someone buys from you, thank them personally. Mention their name. Remember what they bought if you can. Ask a question or check in on how they liked it. Send a quick follow-up email if possible (and getting customer emails and permission to message them is a huge step toward a successful marketing strategy). Tag them in a post if they share something. Handwrite a note if you’re mailing a product. You get the idea.

    These tiny gestures build a bridge. We’re all so inundated with faceless transactions (even when they’re made in person) that being remembered is rare and memorable.

    And when someone feels seen, they’re far more likely to come back and to tell their friends.

    3. Invite people into the story

    People don’t just want to support something good. They want to feel like they’re part of it. So, look for low-lift ways to make your customers feel like insiders:

    • Share your process. Let people see what goes into your work (planting, harvesting, packing, planning). It builds appreciation and emotional investment.
    • Ask for feedback. Use a quick poll or open-ended question to learn what people care about. They’ll feel included, and you’ll get insights you can actually use. You get bonus points if you actually put those suggestions to use.
    • Celebrate your supporters. Highlight customer stories or quotes. Post pictures they’ve shared. Make it about them as much as it’s about you.

    When people feel like co-creators, not just consumers, they start to advocate without even being asked.

    4. Make it ridiculously easy to share

    Sometimes people want to share your business, but friction gets in the way. Help them out and make it easy:

    • Include shareable links or templates in your emails (like: “Forward this to a friend who cares about soil health.”)
    • Create a few simple, clear images they can repost on social media.
    • Offer referral codes or discounts they can give to friends (this can be informal, just “mention [customer’s name] and get 10% off”).
    • Ask for reviews and make the link really obvious.
    • Post your story and your “why” clearly on your website, so people have something meaningful to point others to.

    Remember: advocacy isn’t always loud. Sometimes it looks like a quiet recommendation, a forwarded link, or a post reshared at the right time. Every single one counts.

    5. Reward the love (but keep it genuine)

    You don’t have to offer a formal “ambassador program” (although that can work too). But finding small ways to show appreciation for your most loyal customers goes a long way.

    • Slip an extra item into a regular’s farm box.
    • Offer a sneak peek of a new product.
    • Send a note saying, “Thanks for telling your friends, it means the world.”
    • Give a special thank-you to someone who left a great review or tagged you in a post.

    This kind of reciprocity deepens relationships and shows people that their support matters.

    6. Keep your values front and center

    People become advocates when they believe in your mission, not just your product. It also helps when they see (and understand) how you walk the walk, instead of just talking.

    Don’t be afraid to speak up about what you stand for. Tell people what “regenerative” means to you. Talk about how your practices support biodiversity, local economies, or food justice. Be specific. Be bold.

    Your values help attract the right people, the ones who aren’t just looking for a good tomato but for a better food system. Those are the people who stick around. They’re the people who tell your story for you.

    In the end, it’s about connection, not conversion

    Turning customers into advocates doesn’t require a huge marketing push. It just needs a commitment to making a genuine connection.

    The goal should be creating an experience that people want to be part of, because it reflects their values, nourishes their lives, and makes them feel like they belong.

    And the best part? When you focus on building relationships instead of chasing sales, advocacy comes naturally.

    Want help telling your story or building a stronger connection with your customers? Grounded Growth Co. can help you grow your community as deeply as you grow your soil. Get in touch with us.

  • How to Explain Sustainable vs. Regenerative Agriculture

    How to Explain Sustainable vs. Regenerative Agriculture

    A plainspoken guide for regenerative business owners who need to tell the difference clearly and often

    If you run a regenerative business, you’ve probably found yourself in this conversation more than once:

    “Oh, so you’re an organic farm?”

    “So, you do sustainable stuff, right?”

    “Wait, what exactly does regenerative mean?”

    It’s a fair question. These words get thrown around a lot, especially by companies that don’t always back them up with real practices. But as someone doing the work for real, you need to be able to explain the difference, quickly, clearly, and in a way that connects with whoever’s listening.

    This post is here to help you do just that.

    First, let’s lay out the three terms

    Here’s a simple way to frame it:

    • Conventional agriculture takes more than it gives.
    • Sustainable agriculture tries to break even.
    • Regenerative agriculture gives more than it takes.

    Let’s look a little closer.

    Conventional ag: efficient, extractive, and costly

    This is the dominant system. It puts yields and profits above all else. It’s heavy on synthetic inputs like fertilizers, pesticides, and herbicides (and can’t succeed without those inputs). It strips soil, pollutes water, and drives climate change. It often treats animals like machines and people like cogs in a system.

    Sure, it’s efficient in the short term. But it’s also what’s led us here: eroded topsoil, dead zones in rivers, declining pollinators, and communities cut out of their own food systems. It’s not a long-term plan. It’s a short-term fix that creates long-term harm.

    Sustainable ag: a step in the right direction

    Sustainable agriculture is often where the conversation starts to shift. It’s about reducing harm, which can look like: using fewer chemicals, saving water, rotating crops, and supporting better treatment of workers and animals. All of which are good things.

    The goal of sustainable ag is to keep doing what we’re doing, just less destructively. But it doesn’t always go far enough. It still tends to treat nature like a system to manage, not a living relationship.

    It’s like saying, “Let’s not overdraw the account.” And that’s better than running it into the ground. But it’s not enough to heal what’s been damaged.

    Regenerative ag: healing, rebuilding, giving back

    Regenerative agriculture goes several steps further. There’s more to it than doing less harm. It’s about actively making things better for the soil, the water, the climate, and the community (both human and more-than-human).

    It’s about improving the land every year, not just preserving what’s left. It’s rooted in relationships: with the land, with the ecosystem, with the people you feed.

    Regenerative ag can look different in different places, but it usually includes practices like these:

    • Cover cropping and no-till planting
    • Rotational grazing with animals
    • Composting and natural amendments
    • Local seed varieties and perennial crops
    • Integrating native species and habitat

    The goal is to give back more than you take and help future generations inherit land that’s richer, not poorer.

