New Land to Market program will give land a voice of its own

The Savory Institute is developing a program for regenerative sourcing.

Victoria Keziah, Managing Director

February 9, 2018

3 Min Read
New Land to Market program will give land a voice of its own

The year 2018 marks the start of a new chapter for Savory Institute, with the unveiling of its new Land to Market program. Debuting at Natural Products Expo West, Land to Market is the world’s first verified regenerative sourcing solution for meat, dairy, wool and leather.

Through its vast global hub network, Savory’s Land to Market program will ultimately provide brands and retailers with access to meat, dairy, wool and leather originating from land that is verified to be regenerating. Through Land to Market, farmers, brands and consumers alike will do their part to support land health through their participation in the program.

The program contains three key components, the first of which is science. The Ecological Outcome Verification (EOV), developed in collaboration with major research institutions and soil scientists, is the savory-land-to-market_1.png

first empirical and scalable soil and landscape assessment methodology of its kind to be based on outcomes, not practices. In this way, EOV gives the land a voice of its own by tracking key criteria such as soil health, biodiversity and ecosystem function.

The second component of Land to Market is supply. For the first time in its history, the Savory network’s global supply of meat, dairy, wool and leather, together with its associated data, will be catalogued for ease of access by brands and retailers. These brands and retailers will be able to trace their sourcing to producers who are having a positive impact on biodiversity, water retention, soil integrity and climate security.

Sharing a story of positive change is the final component of the Land to Market program. Savory’s hubs will champion the cause by expanding their sphere of influence through Land to Market, supporting and verifying more farms and ranches in their regions, and by forming relationships with commercial partners who wish to access proven regenerative supply. The rich narrative of this change will unfold through regenerating landscapes, thriving livelihoods, stronger communities, engaged brands and retailers, and informed consumers.

“Currently, regenerative farmers and ranchers are unable to position their products advantageously and differentiate themselves in the marketplace," explains Savory Institute co-founder and CEO Daniela Ibarra-Howell. "Additionally, brands and retailers struggle to access these producers efficiently with the confidence they need to make credible, traceable claims about their responsible sourcing."

Several game-changing brands have already positioned themselves as early adopters of the Land to Market program. Savory plans to make a formal announcement about the program and the involvement of key brand partners—including EPIC Provisions, Union, Zuke’s Natural Dog Treats and Supplements, and others—at Natural Products Expo West.

Ultimately, by measuring and trending key criteria, Land to Market will give the land a voice of its own. By highlighting the land’s response to management through EOV, farmers and ranchers can continue to learn and improve as land stewards, while citizens strengthen demand for regeneratively sourced livestock products.

Savory’s Land to Market program and EOV protocol is currently being prototyped in several hub regions around the world. More details can be found here.

Victoria Keziah is managing director of the Land to Market Program.

About the Author(s)

Victoria Keziah

Managing Director, Land to Market Program

Victoria is a 25-year strategist with a proven history of building brands from the bottom up. She began her career in the New York advertising world as a strategic planner and market researcher. She then founded and built one of the world's first boutique brand strategy firms, Kindred Keziah Inc., which grew to house three divisions—Consumer Insights, Brand Strategy and New Product Innovation—with offices in Boulder and New York and a roster of Fortune 500 clients. In 2005 she sold Kindred Keziah to senior management and devoted her work to sustainable and social innovation exclusively. She has since provided brand strategy, business modeling, content creation and executional rollout for clients in circular economics, renewable energy, educational reform, health care, environmental conservation and through her work with Savory Institute, regenerative agriculture. She views this as the greatest work of our time: healing the land and our relationship to it.

Victoria is a certified biomimicry specialist and a Master's degree candidate in biomimicry at ASU. She brings her understanding of natural systems and evolutionary fitness to the rollout of Land to Market at Savory, the world's first verified regenerative sourcing solution. She lives with her family in Boulder, where she spends every possible moment in the great outdoors.

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