’Tis the Season: December’s Guide to Nonprofit Giving

This article first appeared in the December 2024 issue of Presence Marketing’s newsletter.

By Steven Hoffman

December is a time when the conscious CPG industry traditionally leans in to support nonprofit organizations dedicated to healthy living, the environment, community development, social justice, nutrition and hunger, animal welfare, education and more. Ask anyone in the natural channel what mission they support and more often than not, you’ll get a passionate earful. Surely, you and/or your company have particular causes you support. Yet, in this season of giving, we’d like to present 12 nonprofits worthy of consideration for their invaluable contributions to people and the planet.

Adopt a Native Elder
For more than 30 years, Adopt-A-Native-Elder (ANE) has used an integrated approach to go beyond charity to assist traditional elders on the Navajo Reservation in Utah and Arizona. ANE serves to help reduce extreme poverty, food insecurity and hardship facing traditional elders living on the Navajo Reservation. ANE is a humanitarian organization focused on delivering food, medical supplies, firewood and other forms of elder support while honoring the tradition and dignity of Navajo elders. ANE also offers one-of-a-kind, handmade woven rugs and jewelry available for sale, in which 100% of the proceeds benefit the elder artist.

Alaffia Foundation
Growing up and working to support his family in Togo, West Africa, Alaffia founder Olowo-n’djo Tchala witnessed firsthand the injustices and inequalities many of the women in his village faced. After attending university in the U.S., he felt driven to do something about it. In 1996, Tchala met his partner Prairie Rose Hyde, who served in his village as a Peace Corps volunteer. Inspired by a shared mission, the two launched Alaffia’s first shea butter collective in 2003. In 2004 they established the Alaffia brand in the U.S. Alaffia partners with Global Alliance for Community Empowerment (GACE), a 501(c)3 organization, to empower women and their communities in West Africa by investing in fair trade, maternal care, child education, clean water and climate change.

Comparsa
Comparsa is a documentary film dedicated to shining a light on a group of young women in Guatemala who use performance art to empower their community against gender-based violence. Directed by veteran filmmakers Vickie Curtis and Doug Anderson, Comparsa follows sisters Lesli and Lupe, who are spurred to action after the murder of their friend Siona in a fire. Driven to overcome a culture of silence, the sisters stage a grand public performance called a "comparsa" to raise awareness and combat violence against women, and to inspire a new generation of young leaders in Latin America. The nonprofit Girl Rising team is collaborating with the filmmakers of Comparsa to share Lesli and Lupe’s inspiring story.

Conscious Alliance
From exchanging copies of a poster donated by the String Cheese Incident to concertgoers at Denver’s Fillmore Auditorium for cans of food for a food drive in 2002, today Conscious Alliance operates out of an 11,000-square-foot distribution center, serving local communities and Native Americans, in particular the Pine Ridge Reservation in South Dakota. Working with top bands and musicians, including Dave Matthews, Widespread Panic and others, along with renowned poster artists, Conscious Alliance’s Art that Feeds program has delivered millions of pounds of food and helps feed students at all 15 schools on the Pine Ridge Reservation. The group also serves communities hit by natural disasters. Conscious Alliance works directly with natural food companies for product donations. Buy a concert poster and make a donation at ConsciousAlliance.org.

The HerbiCulture Project
Established by Catherine Hunziker, founder of herbal products leader WishGarden Herbs, The HerbiCulture Project (HCP) is a nonprofit organization dedicated to advancing medicinal plants while promoting regenerative production methods to ensure the highest quality botanicals, and to rebuild soil health and sequester carbon. HCP brings together a network of herbalists, regenerative farmers, permaculturists, researchers, soil health and climate specialists, nutritional supplement providers, agri-voltaic leaders and more. HCP has a mission of reintroducing medicinal herb crops at scale domestically as a solution to three critical issues: 1) Generate more lucrative crop revenues and healthier soil for farmers, 2) Support a growing demand and need for sustainable wellness ingredients sourced in the U.S., and 3) Introduce strategies that can improve soil health, which is at the root of our climate crisis. Visit The HerbiCulture Project’s Go Fund Me Page to donate.

Kiss the Ground
With award-winning documentary films and storytelling, educational materials and partnering with companies, Kiss the Ground (KTG) is at the forefront of advancing regenerative agriculture. Founded in 2013, KTG holds the vision that every person has a unique way to participate in the reverence, stewardship and regeneration of the planet. In 2020, in partnership with Big Picture Ranch, Kiss The Ground released a groundbreaking documentary on Netflix narrated by Woody Harrelson. The film and its sequel, Common Ground, which have been viewed by millions of people, explore regenerative agriculture, an innovative approach to farming that combines indigenous knowledge, holistic management and modern science and has the potential to heal the planet, create food security and mitigate climate change. Learn more about partnering with KTG here.

Living Lands & Waters
After years of being told "no" by the government, in 1997, East Moline, Illinois, resident Chad Pregracke decided to start cleaning up the Mississippi River by himself, founding Living Lands & Waters. Inspired by NASCAR races, the nonprofit organization received its first sponsorship, and Chad was able to remove 45,000 pounds of refuse from the river in his first year. Today, with the help of more than 126,500 volunteers and supporters, Living Lands & Waters hosts river cleanups, watershed conservation initiatives, educational workshops, tree plantings and other environmental efforts. Since the organization was founded, it has grown to be the only “industrial strength” river cleanup organization like it in the world, and has removed over 13 million pounds of garbage from U.S. waterways. Learn more about Living Lands & Waters in this video, and contribute here.