    So, how do you talk about all this?

    Now that we’ve got the concepts clear, let’s talk about communication.

    As a regenerative producer or business owner, you probably don’t have time for a TED Talk every time someone asks. You need to be able to adapt your message to:

    • Different audiences
    • Different formats
    • Different levels of knowledge

    Here’s how to do it.

    Know your audience

    How you explain your work depends on who’s listening.

    To a curious but uninformed shopper:

    Use analogies. Keep it simple.

    “Sustainable means we’re trying not to do more damage. Regenerative means we’re trying to heal the damage that’s already been done.”

    “We don’t just avoid chemicals; we build the soil, so it stays healthy on its own.”

    To a conscious consumer who already shops organic:

    Get specific. Talk about the how.

    “We go beyond organic. We don’t just avoid synthetic inputs. We use cover crops and animals to build carbon and restore fertility.”

    “Our practices help pull carbon out of the atmosphere and store it in the soil.”

    To a fellow farmer or land steward:

    Speak practically. Share results.

    “Switching to rotational grazing improved our pasture health and cut our feed costs.”

    “Since we started cover cropping, we’ve reduced erosion and increased water retention.”

    To policymakers, institutions, or investors:

    Talk about systems. Use data if you have it.

    “Regenerative agriculture improves resilience, sequesters carbon, and supports rural economies.”

    “This approach supports long-term food security while reducing environmental risk.”

    Adapt to the format

    Not every message needs a deep dive. Here’s how you can explain regenerative ag in different places:

    On your product label or packaging

    Keep it short, clear, and concrete.

    “Grown with regenerative practices that heal the soil & support local ecosystems.”

    “No chemicals, no shortcuts, just better land & better food.”

    In social media posts

    • Use storytelling and visuals.
    • Show a before/after photo of your soil.
    • Tell a short story about how you revived a tired field.
    • Share a quote about what the land is teaching you.

    In a newsletter or blog

    • Break down concepts. Take your time.
    • You can compare systems, share your journey, or highlight one specific practice.

    At the farmers market or a local event

    • Lead with the why. Share your values.
    • People buy from people. You don’t need a sales pitch, just a real conversation.

    Stay honest and human

    You don’t have to know all the right words. You don’t have to convince everyone. Just speak plainly. Be proud of the work you’re doing, and when in doubt, let your land and your food speak for itself.

    The truth is that most people want to understand. They just haven’t had it explained in a way that feels clear, respectful, and grounded in real life.

    That’s your opportunity.

    Regenerative ag tells a better story, so tell it well

    You’re not just selling a product. You’re offering people a chance to be part of a better food system. One that restores land, supports farmers, respects animals, and nourishes communities. That’s a story worth telling, and people are hungry for it.

    So, whether you’re printing a label, posting a photo, or standing behind a table at market, take a moment to make the difference clear. Help them understand what makes your work regenerative and why that matters.

    Want help telling your story in a way that connects? Grounded Growth Co. supports regenerative businesses with clear, honest messaging that reflects who you are and what you stand for. Let’s put your values into words, so your people can find you. Get in touch.

  • How to Tell Your Business’s Story (Without the Fluff)

    How to Tell Your Business’s Story (Without the Fluff)

    Real steps for regenerative businesses that want to connect and grow

    If you’re building a regenerative business, chances are you’ve got a story worth telling. You didn’t just stumble into this kind of work. You saw something broken (maybe in agriculture, in the way we treat the land, or in how disconnected our supply chains have become) and you decided to do something different.

    We’ve already talked about why that story matters. Now let’s get into the how. No, you don’t need to start putting together a flashy brand video or building the perfect Instagram grid. Telling your story should focus on clarity, consistency, and making sure the right people (the ones who share your values and want what you’re offering) can find you and understand what you’re about. 

    Here’s how to start telling your story in a way that connects.

    1. Know your “why,” and write it down

    If you’ve read Start With Why or listened to enough brand consultants, you’ve heard this before. But here’s the thing: most people think they know their why, at least until they try to explain it.

    “I want to help the planet” is too vague. “I want to grow food in a way that heals the soil, supports rural livelihoods, and gives people an alternative to the industrial food system” is a lot more specific.

    Take some time to write out your why. Think about what sparked this work for you in the first place. Was it a personal moment? A realization? A frustration that built over time? Use real language, not buzzwords. Talk like yourself. Then, test it out: can you explain it in a single sentence? Could your team? Could your customer?

    Once you’ve got your why, weave it into everything (your website, your social posts, your packaging, your farmers market booth). Skip the sales speak, though. Do it in a human way. People want to know who they’re buying from, especially in regenerative and values-based spaces.

    2. Tell the story of your how

    Once people understand why you do what you do, the next question is usually: “How does that work?”

    Regenerative businesses tend to have complex, nuanced processes. That’s a strength, not a weakness, but it means you need to slow down and explain them in a way people can follow.

    However, resist the urge to dumb it down. Don’t make it less than it is, just break it down. For example:

    • If you’re a farmer, walk people through your rotational grazing system or your composting process, with photos or video if you can.
    • If you run a supply chain company, explain how you verify your sources or how your logistics reduce carbon impact.
    • If you make a product, show what makes your ingredients, packaging, or partnerships different.

    People love behind-the-scenes stories. They want to see your hands in the soil. They want to know how you make decisions. Share that.

    3. Make it personal, but not all about you

    Your story is important. But here’s the truth: most people are looking for a story that reflects them. That helps them solve a problem, live out a value, or feel part of something meaningful. Ultimately, your brand (and your business) is less centered on you and more on how your customers see it in relation to their own goals and preferences.

    So, as you share your story, keep your audience in mind. Instead of just saying, “Here’s what we do,” shift it slightly to: “Here’s what we do, and here’s how it helps you.” Let’s look at a couple of examples:

    • “We grow nutrient-dense food using regenerative practices so you can feed your family in a way that aligns with your values.”  

    Of course, that might be too dense depending on who you’re talking to. You can make it more digestible without pandering or dumbing it down.

