FAQs

Savory Institutes compiled Science Library and Resource Library contain a wealth of knowledge and resources on Holistic Management and Regenerative Agriculture and are a great place to start. Check out our Learning Materials section of the Member Knowledge Base which includes these materials and more! The Land to Market team is also always happy to point you toward additional resources.

We think there is no better way to experience holistic management and land regeneration than visiting a farm and talking with farmers. The best way to get the optimal educational experience is to attend an on-farm event like our Land to Market Member Meetup!

Land to Market currently focuses on products from animals on pasture and weengage with farmers, processors, suppliers, and brands across sectors including meat,bones, organs, dairy, wool, and leather.

For Producers

Land to Market offers producers a verification program that properly recognizes their positive impact on the land and gives them a unique selling point in the market. As an outcomes-based program Land to Market is designed to empower farmers to make the best decisions for their land and drive for continuous improvement within their unique context.

For Brands

By measuring and verifying ecological improvements on the land, Land to Market supports brands in creating the transparent supply chains they need to source from producers achieving regenerative outcomes.

For Consumers

By equipping producers and buyers with an outcome-based verification to back claims of regenerative land management, Land to Market will provide consumers with an efficient and transparent mechanism to guide their purchases. Consumers can be reassured that products with the Land to Market seal are made with ingredients/materials from land that has been verified as regenerative.

Land to Market is a designated Public Benefit Corporation that spun off from the Savory Institute, a 501(c)(3) non-profit, on September 1st, 2022. Savory Institute remains an equity partner in Land to Market. Land to Market exists to accelerate the Savory Institute's mission of healing grasslands by creating practical sourcing solutions for businesses.

Savory Institute is a 501(c)(3) non-profit based in Boulder, Colorado. Founded in 2009, the Institute has trained nearly 8,000 farmers, ranchers, and pastoralists and influenced the management of more than 10 million hectares of grasslands through the adoption of Holistic Management and Holistic Planned Grazing – a process that mimics ancestral grazing patterns of wild herbivores that co-evolved with healthy grassland ecosystems.

Developed by Allan Savory in the 1960’s, Holistic Management (HM) has been proven in a wide variety of contexts to regenerate grasslands, build soil, increase biodiversity, and sequester significant amounts of carbon while also improving social and economic outcomes.

The Savory Global Network is comprised of regionally based Savory Hubs (learning centers), and Accredited Professionals (field educators) which together are our scale-up mechanism for increasing adoption. Savory Hubs are all locally owned and locally operated training centers that, through Accredited Professionals, provide HM training, resources, and implementation support to local farmers and ranchers.

With an intimate knowledge of local culture, economy, policies, and environment, Hubsare able to mentor producers and help them implement these regenerative managementpractices in a contextually specific manner that is relevant to their region. Many Hubs also aggregate product and facilitate value-add opportunities in their region.

Land to Market is the world’s first verified regenerative sourcing solution for raw materials, such as meat, dairy, wool, and leather. Regenerative agriculture promotes soil health, biodiversity, carbon sequestration, and water cycle restoration. By purchasing products from our brand members who are supporting regenerative agriculture, consumers can buy high-quality products, ranging from steaks to wool sweaters, while also giving back to the land upon which we all depend. All of the products that have our Land to Market verification seal come from land that’s regenerating and has been verified by the science inside Land to Market, which is Savory Institute's Ecological Outcome Verification™ (EOV). No greenwashing here – we’re talking measured and verified real-world outcomes! Here’s how we do it. With over 3.5 million acres around the world being monitored through EOV™, we are leading in healing our planet.

Read more about Land to Market here.

Land to Market currently only focuses on livestock systems such as meat, dairy, wool, and leather. We have a few pilots in perennial crops but are not expanding those at this time. If your brand is looking to also support regenerative agriculture in crops, you may find the outlook challenging. The number one thing that leads to regenerative outcomes is maximizing photosynthesis. Most cropping systems tend to be monocultures that use significant tillage, leave large amounts of bare ground between plants, and often fallow land between plantings. This does not mean regenerative outcomes in cropping are impossible,  just very difficult. For many row crops a more appropriate milestone would be to achieve sustainable results (not having a negative impact) rather than regenerative (having a net positive impact). 

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If you want to better understand the principles of regenerative agriculture, this post from Noble Research Institute is a great resource.

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Land to Market does not take ownership of products or materials and therefore does not engage in the pricing process between producers and brands. Prices will vary by producer, region, and country, and premiums on verified and segregated product should be expected.

If you’re looking for a specific product that is Land to Market verified, you have a couple of options. First, check the Land to Market Supply Chain Members database to connect with suppliers who may have available product for you. You can also complete the Product Request Form and the Land to Market Supply Chain team will help you find available product. If you have specific questions or need additional information please reach out to your Land to Market Client Success Manager.

In order to label your product with the Land to Market seal you must be a Land to Market brand member and have an up-to-date Product Verification Certificate.

