ALUS Canada
ALUS Canada is a registered Canadian charity founded in 2000 that delivers farmer-led nature-based conservation on marginal farmland across 41+ communities, serving 2,100+ farmers through corporate sponsorships, government grants, and foundation funding.
- Company typePrivate
- Founded2000
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What ALUS Canada does
ALUS Canada is a registered Canadian charitable organization, founded in 2000 and headquartered in Toronto, that delivers farmer-led nature-based solutions on marginal farmland. The organization operates 41+ community programs across Canada, engaging 2,100+ farmers and 390+ Partnership Advisory Committee members, with a cumulative footprint of approximately 57,000 acres of nature created or maintained. Its core offering is a structured program that compensates farmers for retaining or restoring wetlands, grasslands, tree cover, and riparian areas on marginal portions of their land, while quantifying the resulting ecosystem services (carbon, biodiversity, water quality) using methodologies validated through University of Guelph research partnerships and the proprietary IMWEBs measurement application.
The business model is a mix of multi-year corporate sponsorships, government grants, foundation funding, and individual donations. Anchor corporate partners include the Weston Family Foundation (cumulative commitment approximating $17M, including the founding $5M in 2016), TD Bank (New Acre Project anchor), General Mills (Growing Roots program, ~$2.3M USD in 2022), Definity Financial Corporation ($1.5M three-year partnership from 2026), Bruce Power, and TC Energy. Government and quasi-government support includes a $5M SDTC investment (2022) directed at ecosystem service quantification and the Ontario Resilient Agricultural Landscape Program funding secured in 2025. Revenue is recognized primarily through multi-year program agreements and per-acre farmer compensation contracts distributed across the 41+ community network.
The organization's strategic direction is increasingly focused on data and quantification: the April 2025 appointment of Jordan Sinclair (PhD in Ecology/Evolutionary Biology, MA in Applied Mathematics, former VP Data Insights at Deveron) as CEO, combined with a disclosed carbon quantification and credit issuance workplan, signals an intent to evolve ALUS from a conservation program operator into a provider of verified, market-grade ecosystem service and carbon outcomes. Operational reach is also extending beyond Canada, with program presence in Ohio (United States) and continued intra-Canada expansion into Quebec (Estrie community).
ALUS Canada firmographics
Firmographics- Name
- ALUS Canada
- Legal name
- ALUS Canada
- Website
- https://alus.ca
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ALUS Canada is a registered Canadian charity founded in 2000 that delivers farmer-led nature-based conservation on marginal farmland across 41+ communities, serving 2,100+ farmers through corporate sponsorships, government grants, and foundation funding.
- Ownership category
- akta.pro rank
ALUS Canada industry classification
Industry- Product category
- Agricultural Conservation Services
- NAICS
- Support Activities for Forestry (11531), Support Activities for Forestry (1153)
- SIC
- Agricultural Services (700), Forestry (800)
- akta.pro primary industry
- Payments for Ecosystem Services (PES) Program Development & Administration (AFAMAMAF)
- akta.pro secondary industries
- Forestry & Reforestation (BPAGAGAD), Agroforestry & Perennial Cropping Systems (EUABABAD), Conservation Agriculture (Erosion Control, Contour/Strip Cropping, Mulching) (AFAGAMAB), Tree Planting & Establishment Services (Manual/Mechanized) (AFAMACAE)
Keywords
Where ALUS Canada is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices18 records
Markets served
ALUS Canada business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Corporate Sponsorship - New Acre Project: Purpose-driven corporations invest in nature-based solutions through the New Acre Project, receiving tangible, verifiable metrics for ESG reporting. Corporate partners include General Mills, TD Bank, A&W, Cargill, and others.
- Government Grants and Funding: Federal, provincial, and municipal government investments in conservation and sustainable agriculture programs. Examples include Ontario Ministry of Environment investment ($561,000), SDTC $5 million investment, and Ontario Trillium Foundation grants.
