Growing systems change: 2024 Highlights from the Midwest Row Crop Collaborative

In a year defined by transformation and growing uncertainty across the agricultural sector, the Midwest Row Crop Collaborative (MRCC) remained a steadfast hub of innovation, trust, and action for members committed to building a resilient and regenerative future in the United States.

As a coalition of leading companies and nonprofits, MRCC exists to transform row crop agriculture through shared learning, on-the-ground experimentation, and systems-scale thinking. In times like these—when political uncertainty, economic pressures, and environmental risks converge—the value of pre-competitive spaces like MRCC is clearer than ever. It is here that bold ideas are tested, lasting relationships are built, and scalable solutions are grown. Read on for a peek into our past year of work and read the full 2024 Impact Report.

Five years of impact and a launchpad for the future

A catalytic five-year investment from HSBC Bank USA concluded in 2024. The grant supported MRCC’s efforts to apply the MRCC theory of change in on-the-ground projects. Working across Nebraska, Iowa, Illinois, and Michigan, MRCC members partnered with trusted organizations—Practical Farmers of Iowa, Precision Conservation Management, and The Nature Conservancy—to pilot regenerative agriculture strategies that tackled three critical barriers: financial risk, adoption uncertainty, and farmer engagement.

Each effort served as a case study in what works:

• In Iowa and Nebraska, Practical Farmers of Iowa revived diverse rotations and farmer-to-farmer mentorship to reintroduce small grains, reduce nutrient loss, and spread labor across seasons.
• In Illinois, Precision Conservation Management empowered producers with clear economic and environmental data to make informed conservation decisions and improve farm profitability.
• In Michigan and Illinois, The Nature Conservancy tested performance-based incentives in the wheat supply chain, proving that market-aligned bonuses and flexible programs can boost sustainability adoption.

While each project was locally rooted, the insights gained speak to challenges and opportunities faced across sectors—insights MRCC is using to shape the future of our collaborative work.

What we learned: Turning theory into action

Across our pilots, a few key lessons emerged:

• Financial incentives must reflect the real risks farmers face. Per acre, flexible, and blended incentive models proved most effective.
• Practice adoption requires more than dollars. Tailored technical support, easy-to-navigate programs, and relationship-based delivery models are essential.
• Networks matter. Farmers trust those they know—fellow producers, agronomists, local grain merchandisers. Leveraging those networks increases uptake and longevity.

Yet even the most successful programs struggled to reach the elusive “moveable middle” of producers—those not yet convinced but not opposed. To address this, MRCC, Environmental Initiative, and Trust in Food™ launched Reach Farmers Faster, a project backed by the Walmart Foundation, to better understand farmer values and motivations. With positive sentiment shifts and above-average engagement rates, this work is reshaping how regenerative agriculture is communicated—and adopted—across the landscape.

Systems change in motion: Biofuels and crop diversification

With the HSBC chapter concluding, MRCC shifted focus to two new systems change initiatives: biofuels and crop diversification.

Biofuels – We know that vehicle electrification is advancing, and long-haul trucking, jet, and marine transportation will continue to be powered by liquid fuels for the foreseeable future. With that reality in mind and understanding that 40% of U.S. corn and 42% of soybeans go to fuel markets, MRCC recognized a clear opportunity. In 2024, members convened a four-part learning series with experts across the biofuels supply chain to define what “good” looks like in low-carbon, regenerative feedstock production. What we learned will shape the development of voluntary procurement guidelines designed to send consistent market signals upstream—connecting sustainability goals with real farm-level impact.

Crop Diversification – From oats and hybrid rye to camelina, diversified cropping systems offer climate, soil, and market resilience—but systemic barriers remain. MRCC partnered with national thought leaders to understand the landscape and identify regions primed for growth. Together our members are moving to align R&D, procurement, and sustainability strategies to make diversification viable—not just aspirational.

Cultivating the next generation of leaders

The MRCC Regenerative Agriculture Leadership Cohort was incubated in 2024 with the recognition that equipping emerging industry leaders with the skills, network, and strategic insights needed to scale regenerative agriculture is an essential step in systems change. Participants will collaborate with peers across the food, feed, fuel, and fiber industries, learning from real-world case studies, industry mentors, and hands-on project development. This new initiative will bring together cross-sector professionals to deepen knowledge, align strategies, and accelerate systems change. With support from founding partners including Unilever and PepsiCo, the program kicks off in 2025—equipping the next wave of leaders to take regenerative agriculture to scale.

Why now?

The Mississippi River Basin is home to some of the world’s most productive farmland—and some of its most complex environmental challenges. If we are to build a future that is economically viable, environmentally sound, and socially inclusive, we must act together and act now.

MRCC’s strength lies in its structure: small enough to be nimble, strong enough to drive change. In 2024, we welcomed new members American Farmland Trust and Gevo, expanding our capacity to tackle shared challenges in land protection, regenerative commodities, and renewable energy systems.

We know that no single company, farmer, or nonprofit can solve these problems alone. But together, we are growing a movement grounded in science, shared learning, and strategic action.

Let’s grow the future together

In 2025, we see possibility—not inevitability. With new programming, bold initiatives, and deeper collaboration on the horizon, MRCC is inviting partners who are ready to lead.

If your organization is working across the food, fiber, or fuel sectors—and is ready to shape the future of regenerative agriculture—we want to hear from you. Whether through full membership, participation in the Leadership Cohort, or becoming a project partner, MRCC offers a unique platform to learn, lead, and co-create the future.

In uncertain times, collaboration is our greatest asset. Join us as we turn shared vision into real impact—one partnership, one acre, and one system change at a time.

Contact Jenny Kramm to begin a conversation on how we can work together.