Rodale Institute
Celebrating more than 75 years of organic leadership, The Rodale Institute remains at the vanguard of science and best practices in advancing organic and regenerative agriculture. Rodale's nearly four-decades-long flagship study, the Farming Systems Trial, has scientifically proven that organic agriculture performs as well as, if not better than, conventional agriculture. Rodale focuses on demonstrating the power of nutrient-dense organic food in preventing and reversing diseases and works to create economic vitality in rural communities by training tomorrow’s organic farmers. Rodale also partners with schools, hospitals and other community organizations to help people make informed choices about the food they eat and how that impacts their health. Visit https://rodaleinstitute.org.

Salt & Light Coalition
Based in Chicago, the Salt & Light Coalition is a grassroots organization dedicated to breaking the cycle of human trafficking through mind-body restoration and workforce development. Salt & Light believes that yoga, fitness, proper nutrition and spirituality can change the world. The organization provides a one-year program for survivors of trafficking that focuses on healing, job training and building self-sufficiency. Most victims are immigrants and people of color, says Salt & Light founder Isabel Olson, Ph.D. It's also an epidemic in our own back yard -- “Even though we’re not aware of it, 25,000 women are trafficked in the Chicago area every year. That’s two women every hour of every day,” Olson says. Learn more and contribute at https://saltandlightcoalition.com.

The Organic Center
The Organic Center (TOC) is the organic products industry’s leading independent research and education organization advocating for the nutritional, health, environmental and climate mitigating benefits of organic food and farming. Founded in 2002 as a nonprofit 501(c)3 organization under the administration of the Organic Trade Association, TOC collaborates with leading academic and governmental institutions to advance research on organic food and farming, and to communicate those findings to the public. TOC is hosting its second annual Organic Night Out fundraiser on March 5 at Expo West 2025, and is currently accepting nominations from brands and businesses for the Organic Champions Awards, to be presented at the event. Visit https://www.organic-center.org.

Vitamin Angels
Founded in 1994 by natural products industry veteran Howard Schiffer, Vitamin Angels is a public health nonprofit organization working to improve nutrition and health outcomes in low-resource settings worldwide. The organization helps to strengthen, extend and amplify the impact of partner organizations working to reach the most nutritionally vulnerable groups, including pregnant women, infants and children, with evidence-based nutrition interventions and health services. Vitamin Angels works with more than 2,000 local organizations, including governments, to reach more than 60 million women and children in 65 countries annually. Vitamin Angels will host its 2025 Celebration on March 4 at Expo West. Visit https://www.vitaminangels.org.

WomenServe
In 2006, Nioma Marissa Sadler traveled to Rajasthan, India, as the Goodwill Ambassador for leading tea company Traditional Medicinals. While visiting the farms, she would sit with local women and listen to their stories of the oppression that still exists in rural India. Inspired by the stories they shared, WomenServe was born. Since then, the organization has invested over $5 million, with a mission to cultivate self-reliance in women and their communities by providing platforms and skills that foster community engagement, advocacy and collective participation. "Through amplifying women's voices and leveraging their strengths, we enhance local power and resilience. Rajasthan is just the start of our mission to establish gender equity and transform the lives of women and girls," says Nioma. Traditional Medicinals partners with WomenServe, particularly in farming communities in India. Visit https://www.womenserve.org.

Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Contact steve@compassnaturalmarketing.com.

Kiss the Ground: A Decade of Empowering the Regenerative Movement to Welcome Wave II

In the heart of the regenerative movement, Kiss the Ground has been a guiding force, shaping narratives and educating both brands and consumers since 2013. As the organization marks its remarkable decade, it stands at a historical juncture, ushering in Wave II of the Regenerative Movement.

The growth of regenerative agriculture has been nothing short of phenomenal. In fact, according to How Good, an independent research company, there has been a staggering 130% increase in companies adopting regenerative agriculture practices from 2019 to 2022. With the advent of Wave II, further growth in understanding the impact of regeneration is anticipated among both brands and consumers.

Steven Hoffman, principal of Compass Natural – a leading media and marketing firm in the natural product arena – shares his excitement about the next wave: "Kiss the Ground has united regenerative pioneers, business and thought leaders, celebrities, media, and influencers to deliver this crucial message to the public. We, in the regenerative agriculture products space, are thrilled to be part of Wave II – to see the impacts made."

As an audience-supported nonprofit, Kiss the Ground has played a pivotal role in elevating awareness about the social, commercial, and environmental benefits of regenerative food and agriculture. Regenerative agriculture, offering a viable solution to wellness, water, and climate crises, is now poised to become a top leader in the next phase of consumer awareness.

"Together, we've created a meaningful groundswell for the Regenerative Movement. To get to the tipping point, we will expand awareness, deepen engagement, and look to brands to help amplify the message with consumers. Kiss The Ground is here to help, no matter where you are on your regenerative journey," comments Evan Harrison, CEO of Kiss the Ground 

Connect with Kiss the Ground: Reach out to create a customized plan aligned with your team's goals and values. Discover how they can meaningfully guide your company on the path to regeneration.

• Immerse your team: Curate a learning experience tailored to your needs. Ranging from film screenings and customized engaging workshops to speaking sessions.

• Bite-sized and in-depth learning: Empower your team by bringing them into this movement through on-demand access to acclaimed courses and resources.

• Amplify your voice: Share your commitment to regeneration through storytelling partnerships. Sponsor media or campaigns that align with shared values.

• Become a supporter: Gain high-impact exposure through Supporter Partner Spotlights across Kiss the Ground's platforms.

