Grassroots Carbon

What Grassroots Carbon does

Grassroots Carbon is a regenerative ranching platform that generates and sells verified soil carbon removal credits to corporate buyers. The company enrolls U.S. ranchers into multi-year regenerative grazing programs, providing tools, education, on-the-ground support, and direct cash payments in exchange for verified increases in soil carbon stock. As of December 2025 the program covered over 2 million acres across 22 states with more than 200 ranchers enrolled, and cumulative carbon removals reached 1.9 million tons with over 1.5 million credits retired. The company has paid more than $40 million directly to participating ranchers since 2022.

The technical stack is anchored by two measurement modalities: physical 3-foot deep soil core sampling on a 5-year cycle, complemented by GroundOwl, a non-invasive electromagnetic sensor technology developed in partnership with EarthOptics that scans soils up to one meter deep. Measurement data feeds into the PastureMap desktop platform and PastureMap+ mobile application (iOS/Android), which ranchers use for grazing planning, herd and subdivision records, and field-level visibility into soil carbon patterns. All credits are issued under Regenerative Standard SOC Version 1.1 with independent third-party verification and registered on Nature's Registry. The company is structured as a Texas Public Benefit LLC, headquartered in San Antonio with an additional office in Krakow, Poland, and employs 11-50 people under a leadership team of 14 named executives and board members.

Revenue is generated almost entirely through the sale of carbon removal credits (1 credit = 1 metric ton CO2e) to enterprise corporate buyers via multi-year offtake agreements. Named customers include Boeing (minimum 40,000 metric tons, targeting residual Scope 3 business-travel emissions), Microsoft, Nestlé, and Chevron, spanning aerospace, technology, food and beverage, and energy sectors. Distribution combines direct enterprise field sales (led by the Chief Commercial Officer and VP of Carbon Solutions) with direct rancher enrollment managed by the Head of Rancher Sales and supported by the PastureMap+ app. The company is founder-owned (spun out of Soilworks Natural Capital in 2021), with no publicly disclosed institutional funding rounds, and is led by CEO Brad Tipper, who joined in 2023.

Name

Grassroots Carbon

Legal name

Grassroots Carbon Public Benefit LLC

Website

https://grassrootscarbon.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Grassroots Carbon operates a regenerative ranching platform that issues verified soil carbon removal credits to enterprise buyers, partnering with 200+ U.S. ranchers across 22 states and 2M+ acres and using proprietary measurement technology including GroundOwl electromagnetic sensors.

Ownership category

akta.pro rank

Product category

Voluntary Carbon Credits / Regenerative Agriculture Carbon Removal

NAICS

Support Activities for Animal Production (11521)

SIC

Agricultural Services (700)

akta.pro primary industry

Soil Carbon & Regenerative Agriculture Removal (Soil Organic Carbon Credits) (EUABAFAG)

akta.pro secondary industries

Grassland/Rangeland Management & Restoration (EUABABAF), Soil & Biomass Carbon Measurement (Soil Sampling, Forest Inventory, Blue Carbon) (EUABACAH), Carbon Removal Credits Trading (DAC, BECCS, Biochar, Mineralization) (EUAGAIAL), Nature-Based Credits Trading (Forestry/REDD+, Soil Carbon, Blue Carbon) (EUAGAIAK)

Keywords

• Soil carbon credits
• Regenerative ranching
• Pasture management software
• Carbon removal verification
• Voluntary carbon market

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Others

Revenue model

1. Carbon Credit Sales: Sales of verified soil carbon removal credits to corporate buyers. Credits represent atmospheric carbon dioxide removed from the atmosphere and stored in healthy soil through regenerative grazing practices. 1 carbon credit = 1 metric ton of CO2e removed and stored. Multi-year agreements with major corporations like Boeing (40,000 tons), Microsoft, Nestlé, and Chevron.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Grassroots Carbon generates, verifies, and sells soil carbon removal credits on behalf of enrolled U.S. ranchers who implement regenerative grazing practices. The company enrolls ranchers at no cost, measures soil carbon via proprietary GroundOwl electromagnetic scanning and 3-foot deep soil core sampling, issues verified credits under Regenerative Standard SOC Version 1.1, and sells these credits to corporate climate buyers (e.g., Boeing, Microsoft, Nestlé, Chevron) under multi-year agreements. The PastureMap/PastureMap+ software platform is provided to enrolled ranchers to manage grazing records, soil health data, and carbon tracking.

Product overview

Grassroots Carbon operates as a regenerative land management and carbon removal company with a platform-plus-services architecture. The core offering consists of carbon credits generated through regenerative ranching practices, supported by the PastureMap/PastureMap+ technology platform for ranch management and the GroundOwl technology for advanced soil carbon measurement. PastureMap serves as the primary software product for ranch management including pasture mapping, grazing records, and herd data, while PastureMap+ provides the mobile companion app. GroundOwl is a proprietary measurement technology that enhances soil carbon verification capabilities. The company connects ranchers implementing regenerative practices with corporations seeking verified carbon removal outcomes.

Differentiator

Problem solved

Functional benefit

Brands

• PastureMap: Mobile and desktop platform for ranchers to manage grazing operations, soil health tracking, and carbon management data.