To make a L2M product verification request please complete this form.

L2M Logo

The logo is used to signify a member subscription in the Land to Market program.

L2M Seal

The seal is a consumer-facing product seal for all verified products. The seal signifies a product has been verified to meet the Land to Market chain of custody and product labeling guidelines. The seal can be used by brands at retail and direct to consumer. You can find art files for the Land to Market Logo and Seal within the Member Marketing and Communications Toolkit.

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A Supply Chain Member is a mission-aligned preferred seller of Land to Market verified material/ products and value chain solutions to our brand members. They have the ability to maintain segregated supply lines of verified materials for brands and processors, maintain Chain of Custody records, and have access to verified supply or raw materials.

Supply Chain Members play an important role in the acceleration of launching verified products in the market and membership offers additional opportunities for market access through engagement with Land to Market Brand Members.

Visit the Supply Chain Members database to learn more about our current Supply Chain Members and what they offer.

Our Chain of Custody process ensures the integrity of the Land to Market Seal and the traceability of the supply chain by tracking all verified material/ products in the supply chain from the producer to the consumer-facing brand.

In order to sell a product as Land to Market verified, a Chain of Custody must be successfully completed. Once the Chain of Custody for the product is complete the product must also be verified against Land to Market’s labeling standards. When the Chain of Custody and product labeling are approved, Land to Market will issue a product certificate and approval to sell the verified products.

Without a Chain of Custody, you cannot sell a product as Land to Market verified.

The Chain of Custody is a process that tracks the flow of Land to Market verified products throughout the supply chain. The Land to Market Supply Chain Team ensures each entity that takes ownership of a Land to Market verified product throughout the supply chain is documented. The purpose of this is to ensure traceability and integrity of the Land to Market seal and regenerative claims date in the market. By tracking materials we can verify that raw materials from verified farms are in the final product, meaning our brand members can make trustworthy claims.

Land to Market’s Supply Chain Team traces the flow of Land to Market verified products from the producer to the consumer-facing brand using our Chain of Custody process.

EOV deals exclusively with land health improvement and measuring improved production and resilience. The scope of EOV’s purview includes quantifying land regeneration as well as the integrity of the data and corresponding analysis. Responsibilities also include evaluating and adopting appropriate leading scientific methodologies which measure land health that scale globally.

Land to Market operates as the connective tissue to find market solutions for products coming from farms/ranches with improving land health as verified by EOV. Our role is to make sure that the integrity of what is being communicated to the end user is being authenticated and properly maintained back through the various retailers, manufacturers, processors, logistics, and any other value-chain partners.

Land to Market members receive an annual report about each impacted region with the following:

• Acreage being impacted
• Photo trends i.e. before and after photos, as they become available
• Aggregate Ecological Health Index (EHI) trends as a critical mass of data when relevant statistical trends become available

Additionally, we maintain a scientific library of case studies and peer-reviewed papers for you and your team. This is distilled into a number of fast facts, consumer-ready talking points, and infographics on land regeneration. These facts can be injected into a number of different campaigns and communication vehicles.

Ecological Outcome Verification (EOV), the scientific protocol that is foundational to Land to Market, is based on continuous improvement, rather than reaching thresholds or adhering to a set of practices.

EOV shows farmers, through indicators of ecosystem health, how to read their land quickly and pivot management accordingly. Rather than telling a farmer what to do, EOV empowers farmers to make the best decisions for their land and context. The EOV process also provides an annual report that shows how their land is trending — is it getting healthier? more resilient? regenerating or degenerating?

Read more here.

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Please complete this form if you are a Land to Market brand member and wish to sign up for the bi-monthly marketing and communications call.

If you are a member of Land to Market, your CSM (client success manager) will ask who from your team should be invited to these calls. We welcome members to let us know of any relevant team changes by informing Lisa Mabe at +1 202-344-9663 or Lisa.Mabe@landtomarket.com.

Land to Market is positioning itself as the go-to resource for retailers working to source and promote products coming from verified regenerative land. We want retailers to become members of Land to Market and commit to sourcing from our member’s verified products, as well as help educate shoppers on regenerative agriculture and the Land to Market seal. Contact our head of retailer relations, Lisa Mabe, to learn more at +1 202-344-9663 or Lisa.Mabe@landtomarket.com.

Our marketing and communications team is working to build awareness for the verification amongst brands, retailers, and consumers. We do this through media relations (editorial coverage in both trade and consumer media,) events (such as trade shows, like Natural Products Expo West,) and collaborating with our brand and retailer members to activate consumer-facing programs, ranging from in-store shopper marketing displays to mobile events.

Land to Market offers its members a variety of marketing and communications support. All of our members have access to our marketing and communications toolkit, which includes social media graphics, templates for news releases, b-roll footage, and other imagery. Typically our “storytelling” consists of media relations, digital & social media content, and events. We offer additional bespoke solutions that include special projects such as media production or in-person education events for your team.