    Like: “Our veggies have more nutrients because our regenerative practices help make healthier soil, so you can feed your family wholesome, healthy food AND do good for the planet.”

    • “We make compostable packaging, so you don’t have to feel guilty about waste every time you open a new box.”
    • “We built a zero-waste café because you were tired of greenwashing and ready for something real.”

    Speak to your people. Let them see themselves in your story.

    4. Use plain language (please)

    In the regenerative world, we love our jargon (I mean, seriously: carbon sequestration, circular economy, biodynamic, soil microbiome). These are real and useful terms, but they can create a wall between you and your audience if you’re not careful.

    Unless your customers are all scientists or policy wonks, write like you talk. Use metaphors and examples. Invite people in, instead of making them Google every other sentence.

    For example:

    Instead of “We sequester carbon through multispecies cover cropping,” try “We plant a mix of crops that help pull carbon out of the air and feed our soil.”

    Instead of “Our model reduces Scope 3 emissions across the value chain,” say “We’ve figured out how to cut pollution at every step, from our suppliers to your doorstep.”

    Translate jargon into something that anyone can understand.

    5. Share consistently, not perfectly

    A lot of regenerative founders wait too long to tell their story. They think they need better branding or a finished farm before they start posting. But you don’t need a full-blown content strategy to start sharing your story. You just need to show up.

    • Post a photo of your field and tell people what you’re planting this week.
    • Write a short blog post about how you got into this work.
    • Record a voice memo or quick video walking people through your process.
    • Send a simple email to your list once a month with updates, reflections, and maybe a tip or two.

    People want to follow your journey, not just your finished product. And the more consistently you share, the more people will come to understand (and care about!) what you’re doing.

    6. Don’t try to be everywhere

    You don’t need to be on TikTok, Twitter, Instagram, LinkedIn, and Substack, all at the same time, all the time. Pick one or two places where your audience hangs out that feel doable to you. Do them well.

    If you’re great on camera, short video might be your thing. If you’re a natural writer, maybe it’s your blog or email newsletter (or you can hire us to help fine-tune your stuff or create original content from scratch). If you’d rather just talk, maybe it’s a podcast or occasional audio update.

    The right format is the one you’ll actually use. The goal is to connect.

    7. Let your customers help tell it

    Your customers are part of your story, too. And when they tell it, it carries a kind of credibility and relatability that no amount of copywriting can match.

    So, invite them in:

    • Ask for reviews or testimonials.
    • Share user photos and feedback on your social channels.
    • Highlight community members in your newsletter.
    • If you give farm tours, ask for permission to show pictures or post videos (never, ever do that without permission, though).
    • Interview a few of your best customers and turn their stories into case studies or blog posts.

    When people see others who love what you do (and understand why) it helps them trust you too.

    This is about relationships, not marketing

    At the end of the day, storytelling isn’t just a content strategy. It’s how you build relationships with your customers, your community, and your land. It’s how you invite people into something deeper than just a transaction.

    In a regenerative business, that’s everything. Write down your why. Share what’s real. And remember: when you need help, we’re here.

  • How Do I Use Content Marketing as a Regenerative Ag Business?

    How Do I Use Content Marketing as a Regenerative Ag Business?

    Real ideas, grounded expectations, and growing something that lasts

    If you run a regenerative farm or food business, you’ve probably heard you “need to do content marketing.” But what does that actually mean?

    Do you need to start a YouTube channel? Hire a social media manager? Write blog posts in between feeding the chickens and hauling compost?

    Here’s how to use content marketing as a regenerative ag business. Let’s start at the roots.

    Start with your roots: Why content matters in regenerative ag

    Content marketing is nothing more than building trust by telling your story over time.

    You’re not pushing ads or chasing algorithms. You’re planting seeds of connection, transparency, and education, and tending them consistently.

    That’s exactly what regenerative ag is all about: long-term relationships. With soil. With food. With people.

    Content marketing for regenerative ag businesses is pretty much what you’re already doing, just transformed into a different form (blog posts, social media posts, videos, etc.).

    When you share what you’re doing and why you’re doing it, you invite others to be part of the journey. And that connection can turn into support, whether that means customers at the farmers market, buyers for your CSA, wholesale partnerships, or just people cheering you on.

    Regenerative ag content marketing ideas that actually fit your farm or food business

    Ready to put content marketing to work on behalf of your regen ag business? You don’t need to reinvent the wheel or post every day. You probably already have stories worth sharing; you just need to put them in front of the right people.

    Here are some content ideas that are simple, real, and doable:

    1. Tell your origin story

    How did your farm begin? What made you decide to farm regeneratively? Was it a moment of reckoning, a lifelong dream, or a slow evolution? People love origin stories. They help us feel connected and inspired.

    → Write a short blog post, film a casual video, or share a photo with a caption that tells your “why.” Then put that content out there (more on where to do that in a later post).

    2. Share what’s happening on the farm

    Seasonal updates are a great way to show people what regenerative farming looks like throughout the year. Talk about new varieties, planting challenges, harvesting successes and failures, weather issues, cover cropping, or the way a field has improved over time.

    → This works great as a monthly newsletter or even just a weekly Instagram post.

    3. Teach a little something

    Most people have no idea what “regenerative ag” actually means. When you explain things like rotational grazing, compost teas, or building soil organic matter, you’re building trust and making folks more familiar with the movement as a whole, and your business specifically.

    → Try short educational posts or reels, especially with before-and-after visuals.

    4. Go behind the scenes

    Don’t underestimate the power of realness. Photos of muddy boots, sunrise chores, or a close-up of hands in the soil connect with people far more than stock photography ever could.

    → Candid snapshots and quick stories are perfect for Instagram, Facebook, or Stories.

    5. Highlight your partners

    If you sell to local restaurants, grocery stores, or co-ops, give them a shoutout. A photo of your carrots on someone’s plate or a post about your relationship with a chef can deepen both your networks.