Products and services

• PastureMap A desktop ranch management platform that helps land stewards with grazing management practices through record keeping focused on soil health. Provides pasture mapping, herd data management, and data synchronization with mobile devices. Available to enrolled ranchers.
• PastureMap+ Mobile application companion to PastureMap, providing faster data syncing, improved mobile mapping, subdivision management, and grazing records management for enrolled ranchers. Available on iOS App Store and Google Play Store.
• GroundOwl Non-invasive soil carbon measurement technology developed in partnership with EarthOptics. Uses advanced electromagnetic sensors to scan soils up to one meter deep without disturbing the land, providing continuous landscape-scale measurement that complements existing soil sampling programs and integrates with the PastureMap platform.
• Verified Soil Carbon Removal Credits Verified carbon removal credits representing the removal and storage of atmospheric carbon dioxide in healthy soil through regenerative ranching practices. Each credit equals 1 metric ton of CO2e removed and stored. Generated in compliance with Regenerative Standard SOC Version 1.1, verified by independent third parties, registered on Nature's Registry, and supported by 3-foot deep soil sampling every 5 years. Sold to corporate climate buyers under multi-year agreements.
• Regenerative Ranching Program A program partnering directly with ranchers to restore soil health, increase water retention, and capture carbon through regenerative grazing practices. Provides tools (PastureMap/PastureMap+), education, data, and on-the-ground support at no out-of-pocket cost to enrolled ranchers. Ranchers receive direct payments for verified carbon outcomes while maintaining ranch operations.

Quantifiable outcome

• 1.9 million tons of carbon removals delivered
• +4 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• EarthOpticscoreTechnology or Integration · 17 March 2026Strategic technology partnership for GroundOwl non-invasive soil carbon measurement technology. EarthOptics provides advanced electromagnetic sensor technology that scans soils up to one meter deep without disturbing land. GroundOwl complements Grassroots Carbon's existing meter-deep soil sampling program with continuous, landscape-scale measurement capabilities.
• PastureMapcoreTechnology or IntegrationPlatform integration with PastureMap for ranch management and carbon tracking. GroundOwl technology planned to integrate with PastureMap to give ranchers field-level visibility into soil carbon patterns for informed grazing decisions and improved land management. PastureMap+ is the mobile app version provided by Grassroots Carbon.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Indigo Ag: Largest direct competitor in U.S. agricultural soil carbon credits (Indigo Carbon), selling verified credits to enterprise buyers including major CPG and tech companies. Both companies operate rancher/farmer enrollment, MRV, and credit issuance under similar voluntary market frameworks.
• CIBO Technologies: Direct peer providing a platform for regenerative agriculture and soil carbon credit generation at scale, partnering with major agribusinesses (Cargill, Target). Competes with Grassroots Carbon for rancher enrollment and corporate offtake of nature-based credits.
• Boomitra: Soil carbon credit project developer operating across the Americas, Africa, and Asia, using remote-sensing-based MRV. Competes for rancher enrollment and corporate carbon offtake, particularly with global buyers seeking nature-based removal at scale.
• Nori: Marketplace for soil carbon removal credits built on the Nori Carbon Removal Marketplace. Competes with Grassroots Carbon for project developers and corporate buyers in the voluntary soil carbon market, with overlapping methodology and buyer pool.
• Soil and Water Outcomes Fund: Replicated Landscapes / Soil and Water Outcomes Fund pays farmers and ranchers for soil carbon, water quality, and biodiversity outcomes, with corporate buyers including PepsiCo and Cargill. Most directly comparable alternative to Grassroots Carbon's regenerative ranching model.

Emerging players

• EarthOptics: Technology partner behind GroundOwl that also sells its own soil sensing and carbon measurement platform to farmers, ranchers, and other carbon project developers. Both an enabler and a potential competitor as it expands its own carbon program offerings.
• Patch (formerly Cloverly): Carbon credit API and marketplace connecting enterprises with nature-based and tech-based removal projects. Operates upstream in the value chain as an offtake/distribution channel that overlaps with Grassroots Carbon's corporate buyer relationships.

Broad incumbents

• Pachama: Forestry-and-land-based carbon credit verification and marketplace platform using satellite imagery and ML. Competes indirectly with Grassroots Carbon for corporate carbon offtake budgets and validation services, though focused primarily on forestry rather than grasslands.
• Stripe Climate: Frontier buyer of high-integrity carbon removal credits (DAC, enhanced rock weathering, biochar, soil carbon) that channels Stripe merchant demand into emerging CDR. A potential strategic offtake partner for Grassroots Carbon's soil credits, or a competing channel for the same corporate budget.

Others

• Climate Action Reserve: Voluntary carbon market registry and standards body developing the Soil Enrichment Protocol v2.0 in which Grassroots Carbon participates. Functions as ecosystem infrastructure rather than a competitor, but its protocol decisions materially affect Grassroots Carbon's credit integrity and pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/grassrootscarbon
• Xx.com/grassrootscarb1
• Facebookfacebook.com/grassrootscarbon

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grassroots Carbon