Kiss The Ground: From 4% awareness to 73K acres in Transition to Regenerative Farming

Four years ago only 4% of US adults knew what regenerative agriculture meant.  Kiss The Ground (https://kisstheground.com) decided the fix was to stop talking over people and start meeting them where they are. Evan Harrison, CEO of Kiss The Ground walks through the strategy that moved that number to 13%, from  mini documentaries, 5 with a Farmer series, and 25 shopping guides to a $500,000 grant program that put electric fences, cover crops and hogs on more than 200+ farms and set 73K acres on the path to transition to regenerative farming. Evan's background is music and digital media, and he brings a builder's eye to how consumer demand rewires supply chains. Chapters: 00:00 Welcome to Green Shoots & Big Shifts 01:04 Meet Evan Harrison and Kiss The Ground 01:38 From a Venice nonprofit to the Netflix film 02:54 Only 4% understood regenerative agriculture 04:06 Simplifying the message and the tipping point strategy 06:16 Growing awareness from 4% to 7% to 13% 07:13 Content formats: mini docs, reels and shopping guides 10:55 The $500,000 farmer grant program 12:16 73,000 acres and stories from the field 12:50 Consumer demand versus policy and supply chains 13:24 Shopping guides, the farm map and certification 15:08 The milk carton moment and earning credibility 15:57 Helping partner companies avoid overstating claims 17:57 What farmers say about the real hurdles 20:40 Farmer Relations Board 23:04 Partner companies and how the partnerships work 27:24 What is next for Kiss The Ground 29:03 How listeners can help 31:25 A serial optimist on why change comes fast then slow 34:04 What keeps Evan going  35:39 One word for the audience: hope You can follow Evan Harrison here: LinkedIn - https://linkedin.com/in/evanharrison Learn more about Kiss The Ground: Website - https://kisstheground.com Follow the Green Shoots & Big Shifts Podcast here: LinkedIn - https://www.linkedin.com/company/green-shoots-big-shifts/ Green Shoots & Big Shifts: https://thepod.fm/listen/green-shoots-big-shifts