• Engage consumers: Partner with Kiss the Ground as your featured nonprofit and empower customers to support regenerative initiatives through their purchases.

“Discovering the profound message of Kiss the Ground ignited a passion within me, prompting me to enroll in their education program – an immensely rewarding decision. Whenever I share my knowledge and train others on soil health, inquiries about further learning opportunities inevitably arise. I consistently recommend starting with the “Kiss the Ground” documentary and encouraging action through becoming a soil advocate, fostering hope, and igniting passion in others along the way.” 
- Brian Hall, CEO of True Grace Health

Get Involved with Kiss the Ground at Expo West
Don't miss the screening of "Common Ground," the highly anticipated follow-up film to “Kiss the Ground,” at Natural Products Expo West on Friday, March 15. The film explores the shared connection Americans have with the soil beneath their feet.

Join the post-screening panel discussion with award-winning filmmakers Josh and Rebecca Tickell, producer John Roulac, farmer and cast member Gabe Brown, and additional guests who will delve into the film and the regenerative agriculture movement. Details here.

Connect with Kiss the Ground at Expo West 2024: Evan Harrison (CEO), Nathan Rice (Storytelling), Jackie Peller (Partnerships). Email partnerships@kisstheground.com.

Is 2024 the Year Regenerative Agriculture Takes Root?

This article first appeared in Presence Marketing’s January 2024 newsletter.

By Steven Hoffman

In 1942, J.I. Rodale first popularized the term organic in the U.S. with the launch of Organic Farming and Gardening Magazine. Some 45 years later, in the 1970s, J.I.’s son Robert Rodale introduced the phrase “regenerative organic.” Robert’s goal was to describe an approach to farming that combined organic practices with a more holistic approach to land management and a focus on rebuilding soil health. Yet it’s only been in the past few years that the term has gained more widespread traction.

With the release in 2023 of two full-length feature documentary films, Common Ground and Organic Rising, along with increased adoption among farmers and producers, awareness of regenerative agriculture is set to gain ground in the coming year among large-scale food manufacturers, policymakers, researchers, the general public and more. Today, advocates of regenerative agriculture say it is the best way to produce healthier food and promote local and rural economies. And, by sequestering carbon back into soils, it can also play a significant role in mitigating climate change.

“2024 indeed will be marked as the year of regenerative agriculture. Why? We are closing in on a tipping point of awareness and collective action is being realized on a huge scale. Not only is soil and regenerative agriculture finally making its way as a leading climate, water and health solution, but we are also showing up as one of the biggest economic solutions for rural economies and businesses across the world,” said Finian Makepeace, Co-founder and Chief Strategy Officer of the nonprofit organization Kiss the Ground and Producer of the films Kiss the Ground and its sequel Common Ground.

“With the recent film Common Ground, and many other feature films and shows in this space sharing the story along with the incredible build of awareness brought on by Save Soil and others, we are seeing a dramatic increase in people comprehending the soil solution. With brands and businesses, there are huge commitments around regenerative agriculture for 2030. I believe 2024 will be a year of turning on those actions and increasing the integrity of their proposed programs. Regarding regenerative agriculture, I feel that 2024 will be the year that the world’s regen leaders find common ground and agree upon a definition that will allow for many more to work and support this space functionally,” Makepeace added.

“I do think that 2024 could be the best year yet for regenerative agriculture. While there is still disagreement over the definition, there is significant consensus that it includes a keen focus on building soil health, enhancing biodiversity, humanely integrating livestock and including worker fairness. New certification and verification programs like Regenerative Organic Certified, Certified Regenified, and Soil & Climate Health provide a lot of support and tools for farmers who want to incorporate more regenerative practices,” said Elizabeth Candelario, Director of Strategic Partnerships for MAD Agriculture, an organization that works with farmers and industry to advance regenerative practices.

In addition, Candelario said, “While their motivations may vary — from mission alignment to strengthening supply chains to mandatory ESG reporting — food companies are (finally) paying attention to the agriculture that is producing their ingredients. And food was finally on the table at the recent COP28 climate summit. The conference opened with a declaration on sustainable agriculture, signed by more than 130 countries, and ended with a final agreement that acknowledges for the first time that sustainable agriculture needs to be included in climate change solutions.”

Regenerative Products Sales Take Off
Now, the marketplace is responding. According to the Regenerative Organic Alliance Impact Report 2022 – 2023, sales of Regenerative Organic Certified (ROC®) products grew an average of 22% from EOY 2022 to EOY 2023, with sales totaling nearly $40 million in 2023. Companies including Dr. Bronner’s, Patagonia, Lundberg Family Farms, Manitoba Harvest, Bonterra and others are leading the certification efforts and serving as role models for other brands.

According to the Impact Report and based on SPINS data, revenue from sales of ROC® products in natural and multi-outlet grocers increased by one-third compared to the same period in the previous year. In addition, the number of ROC® SKUs in the market increased nearly forty-fold in 2023, “indicative of continued growth potential,” the report said. “By offering Regenerative Organic Certified products, brands are responding to the consumer desire to have their purchase make a positive impact at every level: environmentally, ethically, and socially,” the report concluded.

Globally, the market size for regenerative agriculture reached US$975.2 million in 2022, and is projected to be worth US$4.3 billion by 2032, poised to grow at a CAGR of 15.97% from 2023 to 2032, according to a June 2023 report from Precedence Research. North America generated more than 37% of the revenue share in 2022, Precedence Research reported.

While regenerative agriculture practices aren’t yet familiar to most Americans (just one in five consumers surveyed by Food Insight in 2022 said they’d heard of regenerative agriculture), 73% of consumers agreed they would be more likely to trust retailers and brands that implement regenerative agriculture programs, and 72% agreed that they would be more like to purchase from them, Supermarket Perimeter reported in October 2023.

