After all, the state of the world’s soil will directly impact the success (or failure) of all future businesses, as well as ecological health and social stability.
And we aren’t being alarmist here. According to the UN, we lose 24 billion tons of fertile land annually. That equates to an area nearly the size of England, and it means we will only have 60 years of topsoil left if we continue modern industrial farming practices.
But if you can help reverse that degradation and make a great profit while doing it, why wouldn’t you?
You simply cannot continue to do business in a world where the soil is too degraded to produce raw materials.
Healthy Planet
It’s not hard to see why regenerating soil makes ecological sense. From reducing the impact of extreme weather events to restoring the water cycle, the benefits of healthy soil are powerful and far-reaching.
Farmers can sequester carbon, restore biodiversity and hold more water in their soils whilst producing an abundance of healthy and high-quality materials for an increasingly conscious consumer.
But what does healthier soil mean for the bottom line of purposeful businesses like B Corps?
Healthy Supply Chains
Healthy soil means a healthy supply chain. As land degradation contributes to climate change, farmers can do an enormous amount to mitigate extreme weather events by shifting to more regenerative farming practices.
That means they will be able to provide the materials you need to stay in business, even in the face of climate shocks. Whether you need cotton for your garments or cocoa for your chocolate, you simply cannot continue to do business in a world where the soil is too degraded to produce raw materials.
Healthy Relationships
All over the world, farmers are willing to shift to regenerative practices that will restore their land and secure future supply chains. But they don’t always have the knowledge or cash flow to take the leap. That’s where you come in. By providing the right financial incentives and the educational framework, you will secure vital relationships with reliable suppliers for years to come.
Huge names like Patagonia™️, General Mills™️, and PepsiCo™️ are already heavily investing in soil health. If, like them, you’re planning on doing business for many years into the future, you need to seriously think about how soil degradation could impact the cost and availability of your supplies.
We live in a world where big corporations can let down loyal suppliers at the drop of a hat. But B Corps looking to change that paradigm can build healthier relationships with growers that will pay off in the long run. You do not want to be left guessing when your next delivery comes in as soil degradation worsens. Instead, you can decide to be a part of the solution.
Healthy Profits
The B Corps and purpose-driven businesses that we work with, put their money where their mouth is and invest in a brighter future for people and the planet. But that payoff isn’t just a tick in the auditing box. As supply chains become less secure alongside soil degradation, the price of raw materials is inevitably going to increase.
Instead of getting stuck in a frenzy of bidding wars and panic buying, it makes far more sense to secure your future supply chain now. You can achieve this by building crucial relationships with growers and helping ensure their farms succeed when it matters most.
Besides, ordinary people care more about climate solutions than ever before, and they are willing to spend more on products that heal the world instead of harming it.
Healthy Products
It’s easy to get lost in the big picture when it comes to soil health. But even if we zoom in on the present moment, sourcing products from healthier landscapes has tangible economic benefits.
Have you ever plucked a homegrown tomato from the vine and been blown away by the flavour? That astonishing difference in taste that you find in homegrown vegetables is down to the balance of micronutrients that are typically depleted in agricultural land.
By investing in regenerative agriculture, you are also investing in healthier and tastier food. So if your product is more expensive than the industry average, improving soil health can help justify your pricing.
And even if no one’s going to taste the quality in a regenerative organic cotton t-shirt, conscious consumers are willing to pay more for clothing or home goods that didn’t come through a sweatshop or get covered in toxic chemicals during the growing process. Where you source your materials matters, both now and in the future!
Soil Stories
Consumers want to hear beautiful stories about the products they buy. So let’s make those stories true.
When you invest in your supplier’s land and build long-term business relationships, you can demonstrate that you are walking the walk, not just talking the talk. And if the outcome of that is loyal customers who see the value in what you do, then you’re looking at an upward spiral of a better reputation, sustainable supply chains, and healthy business growth.
People want to invest in something they believe in. That includes the young family that chooses your product because they want a brighter future for their children. But it also includes the B Corp that invests in their suppliers because they believe that business can be done in a better, more purposeful way.
Succeeding in business and doing the right thing doesn’t have to be mutually exclusive. You can invest in a better future for the soil and bolster your bottom line as you are doing it.
Want to know more about soil health?
For more information about how you can stand up for soil and secure your supply chains, you can reach out to Tom using the link below. He’ll be happy to answer your questions!
Marij-Ellen Smits
CEO, NL
Let’s talk about Regenerative Agriculture
You know you’ll dig it too.
