Understanding ag
Understanding Ag is a regenerative agriculture consultancy based in Fort Payne, Alabama, that advises farmers, ranchers, and landowners on soil health transitions using its proprietary 6-3-4 Framework, serving primarily small and mid-sized farms across the US and select international markets.
- Company typePrivate
- Founded-
- HeadquartersFort Payne, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Understanding ag does
Understanding Ag is a regenerative agriculture consulting firm headquartered in Fort Payne, Alabama, that advises farmers, ranchers, and landowners on transitioning conventional operations to regenerative practices. The company operates as a practitioner-led consultancy, employing approximately 11 consultants and partners who deliver on-the-ground advisory services grounded in personal farming experience rather than academic research. Its core offering is built around a proprietary 6-3-4 Framework that systematizes the firm's approach to soil health, grazing management, and whole-farm planning, distinguishing it from conventional agronomy services.
The firm's revenue model blends multiple streams: direct consulting engagements for individual farms and ranches, an online course library, in-person workshops and field days (including the Soil Health Academy), and educational materials such as fact sheets and digital resources. A dedicated scholarship fund and a related nonprofit entity (6-3-4 Regeneration) extend the company's reach to underserved farming communities, including tribal nations such as the Iowa Tribe of Kansas and Nebraska. Strategic partnerships include a regenerative outreach grant from General Mills and collaborations with Regenerate Outcomes and Regenified for verification services and outcome-based measurement.
Understanding Ag's go-to-market is anchored by a small group of high-profile practitioner-consultants whose reputations in the regenerative agriculture movement lend the firm significant credibility. The client base is globally distributed and primarily composed of small and mid-sized farms and ranches in the United States, with select international engagements spanning Wales, Mexico, and Zambia. Pricing signals indicate project-based consulting engagements and educational program fees rather than enterprise SaaS contracts or recurring subscription revenue.
Understanding ag firmographics
Firmographics- Name
- Understanding ag
- Legal name
- Understanding Ag, LLC
- Website
- https://understandingag.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Understanding Ag is a regenerative agriculture consultancy based in Fort Payne, Alabama, that advises farmers, ranchers, and landowners on soil health transitions using its proprietary 6-3-4 Framework, serving primarily small and mid-sized farms across the US and select international markets.
- Ownership category
- akta.pro rank
Understanding ag industry classification
Industry- Product category
- Regenerative Agriculture Consulting
- NAICS
- Support Activities for Crop Production (11511)
- SIC
- Agricultural Services (700), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Soil Health & Regenerative Agronomy Consulting (AFACABAA)
- akta.pro secondary industries
- Sustainability & ESG / Carbon & Conservation Program Advisory (AFACAJAF), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG), Sustainable/Regenerative Agriculture & Conservation Practices (EDAOAOAO)
Keywords
Where Understanding ag is headquartered
LocationHeadquarters
- HQ city
- Fort Payne
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Understanding ag business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Regenerative Agriculture Consulting Services: Understanding Ag provides consulting and planning services to farmers, ranchers, branded programs, processors, restaurants, retailers, and involved consumers. Their consultants work one-on-one with clients to develop regenerative agricultural plans tailored to their specific operations, focusing on soil health, adaptive grazing, enterprise evaluation, and business planning.
- Online Courses (Regen Ag 101, Adaptive Grazing): UA offers online educational courses on regenerative agriculture and adaptive grazing. Regen Ag 101 is currently free for FFA & 4-H advisors and Vo-Ag instructors (sponsored by General Mills). Additional courses may be paid offerings.
- Workshops and Speaking Engagements: In-person workshops (e.g., Building Profitable and Resilient Farms, Regenerative Soil & Grazing Workshop) and speaker requests generate revenue through registration fees and speaker fees.
- Fact Sheets and Educational Materials: UA provides fact sheets and guides covering specific agricultural sectors (cropping, dairy, specialty crops, grazing, nursery production) available for download, potentially as paid resources.