Major retailers are taking notice. In December 2023, Whole Foods Market announced that it had implemented new standards to protect pollinator health. As such, the retailer will now require all fresh produce and floral suppliers to implement supply chain practices that help protect honeybees and other native pollinators.

Speaking to executives at Progressive Grocer’s Grocery Impact conference in November 2023, Whole Foods CEO Jason Buechle said, “Whole Foods Market invites you to help us start a ripple effect of change that will fix our broken food system. The decisions we make as a business — even the smallest ones — in how food is raised and grown today can have a profound and lasting impact on nourishing people and the planet for future generations to come. One of the biggest challenges our food system is facing now and will continue [to face] in the future is the climate crisis. If we continue farming in the large-scale, mechanized way that much of the industry currently does, our topsoil is not going to have the nutrient density it needs to grow the foods we know and love today,” Buechle said.

To address this challenge, Buechle reported that the retailer is working with farmers, ranchers, suppliers, scientists and other experts, as well as leading organizations, to leverage regenerative agriculture to evolve the practices used to grow, raise and produce the products that it sells. A focus on regenerative agriculture and responsible sourcing is an essential part of the retailer’s value proposition, which remains strong despite the mainstreaming of natural foods and the effects of inflation on consumer spending, according to Buechle.

Regenerative Food and Agriculture in 2024
In October 2023, Forbes reported that water stewardship will one of the biggest food trends in 2024. “As the tides of environmental consciousness continue to shape consumer choices, it is no wonder that water stewardship is set to become one of the top food trends for 2024,” wrote Senior Contributor Daphne Ewing-Chow.

“The global agri-food industry— valued at $6 trillion— is one of the most highly exposed to water risks, with water stress impacting many of the world’s largest food-exporting countries. Paradoxically, despite mounting perils to both food and water security stemming from water depletion, pollution, and climate-induced droughts, the food and agri-business sector is a chief contributor to the problem, accounting for a substantial 70% of all freshwater withdrawals,” she continued.

According to Ewing-Chow, “Regenerative agriculture plays a pivotal role in enhancing soil health, facilitating nutrient retention, bolstering natural resilience to environmental challenges, and mitigating erosion. This contributes to the conservation of water resources and the enhancement of ecosystem water quality, reducing the volume of water required for farming activities and decreasing harmful water and nutrient runoff from agricultural lands.”

Forbes also reported that in September 2023, SAI Platform, a network comprising 170 major food companies dedicated to sustainability, unveiled a global framework outlining the transition to regenerative agriculture for food businesses. A number of mainstream food brands such as Unilever, Nestlé, McDonald’s, Danone, and General Mills have already committed their support for regenerative agriculture, Forbes reported.

Greater technical innovation and research into regenerative agriculture will continue over the coming year, the Global Ag Tech Initiative predicted in its December 2023 report, 5 AgTech Trends to Watch in 2024. “Essentially mimicking natural process and biodiversity on agricultural land, the ultimate aim of regenerative agriculture is to improve soil health in order to boost yield. To address the challenges of climate change and feed a global population of over 8 billion, regenerative agriculture is vital. Digital tools use accurate, up-to-date data to create tailored regenerative agriculture solutions. These consider soil conditions, weather conditions, microclimates, and current crop growth or land use, as well as individual budgets and local regulations. Platforms offering site specific data will likely reign supreme in 2024. A view of sustainability that extends beyond simple carbon metrics and one-size-fits-all solutions is necessary and will enable the establishment of realistic, actionable objectives for growers, promoting sustainability and formulating strategies tailored to local environments,” the report said.

Beyond Food – Regenerative Fashion Threads the Needle
On the textile and fiber front, companies including fashion leader Mango will begin incorporating regeneratively grown cotton into its 2024 fashion collections, the Fashion Network reported in December 2023. The company has partnered with Materra, a British-Indian company specializing in regenerative cotton cultivation, and said it will be able to ensure complete traceability across the value chain of its cotton, from seed to final garment.

“As a global fashion company, our intent is clear: to contribute to creating a fairer society and reduce the fashion industry’s impact on the environment. This is why we ally ourselves with key partners like Materra, which will help us accelerate our path to ensuring that 100% of the fibers we use are sustainable by 2030,” said Andrés Fernández, Mango’s director of sustainability and sourcing.

Other fashion brands driving regenerative agriculture initiatives include J.Crew, Prana, Terra Thread and other textile and fiber companies that are members of the Regenerative Organic Alliance. “Big fashion brands and independent labels are embracing regenerative agriculture as a win-win solution that could allow them to source climate-positive materials. The challenge is that the concept doesn’t have a singular definition, and without clear standards it risks becoming a tool for greenwashing,” Business of Fashion reported in August 2023.

California Could Define Regenerative
Speaking of a definition, beginning in January 2024, the California Department of Food and Agriculture (CDFA), in collaboration with the State Board of Food and Agriculture, will host a series of public listening sessions to receive comments to help define “regenerative agriculture.”

“As interest in ‘regenerative agriculture’ continues to grow, we are seeing the introduction and evolution of the term in California policies and programs,” CDFA said. “Incorporating a definition of regenerative agriculture for state policies and programs provides a science-based criterion for the designation or recognition of the term ‘regenerative’ in agriculture-related policies of the state. By defining ‘regenerative agriculture’ and its associated practices, we are working to formalize holistic methods of farming that are designed to protect, sustain and enhance natural resources on our farms and farming communities throughout California,” the agency said.