    → Tag partners when you can. It helps spread your reach organically and shows them love. And remember that you want them to thrive.

    6. Share recipes or usage tips

    If you’re selling produce, meat, or specialty goods, show people how to use them. A simple recipe or prep tip can make your product feel more accessible and more valuable.

    → Consider a “What to Cook This Week” section in your newsletter or blog.

    What to expect: The long game of content marketing for regenerative ag businesses

    Here’s the honest truth: Content marketing is a slow build. It’s not going to give you an overnight flood of customers or go viral with a single post. And that’s okay.

    Thta’s because the customers and partners who find you through content marketing aren’t looking for the cheapest deal. They’re looking for connection, purpose, and meaning. They’re looking for you.

    Expect:

    • Slow but steady growth, especially at first.
    • More engaged customers, even if your audience is small.
    • More word-of-mouth referrals, because people remember stories, not ads.
    • A stronger brand identity, rooted in your real values, not a marketing gimmick.

    Content marketing is a compost pile. You build it little by little. It takes time. But eventually, it turns into rich, fertile soil for your business to grow from.

    A few tips to keep it sustainable (for you, too)

    Content should support your farm, not drain it. Here’s how to make it work without burning out:

    • Pick one or two platforms and focus on those. A blog and a newsletter. Instagram and email. Keep it manageable.
    • Batch your work. Set aside a couple of hours once a month to plan and create your posts in one go.
    • Use your seasons. Winter is great for storytelling and planning; summer is great for quick, visual updates.
    • Keep it honest. You don’t have to be polished. People want to see what’s real.
    • Ask for help. Don’t be afraid to bring in a content writer, photographer, or marketing-minded friend if it feels overwhelming.

    The wrapup: You already know how to grow things

    Regenerative farmers understand that growth takes time and that the best results come from patience, care, and good soil. Content marketing for regenerative ag businesses works the same way.

    When you treat your online presence with the same thoughtfulness you bring to your land, people notice. They connect and they come back.

    So start small, share what’s true, and let it grow. And if you need a hand when it comes to effective content writing, get in touch!

  • The Reciprocity of Storytelling: A Path to Ethical Marketing

    When you tell a story, who benefits? That probably feels like a weird question. Maybe it is, but the answer lies at the heart of whether your marketing uplifts or exploits, builds trust, or fractures it.

    Robin Wall Kimmerer, in her beautifully interwoven book Braiding Sweetgrass, speaks of reciprocity: the idea that all living things are connected through a mutual exchange of giving and receiving. Plants give oxygen; we breathe it in. The Earth provides food; we return gratitude—or perhaps compost, or care for the land. This isn’t a one-sided transaction. It’s a cycle, a relationship, and a reminder that nothing exists in isolation.

    The same principle applies to storytelling in marketing. At its best, storytelling should offer something meaningful to your audience—a gift, not a grab. It should invite a conversation, not impose an agenda.

    Storytelling as a Gift

    Too often, marketing is seen as a megaphone—a way to broadcast a message to as many people as possible. But genuine storytelling is more like planting seeds. You offer something of value: knowledge, inspiration, or connection. In return, you might gain trust, loyalty, or even advocacy.

    This reciprocity hinges on your intention. Are you telling a story to serve your audience, or to manipulate them? The latter might win short-term conversions, but the former builds enduring relationships.

    When Storytelling Fails the Reciprocity Test

    Consider a story that’s all take and no give—a tale spun to mask the truth or extract as much as possible from an audience. It’s the brand that markets “green” products while dumping toxic waste, or the influencer pushing an unattainable lifestyle for clicks and commissions. These stories harm the audience but they hurt the storytellers themselves, eroding trust and authenticity over time.

    The Reciprocity Model in Action

    Ethical storytelling asks: How can my story give back? It’s not just about what you sell but how your business contributes to the ecosystems it touches—natural, social, and economic.

    Take Patagonia, for example. Their stories don’t just highlight products; they amplify the voices of environmental activists and educate audiences on sustainability. They give knowledge, foster awareness, and build a community around shared values.

    Or think about smaller brands that integrate reciprocity by sharing stories of their supply chains, and acknowledging the people and resources behind their products. This transparency invites customers to become co-creators in a cycle of mutual respect and care.

    Incorporating Reciprocity into Your Marketing

    How do you bring reciprocity into your storytelling? Start by shifting your perspective:

    1. Listen First: What does your audience value? What challenges do they face? Craft stories that respond to these needs, not just your sales goals.
    2. Give Freely: Share knowledge, resources, or inspiration without strings attached. This might mean a how-to guide, a free webinar, or just a heartfelt story.
    3. Acknowledge Your Partners: Whether it’s the land, your team, or your suppliers, weave their contributions into your narrative.
    4. Close the Loop: Show your audience how their engagement completes the cycle. For instance, highlight how their support enables your business to give back to the community or environment.

    The Bigger Picture

    Ultimately, storytelling isn’t just a marketing tactic. It’s a way to reflect and reinforce your values. And when you tell stories rooted in reciprocity, you do more than grow your business—you build something enduring: a relationship based on mutual respect and care.

    Imagine a world where every story gave back as much as it took. That’s the world reciprocity calls us to create.

  • Marketing Without Greenwashing: The Dos and Don’ts for Regenerative Ag Businesses

    Marketing a regenerative ag business is more than a little challenging. You’ve got a powerful story to tell, one rooted in healing the earth, supporting local economies, and prioritizing the long-term health of ecosystems. But telling that story comes with responsibility. 

    If you’re not careful, you risk falling into the trap of greenwashing: overselling your sustainability efforts or misrepresenting what regeneration truly means. And here’s the thing, your customers can spot that a mile away.

    The good news? Authenticity will always win, even if you’ve had some missteps in the past. How do you tell your story authentically, warts and all? 

    Let’s dig into how you can do that with integrity while avoiding the common pitfalls of greenwashing.

    What Is Greenwashing and Why Should You Care?

    Greenwashing happens when businesses exaggerate or misrepresent their environmental claims. Here’s Merriam-Webster’s definition: 

    Greenwashing: The act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is.

