What The Carbon Underground does

The Carbon Underground (TCU) is a 501(c)(3) nonprofit (Tax ID 46-5582094) founded circa 2015 and headquartered at 8800 Venice Blvd., Suite 322, Los Angeles, CA, that focuses on reversing climate change through regenerative agriculture and biological soil carbon sequestration. Its primary deliverables are frameworks and programs rather than commercial products: the Regenerative Agriculture Definition, a 2017 consensus framework co-developed with California State University Chico and signed by 150+ stakeholders; the Soil Carbon Initiative (SCI), an outcome-based verifiable soil health standard co-developed with Danone, Ben & Jerry's, Green America, and 150+ stakeholders; and the Adopt-A-Meter program, launched in 2019, which allows individuals to fund a square meter of degraded soil restoration for $5 (with international pricing in EUR, GBP, INR, CNY) and grants proceeds to restoration projects worldwide. TCU serves a multi-stakeholder audience including farmers and ranchers transitioning to regenerative practices, food/CPG corporates implementing supply-chain sustainability commitments, NGOs and coalitions (Savory Global, Navdanya, American Farmland Trust, ASBC, Regeneration International), and individual consumers/donors.

The business model is donation-driven. TCU does not sell products or charge licensing fees for its standards; the regenerative agriculture definition and SCI are offered as open-source frameworks. Funding comes from individual donors (primarily through Adopt-A-Meter), corporate grants and partnerships (Danone, Ben & Jerry's, Patagonia, Barry Callebaut, Alter Eco, JUST Foods, MegaFood), foundation support (Earth's Call Foundation $50M partnership via Lever For Change), and in-kind contributions from partner organizations. Distribution is executed almost entirely through partnerships and digital channels (thecarbonunderground.org, adopt-a-meter.org), with program delivery and field operations executed by partner organizations such as Savory Global, World Tree, Navdanya, Coopecuna, and Co-op Las Amazonas across the US, Costa Rica, India, and Thailand. The organization is led by co-founders Larry Kopald (President) and Tom Newmark (Chair), with Dr. Vandana Shiva serving as an advisor.

Name

The Carbon Underground

Legal name

The Carbon Underground

Website

https://thecarbonunderground.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Carbon Underground is a 501(c)(3) nonprofit that advances regenerative agriculture and soil carbon sequestration via the Regenerative Agriculture Definition, the Soil Carbon Initiative standard, and the Adopt-A-Meter donor program, serving farmers, food and apparel companies, and consumers globally.

Ownership category

akta.pro rank

Product category

Environmental Nonprofit Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Commercial Physical & Biological Research (8731), Forestry (800)

akta.pro primary industry

Regenerative Agriculture & Soil Organic Carbon (SOC) (EUABABAE)

akta.pro secondary industries

Soil Carbon & Regenerative Agriculture Removal (Soil Organic Carbon Credits) (EUABAFAG), Agroforestry & Perennial Cropping Systems (EUABABAD), Grassland/Rangeland Management & Restoration (EUABABAF)

Keywords

• Regenerative agriculture
• Soil carbon sequestration
• Carbon drawdown programs
• Sustainable farming standards
• Climate change nonprofit

Headquarters

HQ city

Culver City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Charitable Contributions: The Carbon Underground is a 501(c)(3) nonprofit organization (Tax ID # 46-5582094) that relies on donations from individuals, foundations, and corporations to fund its programs including Adopt-A-Meter, regenerative agriculture education, and policy initiatives.
2. Adopt-A-Meter Program: The organization generates revenue through its Adopt-A-Meter program where individuals pay $5 per meter to adopt degraded soil, with those funds granted to regenerative agriculture projects worldwide. The program has already funded restoration of millions of meters.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Carbon Underground is a 501(c)(3) nonprofit that educates, advocates, and deploys programs to reverse climate change through regenerative agriculture and soil carbon sequestration. Its flagship offerings include the Adopt-A-Meter program (a direct-to-consumer initiative where individuals adopt a square meter of degraded soil for $5, with funds granted to restoration projects globally) and the Soil Carbon Initiative (an outcome-based verification standard co-developed with 150+ stakeholders including Danone and Ben & Jerry's). It also authored the first consensus Regenerative Agriculture Definition adopted by over 150 organizations.