- Individual Donations: Individual Canadians donate to support farmer-led conservation and nature-based solutions. Tax-deductible charitable donations through the registered charity.
- Foundation Support: The Weston Family Foundation has invested nearly $17 million in ALUS and its New Acre Project. Other foundation partners include Ontario Trillium Foundation, Greenbelt Foundation, and others.
- Farmer Participation Payments: Farmers receive payments for stewarding marginal land through nature-based solutions. Payment rates are determined locally by PACs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Corporate partnership investments through New Acre Project |
| Other | Multi-year contract | Farmer participation payments |
| Other | Pay-as-you-go | Individual donations |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
ALUS Canada product offering
Product offeringCore offering
ALUS Canada delivers a farmer-led conservation program that enables farmers to create nature-based solutions on marginal farmland through community-based Partnership Advisory Committees. The organization coordinates the establishment of wetlands, grasslands, tree plantings, species at risk habitat, and regenerative agriculture practices on 57,000+ acres across 41+ Canadian communities. Through its New Acre Project, ALUS provides a corporate sponsorship mechanism enabling organizations to invest in measurable environmental outcomes for ESG reporting.
Product overview
ALUS Canada is a national charitable organization delivering farmer-led conservation across Canada through a portfolio of interconnected programs and project types. The core ALUS Program enables farmers to create nature-based solutions on marginal farmland through Partnership Advisory Committees (PACs) that guide local decisions. The flagship New Acre Project provides a corporate sponsorship mechanism enabling organizations to invest in measurable environmental outcomes. The Growing Roots program supports regenerative agriculture practices with General Mills partnership. Farmers implement specific project types including wetlands restoration, tree planting (Trees on Farms), grassland establishment, modified agriculture practices, and species at risk habitat protection (SARPAL). The organization also produces comprehensive guidebooks and partners with academic institutions for research validation. The model is voluntary, locally delivered, and designed to fit farm operation realities while producing ecosystem services for Canadian communities.
Differentiator
Problem solved
Functional benefit
Brands
- New Acre Project: ALUS' corporate sponsorship program that enables corporations to directly invest in the creation of ecosystem goods and services in exchange for tangible, verifiable metrics.
- Growing Roots
Products and services
- ALUS Farmer-Led Conservation Program Core conservation program that enables Canadian farmers to create nature-based solutions on marginal farmland through community-based Partnership Advisory Committees. The program covers wetlands, grasslands, tree plantings, species at risk habitat, and regenerative agriculture projects across 41+ communities.
- New Acre Project Corporate sponsorship program enabling organizations to invest in farmer-led nature-based solutions, providing measurable environmental outcomes aligned with ESG and sustainability priorities.
- Growing Roots Regenerative Agriculture Program Regenerative agriculture program supporting farmers in adopting practices that improve soil health, strengthen biodiversity, and build resilience on working farmland through cover cropping, intercropping, and livestock integration. Delivered with support from General Mills ($3.8M investment).
- Trees on Farms Nature-based solution program supporting farmers in planting trees and shrubs including shelterbelts, windbreaks, hedgerows, and riparian buffers to reduce erosion, improve water quality, and support wildlife.
- Wetlands on Farms Wetland restoration and creation program helping farmers establish wetlands to improve water quality, support biodiversity, reduce flood risk, provide erosion control, and strengthen climate resilience.
- Species at Risk Program (SARPAL) Program supporting farmers in protecting and restoring habitat for species at risk through modified agricultural practices including delayed haying, riparian buffers, and wildlife habitat creation.
- Grazing Forward Initiative Three-year initiative with A&W and Cargill to expand regenerative agriculture practices in beef supply chain across 20 communities in Alberta, Saskatchewan, and Manitoba.
Quantifiable outcome
- 57K+ new acres of nature created on farmland
- +7 more outcomes
Companies that use ALUS Canada
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles4 records
ALUS Canada technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ALUS Canada partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, leading, title and historical.
