By driving consumer demand through storytelling and education, Kiss the Ground is proving that mindful purchasing drives meaningful change.
Climate conversations have often centered on crisis. Regenerative agriculture offers a hopeful path forward, with growing consumer interest now helping move it from a niche idea toward the mainstream.
Kiss the Ground is a leading nonprofit championing regeneration and healthy soil as a solution for human and planetary health, working directly with farmers and partners across various industries. The organization is driving consumer demand for regenerative products through storytelling, education, and partnerships.
For years, regenerative agriculture lived as a niche concept, one not fully grasped by the typical consumer. However, more than ever, people are connecting the dots between soil health and their own health.
Every 12-18 months, Kiss the Ground works with a third-party research company to conduct a quantitative study of more than 2,000 U.S. adults, tracking awareness and understanding of regenerative agriculture and the real-world impact of its message. The latest findings signal an unprecedented awakening.
In just three years, the share of Americans with a working understanding of regenerative agriculture has more than tripled, surging from 4% to 13%. Today, 1 in 4 Americans have heard the term “Regenerative Farming.”
“Our latest research validates that the Regenerative Movement is growing, and quickly,” says Evan Harrison, CEO of Kiss the Ground. “Seeing understanding more than triple is incredibly hopeful. We are at a critical juncture where education and inspiration can turn the promise of regenerative agriculture into a reality for human and planetary health. This is the moment for consumer demand to lead fundamental change.”
On shelves, hundreds of regenerative products are beginning to appear at retailers from Costco to independent markets across the country. While they still represent only about 0.2% of new product launches, growth is accelerating rapidly at 72% year-over-year. The primary barrier to purchasing regenerative products is simply a lack of information. Kiss the Ground’s research reveals that 45% of people don’t choose regenerative products more often because they “don’t know enough yet.” Remarkably, only 12% cite price as the issue.
The historical disconnect between soil health and human health is closing as millions of people grasp onto this powerful intersection. Where a lack of clear information once kept interested shoppers from moving from passive observers to active investors, that gap is now dissolving, bringing the Tipping Point clearly into sight.
Kiss the Ground focuses on meeting people exactly where they are with daily, inspirational content, ranging from actionable purchasing guides to deeply human storytelling. Last year, their Storytelling reached 20 million people, tripling their year-over-year reach as they expanded to daily content production.
Kiss the Ground’s storytelling arm reached 20 million people last year, tripling its year-over-year audience by shifting to daily content that meets consumers where they are with purchasing guides, farmer stories, and practical steps toward regenerative living. Photo courtesy of Kiss the Ground.
In their 5 with a Farmer series, viewers get to know the people who grow their food through quick, two-minute videos highlighting diverse producers across the nation, from California to Texas to Connecticut. Simultaneously, their award-winning mini-documentary series, Stories of Regeneration, reached over 5 million people while showcasing the deeper, courageous journeys of agricultural leaders transforming their lands.
These stories serve as the heartbeat of the movement, amplifying real human experiences and giving consumers a front-row seat to the dedication required to heal our soil.
True change requires an inclusive, collaborative approach that welcomes all producers into the fold. To build a resilient future, Kiss the Ground’s programs are intentionally designed to meet farmers wherever they are on their agricultural journeys, recognizing that transitioning to regenerative practices is a continuous, shared pathway rather than an all-or-nothing standard.
The organization achieved a massive milestone by awarding $500,000 in direct grants throughout 2025, supporting 215 small farms and 73,000 acres in their transition to regenerative agriculture. To scale this impact, the nonprofit recently launched the Kiss the Ground Farmer Relations Board.
This board represents a diverse array of farming voices. By grounding organizational strategy in real-world agricultural experiences, Kiss the Ground ensures that its programs remain deeply rooted in the practical, daily realities of working the land, keeping the needs of a vast network of producers at the very center of the mission.
Kiss the Ground highlights three powerful ways every individual can participate in this environmental turning point. For every $100 contributed to the nonprofit, Kiss the Ground can support the transition of 10 acres to regenerative agriculture. To make local sourcing seamless, the organization recently launched the Regenerative Farm Map, an interactive national tool helping individuals find and support local regenerative farmers.
Consumer demand also serves as the ultimate lever for planetary health, and Kiss the Ground’s purchasing guides introduce consumers to new regenerative products, help them navigate food labels, and support healthier food choices.