Product overview

The Carbon Underground operates as a non-profit organization focused on regenerative agriculture education and advocacy rather than a unified software product. Its main offerings include the Adopt-A-Meter program (a public-facing initiative allowing individuals to fund soil restoration for $5 per square meter), the Soil Carbon Initiative (a verifiable standard for regenerative agriculture developed with 150+ stakeholders), and various industry-specific programs like the Cacao Industry Regenerative Transition Program and the Thailand Regenerative Crops Project. The organization also provides a Regenerative Agriculture Definition as a standardized framework, and connects farmers, ranchers, corporations, and citizens through partnerships with organizations like Savory Global and World Tree to create carbon sequestration projects.

Differentiator

Problem solved

Functional benefit

Brands

• Soil Carbon Initiative: An outcome-based, verifiable standard designed to improve soil health and build soil carbon by encouraging the shift to regenerative agricultural practices, developed with over 150 stakeholders including global food companies, farmers, and soil/climate scientists.
• Adopt-A-Meter

Products and services

• Adopt-A-Meter A people-powered initiative that enables anyone worldwide to adopt a square meter of degraded soil for $5 (or local currency equivalent: 4 euros, 350 rupees, 34 yuan, etc.), with funds granted to projects restoring land and drawing down carbon from the atmosphere. Includes the Women in Farming program supporting female farmers globally with special focus on BIPOC farmers. The program has already funded the restoration of millions of meters of degraded soil worldwide.
• Soil Carbon Initiative (SCI) An outcome-based, verifiable standard designed to improve soil health and build soil carbon by encouraging the shift to regenerative agricultural practices. Combines self-reporting and lab-based verifications to measure soil carbon, water filtration rates, soil aggregation, and biodiversity. Co-developed with Green America, Danone, Ben & Jerry's, MegaFood, and 150+ other stakeholders including global food companies, individual farmers, and leading soil and climate scientists.
• Regenerative Agriculture Definition A consensus definition for regenerative agriculture created in 2017 that establishes principles enabling natural systems to regain and retain their abilities to keep the planet healthy and bountiful. Developed with California State University Chico and the Regenerative Agriculture Initiative. Signed by over 150 companies, organizations, and scientists including Ben & Jerry's, DanoneWave, Rodale Institute, Patagonia, and Organic Consumers Association. Provides a unified standard to prevent dilution of the term by greenwashing claims.

Quantifiable outcome

• A mere 2% increase in the carbon content of the planet's soils could offset 100% of all greenhouse gas emissions going into the atmosphere
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

24 partnerships are on record, tiered core and supporting.

