By: The Nature Conservancy
March 2026

The Nature Conservancy is accepting applications for a cost-share program in the Upper Mississippi River Foodscape region to help retailers expand regenerative agriculture services.

Agricultural retailers, custom applicators and service providers operating within the UMR Foodscape region may apply for awards of up to 50% of the total cost (maximum $20,000).

The goal: Accelerate the adoption of practices that improve soil health, protect water quality and strengthen climate resilience.

Enrollment ends March 20, 2026, at 5 p.m. CST.

A strategy aimed at driving regenerative ag adoption at scale

“Ag retailers are one of the most trusted advisors producers work with,” says Karyl Fritsche, agribusiness partnership specialist with The Nature Conservancy.

“If we can help them offset some of the cost of the tools they need, they can expand parts of their business that support regenerative ag practices farmers want — whether that’s cover crops, reduced tillage or low-disturbance manure injection. That could help us reach far more people than we could if the program supported farmers directly.”

Modeled after a popular Minnesota equipment cost-share program for farmers, this retailer-geared pilot brings similar support to agriculture retailers across the four-state Upper Mississippi River Foodscape region that includes northeast Iowa.

This area of the country features high biodiversity, solid momentum with regenerative agriculture adoption, strong partnerships, and a topography that favors new and beginning farmers. In other words, it’s a logical region to pilot the program.

What qualifies?

Eligible practices include:

  • Cover crops
  • No- or strip-till
  • Diversified crop rotation
  • Precision nutrient management

Eligible equipment includes:

  • Drills, seeders and planters
  • Precision applicators
  • GPS systems
  • Modifications that directly support these practices

“Anyone who participates in the program is required to show additionality to what their current services are,” Fritsche explains. “That’s how we’ll be able to measure change.”

While retailers are accustomed to helping farmers take advantage of cost-share resources, funding for retailers themselves is new territory. Interest runs the gamut, encompassing feed nutritionists, equipment dealers, large co-ops and agronomy managers.

Reporting helps spread the word

Award recipients will be required to:

  • Document and report acres serviced and farmer adoption
  • Promote practices through at least one field day or outreach event
  • Participate in TNC-led outreach (e.g., case studies, media spokesperson, etc.)
  • Provide post-season feedback on challenges and successes

These terms are in many ways a natural fit, according to Fritsche. “If retailers make this investment, they want to see it grow in a year or two. This outreach helps them expand their reach.”

Feedback critical to effective support

Applications will be ranked based on the potential to meaningfully increase the scale, efficiency or quality of regenerative practice implementation.

“I don’t have to sell retailers on the principles. The interest is there,” Fritsche says. “It’s figuring out staff efficiency while adding regenerative ag acres that’s the challenge for this audience.”

This marks year-one of a three-year program. Beyond robust enrollment, Fritsche hopes the program will spur honest, transparent and consistent communication with this ag retailer audience.

That feedback is critical when it comes to equipping groups like The Nature Conservancy as well as others like Practical Farmers of Iowa and the Iowa Soybean Association (through their Cover Crop Business Accelerator) to deliver support in ways that make regenerative ag not only viable but desirable.

Interested in learning more? Reach out to Karyl Fritsche at Karyl.fritsche@tnc.org or 608-412-2276.