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Case Study

Making Regenerative Ranching a National Business and Climate Story

Grassroots Carbon | Regenerative Agriculture PR

Regenerative Agriculture PR for Grassroots Carbon: Building National Visibility for Soil Carbon Removal 

 

IN BRIEF

 

Grassroots Carbon had built a science-backed soil carbon removal business, strong rancher relationships and significant business milestones, but its public visibility had not caught up with its progress. The company needed a stronger communications strategy to raise awareness, clearly articulate its rancher-first approach and demonstrate the commercial and environmental value of regenerative ranching. Yulu developed a research-led communications strategy and executed targeted media outreach, bringing Grassroots Carbon’s story to national business, climate and agriculture audiences.

 

The Challenge: Building Visibility for Soil Carbon Removal

 

Grassroots Carbon helps ranchers generate value from regenerative land management and measured soil carbon removal. The company needed to strengthen recognition beyond specialist circles, distinguish its approach from generic carbon-credit providers and explain how rancher livelihoods, science, soil health and corporate climate goals fit together. It also needed to communicate credibly in a market where carbon measurement, permanence and verification face scrutiny.

 

Our PR Strategy: Positioning Regenerative Ranching for National Media

 

Yulu began with eight key voice interviews and market and competitor research, then developed Grassroots Carbon’s external narrative and key messaging. The resulting communications strategy connected regenerative ranching, transparent measurement, stronger working lands and economic value for ranchers. It prioritized corporate buyers, ranchers, journalists, industry stakeholders and, indirectly, investors.

 

Our carbon removal PR agency approach translated that positioning into a 12-month roadmap: major milestone announcements, exclusive media outreach, technical storytelling, executive commentary, awards and speaking opportunities, owned-channel amplification and website narrative development, copywriting and editing. Each media moment was matched to reporters whose audiences could understand its significance.

 

PR Results: National Media Coverage and Industry Visibility

 

  • Media Placements: 40 earned media placements, including 15 syndications.
  • Total Mentions: 309 total reported mentions across earned, organic, and syndicated coverage.
  • Editorial Reach: Approximately 786 million cumulative potential editorial reach (not verified unique audience).
  • Media Interviews & Message Pull-Through: 11 completed media interviews and documented message pull-through around ranchers, soil health, regenerative ranching, science, and measurement.

 

Awards and recognition: Yulu developed a prioritized awards and events strategy. Grassroots Carbon won AgTech Regenerative Platform of the Year and was shortlisted for the Nature Award at the 2026 World Sustainability Awards.

 

The program helped position Grassroots Carbon in coverage as a rancher-first, science-backed carbon removal company rather than simply another carbon-credit provider. The company’s carbon removal milestones and rancher payments were business achievements Yulu helped communicate, rather than outcomes caused by PR.

 

Our Approach

 

Milestone storytelling: Yulu led media strategy for Grassroots Carbon’s announcement of 1.9 million tons in reported soil carbon removals and $40 million in rancher payments. The campaign secured prominent coverage in The Wall Street Journal and Trellis, followed by business and specialist reporting.

 

Soil carbon removal communications: For the GroundOwl soil measurement launch, Yulu developed media materials, tailored pitching and supporting social content to make complex measurement technology relevant to carbon, science, technology and agriculture journalists.

 

Website narrative and copy: Yulu drafted website content and provided extensive revisions to copy developed by Grassroots Carbon, translating technical positioning into clear, accessible language for external audiences.

 

Partnership communications: Yulu supported messaging around a carbon removal purchase agreement, coordinating communications within partner approval requirements.

 

Thought leadership: The program also supported coverage and commentary in Reuters, Axios, S&P Global, Carbon Pulse, Drovers and Agri-Pulse, extending visibility beyond a single announcement.

Services Provided

 

  • Strategic public relations and positioning
  • Research and stakeholder interviews
  • Narrative and key messaging
  • National and trade media relations
  • Executive thought leadership
  • Media materials and spokesperson briefing
  • Issues and reactive communications
  • Product and partnership announcements
  • Social and content amplification
  • Website copywriting and editing
  • Awards strategy
  • PR reporting and measurement.

National Media Coverage for Grassroots Carbon

 

The Wall Street Journal

Ranchers Are Falling Into Debt and Selling Land. Carbon Credits Are a Way to Keep Farming.

 

Trellis

‘Regenerative ranching’ startup reaches 1.9M tons of removed carbon

 

Axios San Antonio

San Antonio startup leads U.S. in carbon removal

Carbon Herald

Grassroots Carbon Delivers 1.9 Mt Of Removals Through Regenerative Ranching

 

Carbon Pulse

Texas CDR firm reaches nearly 2 mln credits delivered

 

Drovers

Turn Dirt into Dollars: How New Soil Tech Boosts Ranch Revenue

What This Campaign Demonstrates About Climate Tech PR

This campaign demonstrates Yulu's climate tech public relations expertise, combining complex scientific communications, corporate reputation, regenerative ranching PR, rancher-centered storytelling and high-value media relations. Its approach is transferable to companies working in climate technology, agriculture, nature-based solutions and other technical industries where credibility is as important as visibility. Beyond individual announcements, the work connected Grassroots Carbon’s technical story with rancher livelihoods and the future of working lands. This provided a foundation for ongoing communications about the company’s relevance to ranchers, corporate buyers and the wider agriculture sector.

Frequently Asked Questions

 

What is regenerative agriculture PR?

Regenerative agriculture PR translates complex land-management practices, scientific evidence and business models into clear stories for journalists, customers, partners and other stakeholders. For Grassroots Carbon, Yulu focused on the connections between soil carbon removal, rancher economics and credible measurement.

 

How can public relations help a soil carbon removal company?

Strategic communications can explain technical carbon removal claims, establish credible spokespeople and connect business milestones with broader climate and agriculture conversations. Yulu supported Grassroots Carbon with narrative development, national and trade media relations, launch communications and thought leadership.

 

What media results did Yulu deliver for Grassroots Carbon?

Yulu secured 40 earned media placements, including 15 syndications, and generated 309 reported mentions. The campaign achieved approximately 786 million cumulative potential editorial reach and 11 completed media interviews.

 

Does Yulu support climate technology product launches and partnerships?

Yes. For Grassroots Carbon, Yulu supported communications around the GroundOwl soil measurement launch, partnership announcements and reported soil carbon removal milestones. These were client business developments supported through communications, rather than business results caused by PR.

 

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