New Industry Roadmap Highlights Farm Advisors as Leaders in Regenerative Agriculture

The Nature Conservancy (TNC), in collaboration with leading agricultural organizations, today announced the release of Advancing Regenerative Agriculture Through Trusted Farm Advisors: A Collaborative Roadmap for Action. This industry roadmap aims to accelerate the adoption of regenerative agricultural practices at scale by harnessing the influence and expertise of private-sector farm advisors and agribusinesses.

The roadmap report outlines a coordinated strategy to strengthen and support the critical role of private‑sector farm advisors—such as agribusinesses, independent agronomists, and certified crop advisors—who are among farmers’ most trusted sources of guidance shape on‑farm decision-making across millions of acres.

“For regenerative agriculture to truly scale, it must be embedded in everyday farm decisions —and that requires the buy -in and support of farmers’ most trusted advisors,” said Luke Petersen, farmer advisor strategy manager at The Nature Conservancy. “This roadmap provides a framework for funders, policymakers, agribusinesses, and conservation leaders to invest more strategically and unlock the full potential of farm advisors to drive both farm profitability and positive outcomes for nature.”

Developed through a year‑long, multi‑stakeholder process, the roadmap identifies four core barriers limiting progress—ranging from insufficient workforce capacity to unclear business value propositions—and lays out three interconnected pillars with nine actionable recommendations to address them. These recommendations emphasize coordinated investment, workforce development, clearer value propositions, and stronger alignment between public and private efforts to deliver high‑quality technical assistance.

“Ag retailers and advisors want to help farmers adopt regenerative practices, but they must be able to do so in ways that make economic sense for both parties,” said Daren Coppock, president and CEO, Agricultural Retailers Association. “This roadmap provides a clear path de-risking innovation and  aligning sustainability goals with emerging business opportunities.”

Webinar

The roadmap partners will host a free public webinar on May 13, 2026 to share key insights and discuss next steps for implementation. Experts from the collaborating organizations will explore the findings, recommendations, and opportunities to engage in this ongoing effort.