    It’s not always intentional, though. Sometimes it’s a byproduct of trying to market good intentions before they’re fully realized. But whether deliberate or not, greenwashing damages trust and trust is the bedrock of regenerative marketing.

    Your customers aren’t just looking for pretty pictures of wildflowers or slogans about saving the planet. They want to know what you’re really doing, where you’re still falling short, and how you’re working to improve.

    Is Greenwashing a Real Problem? A Look at the Numbers

    Greenwashing stats are hard to nail down because the topic’s pretty vast and covers nearly every industry (and every nation) on the planet. According to ESG Dive, RepRisk, and edie:

    • Greenwashing cases globally decreased in 2024 by 12% but increased in severity by 30%.
    • Greenwashing cases in the US increased by 6% overall, but some sectors saw a decrease (banking and financial services, for instance).
    • The industries most likely to greenwash their efforts? Oil and gas and food and beverage.
    • And almost 30% of the companies guilty of greenwashing in 2023 were repeat offenders in 2024.

    So, is greenwashing a problem? Yes, particularly in the US. How do you avoid it? Follow these dos and don’ts in your marketing.

    The Dos of Authentic Regenerative Marketing

    1. Be Transparent About Your Practices

    Don’t shy away from the messy truth. Maybe you’re still transitioning a portion of your farm to regenerative methods, or your supply chain isn’t as clean as you’d like it to be. That’s okay. Share your progress and be honest about the challenges you face. Customers value your honesty more than a polished story that doesn’t hold up under scrutiny. Tell them where you are, where you’re going, and how you’re getting there.

    2. Back Your Claims with Evidence

    If you’re claiming to sequester carbon or restore biodiversity, show the data. Maybe it’s a soil health report, a third-party certification, or just a clear explanation of your practices and what they mean ecologically. Whatever it is, be prepared to back up your claims with specifics. And if you are called on it, take it as a good sign. Your customers are invested and interested enough to want to know more. Let them hold you accountable. 

    3. Focus on Education, Not Ego

    Your story is a tool for connection, not self-congratulation. Use your platform to teach your audience about regenerative practices—why they matter, how they work, and what they mean for the future. When your marketing becomes a vehicle for education, it invites people into a larger movement, not just your brand.

    4. Embrace Humility

    No one has it all figured out, and that’s true for regenerative businesses, too. Admit where you’re learning, where you’re struggling, and where you still need to grow. A little humility goes a long way in building credibility and trust.

    The Don’ts of Regenerative Marketing

    1. Don’t Overpromise

    It’s tempting to pretend your work is a silver bullet for the planet’s troubles, but regeneration is a long-term process, not a quick fix. Be careful not to claim more than you’ve achieved, even if you’re headed in the right direction.

    2. Don’t Use Buzzwords Without Substance

    Words like “sustainable,” “green,” or “eco-friendly” have lost much of their meaning because they’re often used without context or applied where they shouldn’t be (like calling a product eco-friendly when it’s not even close). If you’re using these terms, explain how your business embodies them. Empty buzzwords do more harm than good, and the last thing the regenerative movement needs is more dilution of impact.

    3. Don’t Ignore the Bigger Picture

    Regenerative businesses don’t exist in a vacuum. Your work is connected to local communities, ecosystems, and economies. Ignoring these connections, or failing to acknowledge the trade-offs involved in your choices, makes your marketing feel forced or fake.

    4. Don’t Brush Over Imperfections

    Your customers don’t expect perfection. They expect progress. If there are areas where your practices fall short, own up to them. It’s better to address imperfections head-on than to pretend they don’t exist.

    Authenticity Matters More Than Ever

    When you market your regenerative business authentically, you’re doing more than selling a product. You’re building a relationship. You’re saying, “Here’s who we are, what we’re working toward, and how you can be part of it.” That resonates more deeply and lasts longer than any slick campaign.

    By avoiding the pitfalls of greenwashing and embracing honest storytelling, you’re also building trust. And in the regenerative world, that’s everything.

    Tell your story with integrity, back it up with action, and invite your customers to join you on the journey. 

  • Building Resilience from the Ground Up with Local Supply Chains

    Building Resilience from the Ground Up with Local Supply Chains

    I’ve talked some about scaling down/smaller systems and what it means for businesses. However, there’s a lot more to unpack here. At the heart of sustainable ag is resilience—the ability to adapt, withstand, and thrive amidst change. Investing in local supply chains is one of the most powerful ways businesses can foster resilience.

    While it looks great on paper, the global supply chain model is incredibly vulnerable. We’ve seen that firsthand in the disruptions from COVID-19, but also less dramatic situations, like the worldwide chocolate shortage and the rising price of coffee. We’ve seen how war in one region like Ukraine affects the cost of food on the other side of the planet.

    A single disruption—be it a pandemic, natural disaster, or geopolitical conflict—can ripple across continents, leaving businesses and consumers scrambling. On the other hand, local supply chains offer a different kind of strength.

    The Case for Going Local

    Once upon a time, most businesses got their materials and supplies locally. That changed with modern technology – railroads first, then big trucks, massive cargo ships, and aircraft. The problem is that the shift away from local suppliers puts supply chains at risk and isn’t sustainable. 

    In comparison, sourcing materials, supplies, or services from local providers isn’t just a nice idea—it’s a strategic move that benefits businesses, communities, and the planet. Here’s why:

    • Resilience: Local supply chains are inherently more adaptable. By shortening the distance between producers and consumers, businesses reduce their exposure to global disruptions. Local suppliers have a deeper understanding of regional challenges and can adapt fast when issues arise.
    • Economic Strength: When businesses invest locally, they help build strong local economies. This isn’t just about jobs. It’s about creating self-sustaining networks where money circulates within the community, fostering long-term stability and growth. In contrast, most of the money put into large businesses goes elsewhere.
    • Environmental Benefits: Transportation is a major contributor to greenhouse gas emissions. Local sourcing reduces the need for long-distance shipping, cutting emissions and reducing the environmental impact of logistics.
    • Community Trust: Consumers value businesses that support their communities. Working with local suppliers strengthens ties, builds goodwill, and creates a shared purpose.