Max Goldberg, Editor and Publisher of Organic Insider, commented, “If California codifies or legally defines ‘regenerative agriculture’ … it will certainly raise the profile of this term among consumers and farmers may end up paying more attention to the way they manage their soil, which is a real positive. However, both the opportunity for greenwashing and the consequences for organic could be severe,” he cautioned.

“At its core, the regenerative agriculture controversy stems from the question of whether a farming practice can be truly ‘regenerative’ if super-toxic chemicals, such as glyphosate or dicamba, are applied to the crops. There is no question that the regenerative movement has brought incredible attention to soil health … and that it has led to very important steps forward in farming practices around the world. But with all of the positive developments, ‘regenerative’ is ripe for abuse and greenwashing, and the multinational chemical companies, who have no intention of minimizing the importance of GMO seeds and synthetic pesticides, are eagerly embracing the term,” Goldberg added.

Elizabeth Whitlow, Executive Director of the Regenerative Organic Alliance, which manages the Regenerative Organic Certified program, told Organic Insider that she believes that California needs to act with real caution. “There are many groups and farmers advocating for ‘regenerative agriculture’ that are doing some excellent and extremely vital work. My concern, however, is that if the state defines ‘regenerative agriculture’ and it excludes organic, it could have the unintended effect of actually doing a lot more harm than good. Bad actors greenwashing the term is a real threat, and all stakeholders in California’s organic industry need to be fully engaged and on board with how the state is going to define ‘regenerative agriculture.’ The stakes are very high, for both California and our entire country, and this process cannot be rushed,” she said.

Woody Harrelson’s Regenerative Reason for Hope
Three-time Oscar nominated actor and environmental activist Woody Harrelson, in a December 2023 Op-Ed in The Wrap, expressed that, after serving as a co-narrator on the film Common Ground, he is “no longer hopeless for the future.”

Harrelson writes:

We stand at a crossroads, facing two paths. One leads to climate chaos, food shortages, deserts expanding and a biodiversity crash. The other involves rethinking our relationship with nature by choosing regenerative agriculture. The regenerative path can give us abundant, nutritious food, thriving ecosystems and a future for generations to come.

I had a surreal moment when I met King Charles and he said he loved “Kiss the Ground” so much he personally sent it to 1,000 people. I hope the same is true of “Common Ground” – I hope thousands of people send the new documentary to thousands of their friends.

I’ve never been a big believer in the political process in this country, but I believe in people. Congress is currently debating something called the Farm Bill. There are a lot of good people in America, who deserve to eat clean food, and it would be refreshing to see Washington prioritize communities over commodities.

I’m no longer hopeless. I’m actually inspired. In fact, I’m committed to using my voice and activism to make the regenerative agriculture movement spread far and wide.

We don’t just need to support soil in the Farm Bill — we need to make the effort in every way we can, from turning our lawns into food gardens and our food waste into compost, to buying food from local regenerative farmers and ranchers. We all eat and we can all support the people who are doing the hard work to feed the world with healthy regenerative food. We can vote with our dollars.

One thing is for certain, it’s time for a change. Soil is our common ground. 

Let’s make regenerative agriculture our priority. 

Learn More
Growing Life: Regenerating Farming and Ranching, by André Leu, December 2021

Food Climate and Nature FAQs, The Nature Conservancy, Sept. 1, 2023

Regeneration International, a global nonprofit organization and educational resource

44th Annual EcoFarm Conference, Pacific Grove, California, Jan. 17-20, 2024

Regenerative Business Live, United Nations, New York, NY, May 7, 2024

Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media, and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We are for Better Alternatives. Contact steve@compassnaturalmarketing.com.

Giving Season: 23 Nonprofits to Support in 2023

Giving Season: 23 Nonprofits to Support in 2023

December 9, 2022

This article originally appeared in Presence Marketing’s December 2022 industry newsletter.

By Steven Hoffman

With a common mission of providing healthful, eco-friendly and socially responsible products to consumers, natural and organic products companies often have philanthropy engrained as part of their brand’s DNA. Given that, the industry is well positioned to play a lead role in helping society address many of the problems facing the world today.

The month of December, with its focus on family, community and giving, presents an opportunity to highlight some of the nonprofit organizations that work with leaders in the natural products sector to help solve some of the pressing issues of our time. There are many organizations doing great work — below find a list of 23 organizations this writer has interacted with in some capacity over the years and identified as potentially worthy of your awareness, consideration and support in the coming year.

This list is divided into four categories: Climate & Environment; Diversity, Equity & Inclusion; Food & Agriculture; and Nutrition & Health. Perhaps one or more of these organizations will resonate with you this season of giving and throughout the year.

We know there are many nonprofit and related organizations doing important work that rely on contributions from individuals, businesses and foundations — please forgive us if we didn’t include your favorite nonprofit this time around. However, if you let us know, there’s a chance we can include it next year. We’d love to hear from you.

Happy holidays and all the best for the New Year.

Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We are for Better Alternatives. Contact steve@compassnaturalmarketing.com.