- A&WcorePartner with Cargill on Grazing Forward initiative - three-year initiative expanding regenerative agriculture practices in beef supply chain across 20 communities in Alberta, Saskatchewan and Manitoba.
- CargillcorePartner with A&W on Grazing Forward initiative - three-year initiative to address climate change within beef supply chain across Alberta, Saskatchewan and Manitoba.
- Danone Canada (Silk)coreSponsored 90 New Acre Project acres of ecosystem services in Alberta, Ontario and Quebec in 2020.
- TD Bank GroupleadingOfficial launch sponsor of New Acre Project in 2019. Provides renewed funding support for delivering nature-based solutions across Canada through the TD Ready Commitment.
- General MillstitleTitle partner of Growing Roots regenerative agriculture program. $3.8M investment supporting farmers in Saskatchewan and Manitoba. Pilot program focused on soil health supporting General Mills' commitment to advance regenerative agriculture on 1 million acres by 2030.
- Wawanesa InsurancecoreRenewed partnership supporting farmers and ranchers building climate-resilient communities across Canada through nature-based solutions.
- Bruce PowercoreThree-year nature-based climate investment through New Acre Nature Investment in Grey-Bruce region, supporting community-led conservation.
- TC EnergycoreCorporate partner investing in building local climate resilience through farmer-delivered environmental projects in areas where TC Energy operates.
- Delta Waterfowl FoundationhistoricalOriginal co-author of Farmer's Conservation Plan and supporter of Norfolk County pilot project. Co-founded ALUS concept.
- Keystone Agricultural ProducershistoricalOriginal partner in Manitoba pilot (2006) with Delta Waterfowl Foundation. Supported by Government of Manitoba and W. Garfield Weston Foundation.
- InnoTech AlbertacoreResearch partner conducting economic analysis of nature-based services in Modeste subwatershed through Modeste Natural Infrastructure Project.
- University of Guelph (Dr. Wanhong Yang)coreResearch partnership using IMWEBs application to validate efficacy of ALUS project sites and model cost-effective natural infrastructure solutions.
- University of Guelph (Dr. Andrew MacDougall)coreResearch partnership studying ALUS prairie restoration efficacy confirming 300% pollinator increase, soil carbon storage, and 50-100% nutrient retention.
- University of Guelph (Dr. Amy Newman)coreResearch partnership validating bird species diversity and soil microorganism increases on ALUS project sites in southern Ontario.
- University of Guelph (Dr. Nigel Raine)coreResearch partnership conducting baseline studies of native pollinators on ALUS farms in Ontario as part of three-year study.
- UPA Federations (Montérégie, Chaudière-Appalaches, Outaouais-Laurentides)coreQuebec agricultural union partners collaborating on species at risk programs and ALUS Estrie community launch.
Scale indicators23 records
Recent moves7 records
Expansion highlights5 records
ALUS Canada competitors and assessment
Company assessmentDirect peers
- American Farmland Trust: US nonprofit focused on protecting farmland and scaling regenerative agriculture through farmer engagement and corporate partnerships. Closely analogous operating model to ALUS, just north-of-border, and a direct peer in the farmer-led conservation nonprofit category.
- Ducks Unlimited Canada: Canadian conservation charity delivering wetland and grassland habitat projects on private and public land, including farmer-delivered stewardship programs. Highly comparable in mission, Canadian geography, and engagement with farmers and government funders.
- Delta Waterfowl Foundation: Co-founded the original ALUS concept in 2006 alongside Keystone Agricultural Producers and the W. Garfield Weston Foundation, and continues to operate as a hunter-supported habitat conservation nonprofit. Direct historical and operational peer with similar North American farmland habitat focus.