- Future Leaders in Regenerative Agriculture (FLRA) Scholarship Program: Through their non-profit 6-3-4 Regeneration organization, UA accepts donations for the FLRA scholarship program. Donors receive gifts (e.g., $150 donation = bottle of Maker's Mark Private Selection Bourbon).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Initial Consultation - Free |
| Freemium | Multi-year contract | Regen Ag 101 Course - Free Tier |
| Other | Multi-year contract | FLRA Scholarship Program |
| Other | Multi-year contract | Custom Consulting Services |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels11 records
Understanding ag product offering
Product offeringCore offering
Understanding Ag provides regenerative agriculture consulting and planning services to farmers, ranchers, agricultural businesses, branded programs, processors, restaurants, retailers, and tribes. Its services are anchored in the proprietary 6-3-4 Framework and delivered through one-on-one consulting, online courses (Regen Ag 101, Adaptive Grazing), the Soil Health Academy, workshops, webinars, podcasts, and downloadable fact sheets that guide clients through transitioning from conventional to regenerative practices focused on soil health, adaptive grazing, enterprise evaluation, and business planning.
Product overview
Understanding Ag is a regenerative agriculture consulting and education company offering a comprehensive suite of services centered on its proprietary 6-3-4 Framework (Six Principles of Soil Health, Three Rules of Adaptive Stewardship, and Four Ecosystem Processes). The core offerings include consulting and planning services, online courses (Regen Ag 101 and Adaptive Grazing Course), the Soil Health Academy, workshops, webinars, podcasts, and a Future Leaders scholarship program. The company provides downloadable fact sheets, case studies, and video resources to support farmers, ranchers, and businesses transitioning to regenerative agriculture practices.
Differentiator
Problem solved
Functional benefit
Brands
- Soil Health Academy: Educational platform offering regenerative agriculture training programs and workshops, often partnering with Understanding Ag consultants.
- 6-3-4 Regeneration
Products and services
- Consulting and Planning Services
Quantifiable outcome
- Soil organic matter increased from 1.3% to 5.5% in 37 years (Montana Highland Lamb case study)
- +5 more outcomes
Companies that use Understanding ag
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
Understanding ag technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Understanding ag partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, major and minor.
- Regenerate OutcomescoreUnderstanding Ag partnered with Regenerate Outcomes as part of Rhug Estate's five-year regenerative farming plan. UA conducted baseline soil carbon sampling across 900 hectares as part of this collaboration focused on measuring and verifying soil health improvements and regenerative outcomes.
- General MillsmajorGeneral Mills provided a grant to Understanding Ag to make the Regen Ag 101 online course free for FFA & 4-H advisors and Vo-Ag instructors for grades 7-12. This partnership supports agricultural education and the next generation of regenerative farmers. Continuing education units are available with the course. General Mills has also partnered with UA on regenerative wheat projects in Kansas.
- 6-3-4 RegenerationcoreUnderstanding Ag established the non-profit 6-3-4 Regeneration organization to support the long-term success of regenerative agriculture. This organization runs the Future Leaders in Regenerative Agriculture (FLRA) Scholarship Program, providing funding up to $5,000 for regenerative agriculture education. Rob Samuels (Maker's Mark) has donated bourbon casks to support scholarship fundraising.
- Rhug EstatecoreRhug Estate, a 12,500-acre organic estate near Corwen, Wales, partnered with Understanding Ag as part of their five-year regenerative farming plan. UA provided soil carbon sampling and regenerative agriculture expertise as part of Rhug's comprehensive environmental strategy.
- RegenifiedcoreUnderstanding Ag partners with Regenified to help clients verify their regenerative practices and monetize their regenerative advantages. Regenified provides practice- and outcome-based land verification and product certification programs. UA consultants help clients prepare for and navigate the verification process.
- Planet MarkminorUnderstanding Ag worked with Planet Mark on Scope 3 emissions calculations for Rhug Estate. This partnership helps clients measure and communicate their environmental impact and sustainability achievements.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Understanding ag competitors and assessment
Company assessmentDirect peers
- Savory Institute: Global non-profit that trains and accredits regenerative management consultants using the Holistic Management framework. Directly comparable to UA in delivering practitioner-led consulting, training, and community-building around regenerative grazing and land management, with overlapping customer base of ranchers and land managers.
- Soil Capital: European regenerative agriculture advisory and carbon program operator that helps farmers transition to regen practices and monetize outcomes through certified carbon credits. Highly comparable business model—advisory services bundled with carbon measurement and verification—targeting similar farmer and agribusiness customers in a different geography.
