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.