• Savory GlobalcoreStrategic or Co-development Partner · 1 October 2019International organization that has helped more than 10,000 ranches convert to holistic, regenerative practices. Founded by Allan Savory, the organization has a proprietary system for cattle grazing that restores land while improving productivity and profitability. Under TCU's Adopt-A-Meter program, funding restoration of 3,000 acres with projected yearly carbon drawdown of 5,000 tons.
• World TreecoreStrategic or Co-development Partner · 1 October 2019For-profit investment vehicle that plants Empress Splendor trees which draw down 11 times more carbon than other hardwood trees. Trees regrow when cut like grasses, continually drawing down more carbon. TCU and World Tree project targets 100 tons carbon drawdown per acre per year. Partnership includes agroforestry opportunities, corporate sponsorship elements, and carbon offset/inset program development.
• Just Foods (JUST)coreStrategic or Co-development PartnerProducers of JUST EGG and other products, and one of the world's largest buyers of mung beans. Partnering with TCU and Cal State/Chico's Center for Regenerative Agriculture to analyze best practices for growing mung beans regeneratively in Thailand—a project with potential global ramifications on a significant crop.
• Center for Regenerative Agriculture and Resilient Systems (Cal State Chico)coreStrategic or Co-development PartnerAcademic partner working with TCU on regenerative agriculture research and standards development. Collaborating on Thailand mung bean project and co-developed the Regenerative Agriculture Definition and Soil Carbon Initiative.
• American Sustainable Business Council (ASBC)coreStrategic or Co-development PartnerCoalition of more than 300,000 companies in the US partnered with TCU on the Adopt-A-Meter Women in Farming program. ASBC introduces the program to its member community to get companies to join in supporting female farmers globally.
• NavdanyacoreGTM or Marketing PartnerEarth-centric, women-centric, farmer-led movement protecting biological and cultural diversity across 22 Indian states. Led by Dr. Vandana Shiva (TCU Advisory Board member). Newest partner in TCU's Adopt-A-Meter program, with funds supporting women in farming initiatives.
• American Farmland TrustcoreGTM or Marketing PartnerTCU grantee and Adopt-A-Meter partner. Almost fifty years ago AFT created conservation agriculture and has been instrumental in saving hundreds of millions of acres of farmland in the US. Their Women for the Land initiative aligns with TCU's Women in Farming program with focus on BIPOC farmers.
• Thrive Natural Care CosmeticssupportingGTM or Marketing PartnerPartner to Coopecuna in Costa Rica, already supporting their agricultural efforts and promoting regenerative practices. Featured in TCU's Costa Rica initiative combining TCU, Adopt-A-Meter, and female-led farming cooperatives.
• Barry CallebautcoreStrategic or Co-development PartnerGlobal leader in cacao and chocolate manufacturing working with TCU to transform the industry to regenerative production. Partnership aims to restore and maintain soil while improving farmer livelihoods and addressing climate change.
• Green AmericacoreStrategic or Co-development PartnerCo-developer of the Soil Carbon Initiative along with TCU, Danone, Ben & Jerry's, and 150 other stakeholders. Green America's Center for Sustainability Solutions contributes to expanding verifiable standards for regenerative agriculture.
• DanonecoreStrategic or Co-development PartnerGlobal food company co-developing the Soil Carbon Initiative. Danone focuses climate efforts on regenerative agriculture, working with farmers in its supply chain to lower carbon footprint and strengthen water retention and biodiversity in soils.
• Ben & Jerry'scoreStrategic or Co-development PartnerCo-developer of the Soil Carbon Initiative. As a signatory to TCU's Regenerative Agriculture Definition and participant in SCI development, helping establish verifiable standards for regenerative agriculture.
• Rodale InstitutecoreStrategic or Co-development Partner501(c)(3) nonprofit dedicated to pioneering organic farming through research and outreach. More than sixty years of research on organic agriculture practices. Co-sponsored Capitol Hill soil/climate briefing with TCU. Partner on regenerative agriculture initiatives.
• Regeneration InternationalcoreStrategic or Co-development PartnerInternational organization promoting regenerative agriculture and food systems. Listed as TCU partner on the organization's website. Works to educate and mobilize around regenerative agriculture as a climate solution.
• PatagoniacoreStrategic or Co-development PartnerFeatured partnership with White House recognition for work to restore soil health on 4 million acres of degraded agricultural land for regenerative organic cotton that draws carbon down from the atmosphere. Joint op-ed by Patagonia Founder Yvon Chouinard and TCU Co-Founder Larry Kopald.
• Kiss the GroundcoreStrategic or Co-development PartnerOrganization with mission to inspire and advocate for the restoration of soil worldwide. TCU partner; produced 'The Soil Story' web mini-doc narrated by TCU President Larry Kopald.
• Savory InstitutecoreStrategic or Co-development PartnerInternational organization focused on large-scale restoration of grasslands through holistic management. TCU Co-Founder Tom Newmark delivered keynote at Savory Institute's 2015 International Conference. Partner in regenerative grazing and land management initiatives.
• 1% For The PlanetsupportingGTM or Marketing PartnerEnvironmental giving network that connects companies with nonprofit environmental organizations. Listed as TCU partner for amplifying funding and awareness for regenerative agriculture initiatives.
• Organic Consumers AssociationsupportingStrategic or Co-development PartnerOrganization advocating for organic and regenerative agriculture. Signatory to Regenerative Agriculture Definition. Partner in promoting sustainable food systems and climate solutions.
• International Federation of Organic Agriculture Movements (IFOAM)coreStrategic or Co-development PartnerGlobal organic agriculture organization. Listed partner on TCU website. Represents the organic farming community's interest in regenerative agriculture development.
• Finca Luna Nueva LodgesupportingStrategic or Co-development PartnerOrganic farming operation in Costa Rica that administers tropical farming systems trials, collaborating with Rodale Institute on carbon sequestration studies. TCU Co-Founder Tom Newmark is co-owner.
• GreenpeacecoreStrategic or Co-development PartnerTCU Founder Tom Newmark joined Greenpeace Executive Director Annie Leonard to tell the story of soil as a solution to environmental problems and tool for building resilient communities. Combined storytelling effort to raise awareness about soil regeneration.
• Earth's Call FoundationcoreGTM or Marketing PartnerNew climate initiative with announced $50 million budget and partnership with MacArthur affiliate Lever For Change. TCU presented at Earth's Call event in Aspen where Adopt-A-Meter was showcased alongside partnerships with World Tree and Savory Global.
• OP2B (One Planet Business for Biodiversity)coreStrategic or Co-development PartnerBusiness-led, agriculture-centric coalition launched at UN Climate Action Summit. Nineteen leading companies joined forces to step up alternative farming practices including regenerative agriculture.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Alter Eco: Regenerative and fair-trade cacao sourcing company working with TCU and Barry Callebaut on transitioning the $180B chocolate industry to regenerative production; an emerging commercial operator in TCU's industry-transition ecosystem.
• Soil Health Institute: Nonprofit focused on soil health research, measurement, and economic analysis; competes in the same space of establishing scientific baselines and verification protocols that underpin TCU's SCI standard.