CLIMATE & ENVIRONMENT

1% for the Planet
1% for the Planet is a global network of individuals and businesses that, to date, has donated more than $350 million to support environmental nonprofits around the globe. A number of natural products companies have aligned with 1% for the Planet, and many express their support by placing the organization’s logo on their product packaging. This past year, the organization launched the 1% for the Planet Impact Fund at National Philanthropic Trust to drive climate impact. https://onepercentfortheplanet.org

Carbon Underground
Founded in 2013 by CPG and natural products veterans Tom Newmark and Larry Kopald, the Carbon Underground’s goals are to coalesce the emerging science on the soil’s relationship to climate change, and to tell the world about a possibility to not simply slow down the threat of climate change, but to reverse it. The organization advances ways to draw down legacy carbon from the atmosphere and promotes regenerative agriculture as a tool to mitigate climate change. https://thecarbonunderground.org

Climate Collaborative
A project of One Step Closer, the Climate Collaborative’s mission is dedicated to “leveraging the power of the natural products industry to reverse climate change.” The organization recently released a four-part webinar series, Climate Action Guidance for Business. Also, the Climate Collaborative’s annual Tracking Progress Update assesses how companies are progressing on their climate action commitments. https://www.climatecollaborative.com

Environmental Working Group
Working to protect consumers, the Environmental Working Group takes the lead in shining a “spotlight on outdated legislation, harmful agricultural practices and industry loopholes that pose a risk to our health and the health of our environment,” encouraging industries to adopt safer practices and educating consumers with actionable information. EWG recently released a report on forever chemicals in pet food bags and in baby textiles, plus a report on how “multitasking” preservatives might help make cosmetics safer, plus the organization works to keep cancer-causing chemicals out of everyday consumer products. https://www.ewg.org

Natural Capitalism Solutions
Founded by renowned environmentalist and author Hunter Lovins, Natural Capitalism Solutions is dedicated to building an economy in service to life through education, innovative solutions, and youth empowerment. The organization works with companies, communities and countries to help offset and reduce carbon emissions and to implement more regenerative practices profitably. https://natcapsolutions.org

DIVERSITY, EQUITY & INCLUSION

Anishinaabe Agriculture Institute
With Akiing — an Indigenous organization dedicated to restoring sacred landscapes, community wealth and resilience — serving as its fiscal sponsor, the nonprofit Anishinaabe Agriculture Institute was founded by Native American leader, water protector, and former candidate for Vice President of the United States Winona LaDuke. The organization’s work includes educating youth about Indigenous, sustainable, and regenerative agriculture practices, restoring agro-biodiversity and food sovereignty, advancing traditional methodologies, and supporting research into hemp fiber production to benefit local economies. http://anishinaabeagriculture.org

Her Many Voices Foundation
Through environmental, cultural and community projects, Her Many Voices brings a diverse group of artists, humanitarian leaders and businesses together to help solve problems for the betterment of women, children and “our Mother Earth.” Her Many Voices was founded by Native American leader Alicia Fall, a former TEDx presenter and recipient of the New York State Assembly Citation Award. Through Alicia and her team’s work in education, inclusivity and collaboration, the organization is also dedicated to supporting farmers and is currently planning events for Earth Day 2023. https://www.hermanyvoices.org

J.E.D.I. Collaborative
Launched in April 2020, the mission of the J.E.D.I. Collaborative is to help create a natural products industry “that centers at its core justice, equity, diversity and inclusion” with systems-level solutions. According to a Natural and Organic Industry Benchmarking Survey conducted in late 2019 by the J.E.D.I Collaborative and New Hope Network, “only 2% of leadership positions within our industry companies and on company boards are occupied by black professionals. The situation isn’t better for Latinx professionals, who hold 2% of company board positions and 6% of company leadership roles within the U.S. natural products industry.” Women also represent only 23% of board seats for companies with more than 50 employees, according to the J.E.D.I. Collaborative, a project of One Step Closer. https://jedicollaborative.com

Naturally Network
Inspired by Naturally Boulder, a public-private partnership founded in 2005 to promote entrepreneurship in natural, organic, and sustainable products in Colorado, the Naturally Network has grown to become a national organization with nine independent chapters, including Naturally Austin, Naturally Bay Area, Naturally Boulder, Naturally Chicago, Naturally Los Angeles, Naturally Minnesota, Naturally New York, Naturally North Bay and Naturally San Diego. Linking emerging businesses and brands with seasoned veterans and mentors in natural and organic products, Naturally Network offers business education, resources for entrepreneurs, mentorship and diversity programs, and ongoing regional and national networking and event opportunities. As former Chair and Board Member of Naturally Boulder, this writer can’t recommend enough to individuals in the natural channel to get involved in the Naturally Network or one of the above mentioned regional chapters. https://www.naturallynetwork.org

Project Potluck
Breaking into the natural and organic products industry isn’t easy for anyone, and it’s especially challenging for Black, Indigenous and people of color (BIPOC) to attract investors, find the right co-packers, refine recipes, and garner placement on retail shelves. Enter Project Potluck, established by Ibraheem Bashir, CPG veteran and founder and CEO of A Dozen Cousins, a leading Black-owned natural food brand, to provide the support that minority entrepreneurs in the natural products space need to succeed. In March 2022, Project Potluck won New Hope Network’s inaugural Justice Award for its efforts promoting justice, equity, diversity and inclusion in the natural and organic products industry, and the organization was recently featured in Forbes Magazine. https://www.potluckcpg.org

Wild Animal Sanctuary
Including animal welfare on this list, one of this writer’s personal favorites is the Wild Animal Sanctuary. Based an hour east of Denver in Keenesburg, CO, on nearly 700 acres, the organization rescues and provides a home to more than 350 large animals including lions, tigers, bears and wolves, many of which were rescued from abusive environments. Want to know where all those animals from the TV show Tiger King ended up? The Wild Animal Sanctuary saved more than 100 of them, providing sanctuary at its large, open-space environment where visitors can view the animals from elevated walkways and decks overlooking this fenced-in “Serengeti of the West.” The organization also recently saved the lives of 11 African lions that were located in an active war zone in Ukraine. The sanctuary welcomes visitors and your support. https://www.wildanimalsanctuary.org