    Interconnected Local Networks: A Vision for the Future

    Imagine a world where businesses in every region source primarily from local suppliers. Each area becomes a resilient hub, capable of meeting its own needs while contributing to a larger network of interconnected regions.

    Here’s how it works:

    • Local Independence: Each area builds community sufficiency through a range of local industries. Notice I didn’t say “self-sufficiency”. That’s because it’s a myth, just like pulling yourself up by your bootstraps. No one and nothing is self-sufficient. 
    • Interconnected Support: When one hub experiences a shortage or disruption, neighboring hubs provide support. This creates a dynamic system that balances local resilience with broader cooperation. Think of the Olympic logo (a series of interlocking rings). Each community is a whole, but tied into the greater whole and able to support those nearby in times of need.
    • Shared Innovation: Local hubs can become innovation centers, sharing best practices and technologies that ripple outward, benefiting the whole collective. An area that pioneers regenerative agriculture practices can teach those concepts to people in other areas. Another region where sustainable construction thrives can share ideas and techniques with other regions. You get the idea.

    This model mirrors natural ecosystems, where interconnected diversity creates strength and adaptability. Suzzane Simard discovered this in her forestry work: Competition is not the rule; cooperation and mutual support are. 

    How Businesses Can Support Local Supply Chains

    Switching to local sourcing will require a mindset shift, but the rewards far outweigh the challenges. The good news is that it doesn’t have to be incredibly complicated. Start where you are and with what you have. Work toward a better tomorrow. Here are a few steps to get started:

    • Audit Your Supply Chain: Map out where your materials and products come from. Identify opportunities to source closer to home. For instance, let’s say you run a small grocery store. Can you partner with local farmers and growers? What about other local producers who make things like soap or household goods?
    • Build Relationships: Partner with local suppliers and producers. Strong relationships create trust, reliability, and a shared commitment to quality. Identify those businesses within your area that can supply what your customers want to buy and start talking to them. 
    • Prioritize Sustainability: Work with local suppliers who share your values around environmental stewardship and fair labor practices.
    • Educate and Advocate: Use your platform to highlight the benefits of local sourcing, encouraging consumers and other businesses to join the movement. Point out that you’re sourcing from local providers. Not only will your customers love you for it, but it will also show other business owners that support for locally sourced products and services is high, encouraging them to follow your lead.

    Local Supply Chains as a Storytelling Opportunity

    Your journey toward local sourcing isn’t just a business decision—it’s a story waiting to be told. Sharing your commitment to local supply chains can deepen your connection with customers, who increasingly value transparency and community-focused efforts.

    Here’s how to incorporate it into your brand’s narrative:

    • Share the stories of your local suppliers. Highlight their expertise, challenges, and contributions to the community.
    • Be transparent about the process, including the obstacles you face. Authenticity builds trust.
    • Celebrate the ripple effects—how your choice to source locally is creating jobs, reducing emissions, or supporting regenerative practices.

    By going local and advocating and educating others to do so, you position your brand as a leader not just in sustainable agriculture, but in the movement to create a more resilient, equitable future.

  • It’s All Personal: The Myth of Business as Something Separate from Humanity

    It’s All Personal: The Myth of Business as Something Separate from Humanity

    You’ve probably heard the phrase, “It’s not personal, it’s just business.” Maybe you’ve even said it yourself. 

    It’s a comforting abstraction, isn’t it? Business becomes this impersonal force, a machine humming along, making decisions on spreadsheets far removed from the messy, emotional reality of human lives. 

    But here’s the thing: that’s a lie. Everything is personal because business, at its core, is human.

    Every decision (every product launched, every policy written, and every email sent) is made by a person. And those decisions ripple outward. As they do, they affect the lives of other people and the planet we share. 

    Sometimes those ripples create something beautiful, like a sustainable farm or a thriving community. But just as often, they wreak havoc, leaving poverty, pollution, and inequity in their wake.

    The good news? If all of this is human-made, it can be human-remade. But first, we need to stop hiding behind the idea that “it’s just business.”

    The Comfort of Abstractions

    Humans are storytellers. It’s how we make sense of the world. But some of the stories we tell ourselves are dangerous. We create abstractions like “the market,” “the economy,” or “the corporation,” and we use them to distance ourselves from the consequences of our actions.

    After all, if someone loses their job and then their home, it’s not our fault. It’s just the economy. It’s the market adjusting to different forces.

    But there’s really no such thing as “the market”. What we take as market adjustments are the ripples caused by people buying and selling company shares (another imaginary something) because of fear or greed or some other emotion.

    Take national borders. They’re nothing but imaginary lines, agreed upon by people long dead. Yet we use those lines to justify who gets clean water, who doesn’t, and who must risk their life crossing a desert for a shot at safety. Or consider the stock market, a giant game of make-believe where numbers on a screen dictate whether a rainforest lives or dies.

    Poverty? That’s another human construct. There’s no natural law that says some people must go hungry while others have more than they could ever use. Poverty is the result of choices made by individuals who act within governments and businesses, choices that prioritize profit over people.

    And here’s where business comes in. Every time a company slashes jobs to boost shareholder value or markets a product it knows will harm the environment or human beings, it’s not some faceless entity pulling the strings. It’s people (CEOs, marketers, and boards of directors) making those decisions.

    The Personal Consequences of “Just Business”

    Let’s bring it down to earth. Picture a fast-fashion brand rolling out a new collection. To hit that price point, someone—an actual person—signed off on sourcing materials from a supplier that pollutes local rivers. Another person approved wages that keep factory workers living in poverty. A marketing team crafted ads to convince you that those $10 jeans are a steal, not a theft from the planet.

    Or think about a tech company that builds an algorithm designed to maximize engagement. The people who wrote that code knew it would drive division, amplify disinformation, and harm mental health. But the trade-off (eyeballs for ad dollars) was considered worth it.

