Ranchers in the United States have long faced a delicate balancing act of meeting immediate economic demands while ensuring the health and sustainability of the land they steward. Land and Carbon, Inc., a nature-based carbon solutions company, points to emerging opportunities like carbon credits and regenerative agriculture, emphasizing their potential as pathways to creating lasting economic and ecological resilience on ranches.
The landscape for nature-based soil carbon credits in the U.S. has transformed in recent years. Carbon markets have gradually shifted from niche involvement to becoming a promising avenue for ranchers and landowners. As interest grows, new solutions and collaborative efforts are emerging to make these markets more accessible and trustworthy.
Land and Carbon builds on these developments, while recognizing that some ranchers may remain hesitant. “There are multiple things to consider from their standpoint,” says General Counsel and Chief Carbon and Land Officer Robert Lawrence. “Navigating through complex carbon crediting protocols, shifting practices, upfront costs, and aligning generalized solutions with the specific needs of each ranch can create barriers to entry that some are unwilling or unable to cross.”
With a commitment to science and collaboration with ranchers, Land and Carbon has built its model around removing those very barriers. A powerful insight is at the core of its approach. “Every ranch is different, and solutions must reflect that,” states Catheryn Staveley, Chief Operating Officer. “Rather than asking ranchers to commit large tracts of land on unproven methods, we introduced a phased, data-driven process tailored to each operation.”
The journey involves a step-by-step engagement that starts with understanding the rancher, their needs, and the land itself. Following stratification, soil sampling and analysis provide a detailed picture of existing conditions, including nutrient profiles, degradation levels, and biological activity. These insights are then used to design a tailored regenerative plan, with a combination of practices and methods unique to each ranch.
A distinctive element of Land and Carbon’s methodology is the use of Innovation Sites™. These are small plots, usually between 10 and 20 acres, carved out within a larger ranch. These sites serve as test plots for new and innovative regenerative practices, soil amendments, technologies, and academic research. Land and Carbon evaluates soil amendments, nutrients, and regenerative techniques directly on the ranch’s land. “This is how we discover what truly works under local climate and soil conditions while respecting the ranch’s unique history,” Staveley remarks.
The Innovation Sites™ are rooted in science, but they also serve a human-centric purpose. They give ranchers a chance to observe, ask questions, and participate. “What usually happens is that skepticism fades as results become visible. The lands can become healthier, soil richer, and plants more resilient. With minimal upfront financial burden, and by waiting to scale until the results speak for themselves, ranchers gain agency and peace of mind,” Lawrence explains.
Land and Carbon’s business model further underscores its rancher-first philosophy. Through a revenue-sharing arrangement, the company can cover project costs, from soil tests to implementation, monitoring and verification. This allows ranchers to participate with minimal risk. Ranchers also may choose to contribute resources, such as labor or equipment, which in turn adjusts their share of the eventual carbon credit proceeds. This sliding-scale structure helps ensure that value is distributed in proportion to contribution, rewarding collaboration.
It’s worth highlighting that the economic implications of Land and Carbon’s process are compelling. Incomes from carbon credits can supplement thin margins, especially in years of volatile yields or high input costs. Moreover, while improving soil health and biodiversity, ranchers can enhance productivity.
The momentum is clear. Still, Land and Carbon is grounded in its core belief that ranchers, given the right tools and respect, are the key to restoring landscapes and capturing carbon at scale. Staveley states, “We view ranchers as co-creators, not mere participants in a project. We treat their generational knowledge, regional insights, and day-to-day experience as invaluable inputs into every decision. We build on those with rigorous measurement and academic partnerships. This is how we combine science and local wisdom to create lasting value.”