FOOD & AGRICULTURE

Kiss the Ground
With a passionate, committed and growing community inspired by Kiss the Ground: the Movie, a full-length documentary narrated by Woody Harrelson that sheds light on a “new, old approach” to farming called regenerative agriculture, Kiss the Ground was founded in 2013 to educate about and advance a system of agriculture and food production that rebuilds our soils and water resources, sequesters carbon from the atmosphere and feeds the world. Kiss the Ground’s mission is to awaken people to the possibilities of regeneration and inspire participation through storytelling, education, and advocacy. https://kisstheground.com

Regenerative Organic Alliance
The Regenerative Organic Alliance (ROA) comprises a group of experts in farming, ranching, soil health, animal welfare and farmer and worker fairness. Founded by the Rodale Institute, Dr. Bronner’s and Patagonia, other members of the alliance include Compassion in World Farming, Fair World Project, and the Textile Exchange. The ROA was established to continuously review and update the Regenerative Organic Certified® framework, a recently introduced certification program for food, fiber, and personal care ingredients that represents the “highest standard” for organic agriculture in the world, with stringent requirements for soil health, animal welfare and social fairness. https://regenorganic.org

Regeneration International
With a vision to collaborate with consumers, educators, business leaders and policy makers, Regeneration International’s mission is to work with multiple stakeholders in key regions around the world to promote, facilitate and accelerate the global transition to regenerative food, farming and land management for the purpose of cooling the planet, restoring climate stability, ending world hunger and rebuilding deteriorated social, ecological and economic systems. Regeneration International, which offers a number of resources for those interested in regenerative organic agriculture and climate change, is a project of the Organic Consumers Association. https://regenerationinternational.org

Regenerative Rising
With events including Women Leading Regeneration and the Regenerative Earth Summit, plus an ongoing podcast series, Regenerative Rising is dedicated to elevating and forwarding regenerative principles that expand a living systems worldview. The organization engages leaders in agriculture, business, and finance to elevate stories of regeneration and innovation to activate urgent and necessary change in business strategy, public policy and personal decision-making that serves the long term health and betterment of people and the Earth. https://regenerativerising.org

The Rodale Institute
Celebrating 75 years of organic leadership, the “OG” of organic agriculture and research, The Rodale Institute remains on the vanguard of science and best practices in advancing organic and regenerative agriculture. The Rodale Institute’s main office is located on a 386-acre organic research and education farm in eastern Pennsylvania that investigates a number of organic crops and rotations, including hemp, and also the value of animal husbandry in regenerative agriculture. In September 2022, General Mills announced it would donate the Cascadian Farm home farm in Skagit County, WA, to the institute, bringing the total number of Rodale Institute research campuses to 12. The organization also recently partnered with Colorado-based nonprofit Mad Agriculture to help farmers transition to organic and regenerative organic farming methods. The Rodale Institute was originally founded in 1947 as the Soil and Health Foundation by Rodale Press founder J.I. Rodale. https://rodaleinstitute.org

NUTRITION & HEALTH

American Botanical Council
Founded in 1986 and based in Austin, TX, the mission of the American Botanical Council (ABC) is to help people live healthier lives through the responsible use of herbal medicine. ABC is an independent, nonprofit research and education organization dedicated to providing science-based, accurate and reliable information for consumers, healthcare practitioners, researchers, educators, industry, and the media about the safe and effective use of herbs and medicinal plants. Through monographs, a comprehensive library, its newsletter, HerbalGram, and more, the American Botanical Council is a vital resource for advocates and makers of herbal-based products, from tinctures and topicals to functional foods and personal care products. https://www.herbalgram.org

Chef Ann Foundation
The Chef Ann Foundation is dedicated to promoting whole ingredient, scratch cooking in schools. Scratch cooking enables schools to serve the healthiest, tastiest meals so that kids are well nourished and ready to learn. As a 501(c)(3) nonprofit, the foundation works with both public and private schools in all 50 states. Founded in 2009 by “the Renegade Lunch Lady,” Chef Ann Cooper — an internationally recognized author, chef, educator, public speaker, and advocate of healthy food for all children — the foundation reports it has helped more than 13,500 schools and 3.3 million kids eat healthier, fresher school meals. https://www.chefannfoundation.org

Conscious Alliance
With the slogan “Art that Feeds,” Conscious Alliance partners with food makers, musicians, artists, and music lovers to empower youth and end hunger in underserved communities. Working with top recording artists and bands, concert-goers, food donors and supporters, many of which are natural food brands, the alliance organizes major food drives at concerts and music festivals nationwide to deliver food directly to economically isolated communities in need, including Native American reservations and rural areas, such as the Pine Ridge Reservation in South Dakota. https://consciousalliance.org

Feeding America
As a leading national network of food banks, Feeding America is seeing a spike in demand among its member network of food banks and food pantries amid rising food prices. According to Feeding America CEO Claire Babineaux-Fontenot, an estimated 53 million or more people in the U.S. are currently food insecure. The organization also is seeing a decrease in donated food and a decrease in federal commodities, meaning member food banks are having to buy more food at a time when food costs are high. “…if I could break down whom it is that comes to us in need of help, as a rule, we’re talking about children. A huge portion of those who are counting on us and the work that we do would be kids, the elderly, people with disabilities,” said Babineaux-Fontenot in an interview with NPR. https://www.feedingamerica.org