    None of these decisions were inevitable. They were made by people, knowing full well the harm they’d cause. It’s not the company that acted; it’s the humans behind it.

    Ethical Business Starts with Ethical Humans

    If a person makes every harmful decision in business, then every ethical decision can be, too. That’s the power, and the responsibility, of being human.

    Here’s the truth: businesses aren’t separate from society. They are society. The people who run them are your neighbors, your friends, maybe even you. And the choices they (and we) make determine the kind of world we live in. 

    That polluted river? It’s our (collective) fault. That homeless person? They’re homeless because of us. That child worried they’re not going to have enough to eat? Their starvation is made of our decisions.

    Ethical business doesn’t mean abandoning profit. It means recognizing that profit isn’t the only metric that matters. It’s about creating value without destroying lives or ecosystems. And it’s about understanding that every decision, no matter how abstract it seems, affects real people.

    The Role of Ethical Marketing in a Made-Up World

    Marketing sits at the intersection of business and storytelling. It’s where companies tell the world who they are, what they stand for, and why you should care. When marketing is done ethically, it builds trust and creates genuine connections. When it’s not, it manipulates and exploits.

    Think about the stories you tell as a business owner or decision-maker. Are they grounded in honesty, or are they designed to obscure uncomfortable truths? Are they about fostering long-term relationships, or just closing the next sale?

    Ethical marketing means telling the whole story, not just the convenient parts. It means showing the impact of a product, not just its price tag. And it means respecting your audience’s intelligence and autonomy, not exploiting their fears or insecurities.

    Reimagining Success

    If we want a more equitable world, we need to rethink what success looks like—not just for businesses, but for all of us. Success shouldn’t be measured by quarterly earnings or market share. It should be measured by the well-being of people and the health of the planet.

    What would happen if businesses prioritized flourishing over growth? If they focused on creating products and services that genuinely improve lives, instead of chasing trends or maximizing margins?

    This isn’t a pipe dream. There are plenty of examples out there of companies that are profitable but still put the planet and people first. We just need more of them to create the sea change needed.

    A Call to Action

    The next time you hear, “It’s not personal, it’s just business,” remember this: it’s always personal. Every decision, every action, every consequence can be traced back to a human being.

    So, let’s stop hiding behind abstractions. Let’s take responsibility for the worlds we create, both as individuals and as businesses. And let’s use marketing and storytelling to connect, not manipulate. To inspire, not exploit. To build a world where success isn’t measured in dollars but in the depth of the relationships we’ve nurtured and the good we’ve left behind.

    Because if everything is made up, we might as well make something better.

  • Regenerative Storytelling: Lessons from the Soil

    Regenerative Storytelling: Lessons from the Soil

    Imagine a farmer standing in a field holding a handful of soil. To the untrained eye, it’s just dirt. Nothing special there, right?

    But to the farmer, it’s a universe teeming with life. (Fun fact: a single teaspoon of soil can contain up to 1 billion microbes from 50,000 species). That soil holds the secret to regeneration—the key to restoring ecosystems, feeding communities, and ensuring a healthier planet.

    What if marketing could work the same way? What if our stories weren’t extractive, but regenerative—designed to nourish relationships, rebuild trust, and cultivate lasting connections?

    Just as regenerative agriculture and permaculture restore balance to natural systems, ethical storytelling in marketing can restore balance to how businesses connect with their audiences. 

    Let’s explore how these principles can shape a new approach to storytelling that serves both people and the planet.

    1. The Soil Is the Story

    In regenerative agriculture, everything begins and ends with the soil. It’s the foundation of life—rich, complex, and full of potential. In storytelling, your “soil” is your values, your mission, and your relationship with your audience.

    Without healthy soil, nothing thrives. And without a strong foundation of trust and authenticity, your marketing won’t either. Regenerative storytelling starts with asking: What do we stand for? Are we living those values in our actions?

    • Example: A small coffee company might share how they partner with regenerative farmers, spotlighting the lives and practices of the people who grow their beans. This isn’t just marketing; it’s a way to connect with customers by sharing a commitment to something bigger than profits.

    2. Interconnectedness: The Root System of Storytelling

    In a permaculture system, every element supports the whole. Chickens fertilize, trees provide shade, and cover crops protect the soil. Similarly, regenerative storytelling recognizes that everything in your business—your products, your team, your audience—is connected.

    Your stories shouldn’t exist in silos. They should show how your business fits into the larger picture—whether that’s your local community, your industry, or a global mission.

    • Example: Patagonia’s marketing often connects the dots between their products and environmental activism. They don’t just sell jackets and pants. They share stories about restoring rivers, protecting public lands, and fighting climate change.

    3. Incremental Change: Start Where You Are

    Regenerative practices don’t transform fields overnight. They start with small steps—cover crops, no-till farming, rotating livestock—and grow into something extraordinary over time. It takes initial action, an understanding of what to do (and what not to do), and patience. Ethical storytelling works the same way.

    You don’t need a perfect story or a flawless brand to start connecting with your audience. Be transparent about where you are and where you’re headed. Share the small, meaningful steps you’re taking to improve. Rinse and repeat. Eventually, all those smaller efforts will blossom into something larger.

    • Example: A skincare brand might share how they’re transitioning to plastic-free packaging as part of a wider effort to limit their environmental impact. Even if they’re not there yet, customers will appreciate the honesty and the effort.

    4. Tell Stories That Give Back

    Regenerative agriculture isn’t just about taking from the soil. Actually, it’s the reverse. It’s about giving back to the soil and creating a reciprocal relationship. The same principle applies to storytelling. Your stories shouldn’t just sell—they should educate, inspire, and uplift.

    Offer your audience value, whether that’s through knowledge, inspiration, or a sense of belonging. Make your marketing a two-way relationship, not a one-way broadcast.