Emerging players
- Kiss the Ground: Non-profit advocacy and education organization focused on regenerative agriculture awareness, including the Netflix documentary in which UA team members were featured. Comparable as a regen ag education and community-building player, though it does not deliver 1:1 on-farm consulting at UA's scale.
- AgriWebb: Farm management software platform with strong livestock and grazing-management functionality. Comparable in supporting regenerative grazing decisions and ranch recordkeeping, but as a software/SaaS product rather than a consulting practice; represents a potential productized alternative to UA's advisory model.
- Rodale Institute: Long-standing research and education non-profit advancing organic and regenerative agriculture. Comparable as a regenerative authority producing educational content, farmer training, and applied research that informs UA's consulting recommendations, though more research- than consulting-oriented.
- Athian: Livestock carbon-inset marketplace that enables ranchers to earn premiums for verified emissions reductions. Comparable as an enabler of monetization for the regenerative outcomes UA's clients produce, and a potential partner/competitor for routing client outcomes into carbon programs.
Others
- Soil Health Academy: Listed separately because Soil Health Academy is closely linked to UA (often referenced as a partner brand on UA's site) and operates educational workshops on regenerative principles. Included as a near-entity ecosystem participant rather than an independent competitor.
- Cargill RegenConnect: Cargill's regenerative agriculture program paying farmers per tonne of carbon sequestered and offering agronomic support. Not a consulting peer but a buyer-side participant whose payments to farmers create downstream demand for the kind of consulting UA provides.
- ADM re:generations: ADM's regenerative agriculture program providing incentives and agronomic support to farmers in its supply chain. Comparable as a regen ag services competitor for the same farmer customer and a potential enterprise buyer of UA-style consulting and verification support.
Broad incumbents
- Indigo Ag: Large agtech platform operating the Indigo Carbon program, providing agronomic advisory, biological inputs, and a carbon marketplace for farmers. Comparable as a regenerative agriculture service provider bundling agronomy with carbon monetization, but at much larger scale and with proprietary software/data infrastructure UA lacks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Understanding ag social profiles
Digital presenceUnderstanding ag financial estimates
Financial estimateRevenue estimate
Valuation estimate
Understanding ag leadership team
Management profileNumber of profiles
Profiles12 records
Understanding ag subsidiaries and ownership
Company hierarchySubsidiaries1 record
Understanding ag funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Understanding ag 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 Understanding ag
What does Understanding ag do?
Understanding Ag provides regenerative agriculture consulting and planning services to farmers, ranchers, agricultural businesses, branded programs, processors, restaurants, retailers, and tribes. Its services are anchored in the proprietary 6-3-4 Framework and delivered through one-on-one consulting, online courses (Regen Ag 101, Adaptive Grazing), the Soil Health Academy, workshops, webinars, podcasts, and downloadable fact sheets that guide clients through transitioning from conventional to regenerative practices focused on soil health, adaptive grazing, enterprise evaluation, and business planning.
Is Understanding ag a public or private company?
Understanding ag is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Understanding ag founded?
Understanding ag was founded in -1. It employs 1 to 10 people.
Where is Understanding ag based?
Understanding ag is headquartered in Fort Payne, United States, in the North America region.
How does Understanding ag make money?
Five revenue lines are on record. Regenerative Agriculture Consulting Services are the primary driver. The others are online Courses (Regen Ag 101, Adaptive Grazing), workshops and Speaking Engagements, fact Sheets and Educational Materials and future Leaders in Regenerative Agriculture (FLRA) Scholarship Program.
Who are Understanding ag's main competitors?
Direct peers on record are Savory Institute and Soil Capital. Emerging players are Kiss the Ground, AgriWebb, Rodale Institute and Athian. Others are Soil Health Academy, Cargill RegenConnect and ADM re:generations. Indigo Ag is listed as a broad incumbent.
Does Understanding ag have an API?
No public API is recorded for Understanding ag.
What industry is Understanding ag in?
Understanding ag's product category is Regenerative Agriculture Consulting. Its primary akta.pro industry code is AFACABAA, Soil Health & Regenerative Agronomy Consulting, with a secondary code of AFACAJAF, Sustainability & ESG / Carbon & Conservation Program Advisory. Its NAICS code is 11511 and its SIC code is 700.