Broad incumbents
- Truterra (Land O'Lakes): Sustainability arm of Land O'Lakes working with farmers on soil health and regenerative agriculture, providing corporate-scale ag sustainability outcomes. Comparable to ALUS in delivering farmer-level conservation and growing CPG partnership demand, but as a for-profit cooperative subsidiary.
- Ducks Unlimited: US counterpart to Ducks Unlimited Canada and the world's largest waterfowl habitat nonprofit. Highly analogous mission and farmer-engagement model, but operates in US regulatory and donor environments with significantly larger funding scale.
- Nature Conservancy of Canada: Canada's largest land conservation nonprofit, deploying corporate, foundation, and government capital for nature outcomes across much larger asset bases. Overlaps with ALUS on biodiversity and conservation outcomes but operates at broader portfolio scale rather than farmer-led PES delivery.
Emerging players
- Soil Health Institute: Research and outreach nonprofit focused on soil health measurement, regenerative agriculture adoption, and farmer engagement. Strong overlap with ALUS's Growing Roots program around soil-health outcomes on working farmland, though broader in geographic and methodological scope.
- Regeneration Canada: Canadian nonprofit advancing regenerative agriculture through farmer networks, research partnerships, and corporate engagement. Strong thematic overlap with ALUS's Growing Roots, with shared Canadian geography and similar foundation/government funder base.
- The Xerces Society for Invertebrate Conservation: US-based science-driven nonprofit focused on pollinator and invertebrate conservation with strong farmer-engagement programming. Direct overlap with ALUS's flagship 300% pollinator metric and biodiversity outcomes, though primarily science and advocacy rather than PES payments to farmers.
Others
- Ecosystem Services Market Consortium: Private-sector consortium developing standardized ecosystem service markets (soil carbon, water quality) for US agriculture. Important adjacent player because its standardization work directly influences the verification standards ALUS's quantification methodology must compete against for corporate ESG dollars.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
ALUS Canada social profiles
Digital presenceALUS Canada financial estimates
Financial estimateRevenue estimate
Valuation estimate
ALUS Canada leadership team
Management profileNumber of profiles
Profiles27 records
ALUS Canada funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ALUS Canada M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ALUS Canada
What does ALUS Canada do?
ALUS Canada delivers a farmer-led conservation program that enables farmers to create nature-based solutions on marginal farmland through community-based Partnership Advisory Committees. The organization coordinates the establishment of wetlands, grasslands, tree plantings, species at risk habitat, and regenerative agriculture practices on 57,000+ acres across 41+ Canadian communities. Through its New Acre Project, ALUS provides a corporate sponsorship mechanism enabling organizations to invest in measurable environmental outcomes for ESG reporting.
Is ALUS Canada a public or private company?
ALUS Canada is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was ALUS Canada founded?
ALUS Canada was founded in 2000. It employs 11 to 50 people.
Where is ALUS Canada based?
ALUS Canada is headquartered in Toronto, Canada, in the North America region.
How does ALUS Canada make money?
Five revenue lines are on record. Corporate Sponsorship - New Acre Project is the primary driver. The others are government Grants and Funding, individual Donations, foundation Support and farmer Participation Payments.
Who are ALUS Canada's main competitors?
Direct peers on record are American Farmland Trust, Ducks Unlimited Canada and Delta Waterfowl Foundation. Broad incumbents are Truterra (Land O'Lakes), Ducks Unlimited and Nature Conservancy of Canada. Emerging players are Soil Health Institute, Regeneration Canada and The Xerces Society for Invertebrate Conservation. Ecosystem Services Market Consortium is listed as an others.
Does ALUS Canada have an API?
No public API is recorded for ALUS Canada.
What industry is ALUS Canada in?
ALUS Canada's product category is Agricultural Conservation Services. Its primary akta.pro industry code is AFAMAMAF, Payments for Ecosystem Services (PES) Program Development & Administration, with a secondary code of BPAGAGAD, Forestry & Reforestation. Its NAICS code is 11531 and its SIC code is 700.