    • Example: A regenerative farm might use marketing to share tips on composting, recipes for seasonal produce, or stories about the farmers who make it all happen. These stories build trust and loyalty because they give back to the community. Tenth Acre Farm and Stoney Creek Farm are both good examples of this in action.

    5. Rethink Success

    Perhaps the most radical lesson from regenerative agriculture is the idea that success isn’t measured by how much you take, but by how much you restore. In marketing, this means shifting the focus from growth at all costs to creating meaningful, sustainable relationships.

    What if the goal wasn’t to sell the most, but to sell better—to create products and services that truly improve lives and to build a loyal, engaged audience that believes in your mission?

    • Example: A tech company might focus on creating tools that empower users to live more sustainably, rather than pushing endless upgrades and upsells.

    A Regenerative Future for Storytelling

    At its heart, regenerative storytelling is about moving from extraction to collaboration, from manipulation to connection. It’s about recognizing that every story you tell is an opportunity to build something lasting—not just for your business, but for the world.

    When we take a page from the regenerative agriculture playbook, we see that marketing isn’t just a means to an end. It’s a chance to plant seeds, nurture growth, and create something that truly sustains us all.

    The next time you sit down to write your story, ask yourself: What am I cultivating?

  • Turning Regeneration into a Selling Point by Educating Your Market

    Turning Regeneration into a Selling Point by Educating Your Market

    Your regenerative business doesn’t just sell a product. That might be the most visible result, but there’s so much more. You’re growing soil, restoring ecosystems, and remaking local economies. Of course, it’s kind of hard to get that message across to your customers (or why they should care about it). 

    Terms like “regenerative agriculture” or “closed-loop systems” are pretty foreign to the average consumer today. But that doesn’t mean they don’t care about the concepts or their impacts. They just don’t know the jargon. It’s your job to simplify the message and turn it into something that really clicks.

    There’s good news. Education is a powerful marketing tool. When done right, it helps your customers understand what makes your business different, but also gives them a reason to care about things like improving biodiversity and increasing soil health. It’s also a great use of content marketing.

    But why should you invest in educating your customers? 

    Why Educating Your Market Matters

    Regenerative practices can feel abstract or even invisible to the average consumer. Sure, they may know your veggies are organic or your wool is sustainable, but do they understand how your methods go beyond sustainability? You’re not just avoiding harm. You’re actively healing systems. That matters a lot, but only if your audience understands it.

    Education builds trust. It helps customers connect the dots between what you sell and the benefits to your customers and the planet. And when you make regeneration relatable through storytelling and ethical content marketing, you’re not just another business selling whatever it is you offer. You’re giving people a sense of purpose in what they buy. That also comes along with a sense of agency and control. The word “empower” is so overused today, but it’s pretty apt here.

    So, how do you condense huge topics like soil health or closed-loop systems into something bite-sized and easily digestible?

    The Art of Simplifying the Complex

    One of the challenges is breaking down intricate processes without watering them down. Think about your audience: they’re busy, curious, and looking for something meaningful. They want the “why” behind your practices, not necessarily a deep dive into soil microbiology. There’s a place for both in your content marketing strategy.

    Speak to Their Values

    Customers care about their health, their families, and their communities. Frame your practices in ways that touch on those. For instance, if you’re raising grass-fed beef in a way that sequesters carbon, talk about how that process protects the climate, creates local jobs, and ensures healthier land for future generations. 

    Of course, you might prefer to avoid a polarizing topic like climate change (who would have thought ecological protection would become political?), so you’ll want to approach it in terms of ecosystem restoration rather than carbon sequestration.

    That’s simple enough to do. No one actually likes pollution or litter or environmental destruction. So use your content marketing to highlight how your practices protect nature instead of destroying it.

    Use Visuals and Stories

    A picture of your farm’s lush pastures or a short video of your team explaining how you harvest honey can do wonders. Better yet, tell stories about the impact you’re making, like the neighbor who noticed more birds after you planted a pollinator garden.

    You can build on that information now or down the road. It’s a short segue from talking about a pollinator garden to highlighting the role of native plants or talking about pollinators other than European honeybees and their role in the ecosystem.

    Make It Local and Tangible

    Regeneration often begins at the local level, so show customers how their choices support their own communities. Talk about how your methods improve local soil, create jobs, or keep dollars circulating in the area. 

    Two of those topics (jobs created and dollars circulating) are great options to help you connect with audiences who might be politically disinclined to support anything that might benefit the climate. If you can focus on the number of jobs per acre you’re creating, or how much longer money stays in the local economy, you’ll connect with them.

    Real-World Examples

    Let’s look at some smaller businesses that are getting this right:

    • Soul Fire Farm (New York): This Afro-Indigenous farm uses regenerative practices and centers its messaging around food justice. They educate their audience about how their methods restore land and empower marginalized farmers. They’ve built a devoted community by offering workshops, writing blog posts, and being transparent about their mission.
    • Perennial Pantry (Minnesota): This company specializes in perennial grains like Kernza, which can make a major difference when it comes to soil health. They break down the science of regenerative grains into simple language. Their messaging connects the dots between Kernza’s deep roots and its ability to fight climate change while producing delicious food.

    Both of these businesses have turned regenerative practices into a core part of their story, and their customers don’t just buy their products. They believe in their mission.

    Tips for Making Regeneration Relatable

    How do you make your mission more relatable and understandable? Here are a few tips:

    • Create Transparency: Show your process. Whether it’s photos of your compost pile or a blog about how you minimize packaging waste, invite people behind the scenes.
    • Get Interactive: Host farm tours, run workshops, or use social media to answer questions. A little direct interaction can go a long way in building trust.
    • Celebrate Wins: Did you hit a milestone, like planting your 1,000th tree? Share it. Customers love to see their support making a difference.

    The Ripple Effect

    When you educate your customers, you’re doing more than marketing. You’re creating converts and hopefully advocates. They’ll spread the word and maybe even take some regenerative steps in their own lives. The more people understand and value regeneration, the more the movement grows.

    If you need help working those messages into your content marketing, we’d love to help. Get in touch today.