The Organic Center
The Organic Center, based in Washington, D.C., is an independent non-profit educational and research organization operating under the administrative auspices of the Organic Trade Association. Founded in 2002 with a mission to conduct, convene and disseminate credible, evidence-based science on the environmental and health effects of organic food and farming, and to communicate those findings to the public, The Organic Center collaborates with academic and governmental institutions to advance research. The Organic Center is the organic products industry’s leading research and education organization advocating for the nutritional, health, environmental and climate mitigating benefits of organic food production. https://www.organic-center.org

Vitamin Angels
Founded in 1994 by natural products industry veteran Howard Schiffer, Vitamin Angels is a public health nonprofit organization working to improve nutrition and health outcomes in low-resource settings worldwide. The organization helps to strengthen, extend, and amplify the impact of partner organizations working to reach the most nutritionally vulnerable groups, including pregnant women, infants, and children who are underserved by existing systems with evidence-based nutrition interventions and health services. Vitamin Angels works with more than 1,200 local organizations, including governments, to reach more than 70 million women and children in 65 countries annually. https://www.vitaminangels.org

Whole Planet Foundation
Founded in 2005, Whole Planet Foundation is a Whole Foods Market foundation that funds poverty alleviation worldwide where the company sources products. The nonprofit’s mission is to empower the world’s poorest people with micro-credit and the chance to create or expand a home-based or small business to help lift themselves and their families out of poverty. As of June 2022, Whole Planet Foundation is helping to alleviate poverty through micro-finance partners in the U.S. and 79 other countries in Africa, Asia, Latin America, and the Middle East. To date, the nonprofit reports it has disbursed $101 million through micro-lending partners worldwide, funding 6 million micro-loans and 30 million opportunities for a better life for micro-entrepreneurs and their family members. https://wholeplanetfoundation.org

Bonus! To support racially and ethnically underrepresented business entrepreneurs, check out the products created by Naturally Network's M/O Fellows.

KISS THE GROUND Documentary Signifies Hemp’s Role in Regenerative Agriculture, Climate Change

By Heather Collins

As wildfires ravage the West, unseasonal snowstorms blanket the Rocky Mountains, and hurricanes pound the South, people everywhere are talking about climate change.

Faced with the reality of a global crisis, hemp industry executives, Hollywood filmmakers, actors, farmers, celebrities, and business leaders collaborated and created KISS THE GROUND. This new full-length groundbreaking documentary gets to the root of the problem, with the solution located right under our feet.

Narrated by actor Woody Harrelson, the film features a star-studded line-up and casts a glimpse of how soil might be the clear answer to sequestering carbon out of the atmosphere and help cool a warming planet. Directed by Rebecca Tickell and Josh Tickell, the documentary features well-known celebrities, such as Ian Somerhalder, Gisele Bündchen, Jason Mraz, and David Arquette.

According to KISS THE GROUND’S Executive Producer, Ian Somerhalder, “We can get the Earth back to the Garden of Eden that it once was by regeneration in agriculture.” KISS THE GROUND is in good hands with Big Picture Ranch, a film studio that strives to change the narrative around critical environmental issues.

Save the Date
The movie, KISS THE GROUND, will be available to the world on Tuesday, September 22, at 6:00 pm PDT, on Netflix. Somerhalder is inviting everyone to view the trailer and spend an evening watching the film to learn more about KISS THE GROUND, the Los Angeles-based nonprofit whose mission is to awaken people to the possibilities of regenerative agriculture.

“There’s so much bad news about our planet. Please share the film with your community and with every friend, co-worker, mother, father, sister, brother, and acquaintance,” says Somerhalder. “We are fulfilling our mission in awakening people to the possibility of regeneration. Together, we can do this. Here we go!”

To view the trailer, click HERE or to support the KISS THE GROUND message and movement, visit: https://kisstheground.com/support-the-film/ – socialassets

The Power of Hemp Soil
Hemp business leaders, industry experts, and entrepreneurs publicly acknowledge that hemp could be key in creating solutions to the global climate crisis. “Hemp can be grown more regeneratively as a rotational crop along with cover crops. If you just inject nitrogen fertilizer, though, you miss the point of a better world with hemp. Let’s regenerate with hemp!” said John Roulac, Co-Producer of KISS THE GROUND, Founder of Nutiva, and Founder and Board Member of the Certified Organic CBD brand RE Botanicals.

The Rodale Institute, an organization dedicated to improving humans’ overall health and the planet through organic research, agricultural training, and consumer education, acknowledges that the global “climate crisis is here and regenerative agriculture is the only way to fight it.”

The Rodale Institute is leading research efforts into regenerative hemp, and it applauds the efforts many hemp farmers are making in implementing sustainable farming techniques on their farms. Even though regenerative agriculture is a relatively new concept, the organization works collectively with growers to educate them on the soil carbon solution that further protects farmland for future use.

About KISS THE GROUND 501(c)(3) Nonprofit Film Partner
KISS THE GROUND is a Los Angeles-based 501(c)(3) nonprofit organization on a mission of creating awareness around the extraordinary potential of healthy soil. KISS THE GROUND has educated and activated millions through its Media Program, Farmland Program, and Stewardship Program. Their Farmland Program supports transitioning farmers and ranchers with training, mentorship, and soil testing and has a robust scholarship program for farmers who need financial assistance to take part. The Stewardship Program is an education platform, community, and resource hub created to educate, inspire, and empower individuals to become powerful and impactful advocates for the regenerative movement. KISS THE GROUND has become a premier online educational hub for regenerative agriculture, offering an online “pathway” for anyone to find resources and their unique way forward in contributing to this expanding global movement.

# # #