The term “regenerative agriculture” first entered the lexicon in the 1980s, when Rodale Institute founder Bob Rodale began using it to emphasize the importance of regenerating and sustaining the Earth. In the decades since, the regenerative agriculture movement has grown into a $6 billion-a-year global market as more farmers adopt the practice. According to some estimates, that figure is expected to surpass $24 billion by 2033.
One of the keys to advancing the cause of regenerative agriculture is spreading the word about it.
That’s the mission at Kiss the Ground, a Los Angeles-based 501(c)(3) nonprofit that promotes regeneration and healthy soil as a “viable solution for wellness, water, and the climate crisis.”
Founded in 2013, Kiss the Ground aims to raise awareness of regeneration through media, storytelling, education, and advocacy. The ultimate goal is to shift more farms toward regenerative agriculture and away from conventional farming, which the organization refers to as a “massive contributor to climate change.”
Photo Courtesy Kiss The Ground
“Our current large-scale ‘conventional’ agriculture systems are degenerative, destroying the natural systems that we need to survive on this planet,” the nonprofit states on its website.
Kiss the Ground spreads the word about regenerative agriculture through various platforms and programs, including the following:
Mini-Documentaries
Kiss the Ground has spent more than a decade speaking with farmers, ranchers, Indigenous communities, and stewards of the earth. It attempts to “amplify” these voices in the form of stories designed to help bring “connection and awareness” to the power and possibilities of regeneration.
Photo Courtesy Kiss The Ground
Edu-Series
Kiss the Ground’s edu-series covers issues relevant to people interested in regeneration and the regenerative movement. The video series offers the opportunity to dig deeper into regenerative farming by learning about topics such as soil health principles, composting, and regenerative gardening.
Photo Courtesy Kiss The Ground
Regen Rundown
Regen Rundown is an online news program exploring the latest current events in regenerative agriculture. The series aims to “educate and inspire viewers to become more involved in the regenerative movement.”
Kiss the Ground’s educational offerings include on-demand courses, public speaking engagements, and free resources that offer different pathways for people to learn about regenerative agriculture.
Participants include farmers who want to adopt regenerative practices, businesses looking to educate their teams, and stakeholders interested in advocating for regeneration.
In terms of advocacy, Kiss the Ground uses its Regenerate America platform to work with a coalition of farmers, ranchers, businesses, and nonprofits across the United States. The goals are to “elevate important voices” in agriculture and support policies that shift resources and support toward regenerative agriculture.
Kiss the Ground’s corporate partners include well-known brands such as J.Crew, The North Face, Timberland, and Vans.
Photo Courtesy Kiss The Ground
One of its most recent partnerships, announced on April 1, is with global lifestyle brand Anthropologie. Through this partnership, Anthropologie has committed to an annual donation of $100,000 to Kiss the Ground. The company will also offer customers a chance to donate money at checkout in all Anthropologie stores. With its donation, Anthropologie becomes one of Kiss the Ground’s 10K Acreage Partners, where money is used to transition 10,000 acres of land into regenerative agriculture.
“It’s been gratifying working together with the team at Anthropologie, feeling their passion for Regeneration as a solution for our health and the health of our planet,” Evan Harrison, Kiss the Ground CEO, said in a press release. “We are genuinely excited to collaborate and engage their audience with this inspirational message. Together, we will make a very meaningful difference.”