Direct peers

• Kiss the Ground: A 501(c)(3) nonprofit focused on regenerative agriculture advocacy, education, and media; co-produces documentaries with TCU (e.g., "The Need to Grow") and shares the same farmer/consumer engagement model and ecosystem of corporate and scientific partners.
• Regeneration International: International NGO promoting regenerative agriculture and food systems globally; listed as a TCU partner on both organizations' websites and operates in the same thought-leadership and coalition space on regenerative policy and education.
• Green America: Environmental and social justice nonprofit that co-developed the Soil Carbon Initiative with TCU, Danone, and Ben & Jerry's; operates in the same regenerative agriculture standards and corporate-engagement space as TCU.
• Savory Institute: Global nonprofit promoting holistic management and regenerative grazing on 10,000+ ranches; TCU's named Adopt-A-Meter partner with a 3,000-acre restoration project targeting 5,000 tons of carbon/year, and shares the regenerative agriculture movement-building mission.
• Rodale Institute: 60+ year-old nonprofit research and outreach leader in organic/regenerative agriculture; co-signed TCU's Regenerative Agriculture Definition, co-sponsored Capitol Hill soil/climate briefings, and collaborates on carbon sequestration field trials (e.g., Finca Luna Nueva in Costa Rica).
• Navdanya: Earth-centric, women-led movement protecting biodiversity across 22 Indian states; newest TCU Adopt-A-Meter partner led by Dr. Vandana Shiva (TCU Advisory Board), with overlapping regenerative farming advocacy and women-in-farming focus.
• American Farmland Trust: Nonprofit focused on conserving farmland and advancing regenerative/sustainable practices; named TCU grantee and Adopt-A-Meter partner with a Women for the Land initiative aligned with TCU's Women in Farming program.

Broad incumbents

• IFOAM - Organics International: Global umbrella organization for the organic agriculture movement; listed TCU partner with overlapping scope on standards, advocacy, and policy engagement in sustainable/regenerative farming worldwide.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Carbon Underground