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Hope takes root in healthy soil

Ads point to environmental solutions under foot

Soil, often treated like dirt, may soon get the respect it deserves – as well as a little air time on a television channel near you.

USDA’s Natural Resources Conservation Service recently distributed a series of 15- and 30-second ads to television stations across the nation to highlight the critical role healthy soil plays in our lives, on our planet and in our future.

Improving soil health can actually provide solutions to some of our planet’s biggest challenges, including climate change and food sustainability.

Because of its potential to take carbon dioxide out of the atmosphere and store it in the ground, healthy soil can help reverse the negative impacts of greenhouse gas emissions. Plus, healthy soil stores more water, which makes cropland more resilient to extreme weather events like droughts and floods.

But, for the most part, healthy soil’s transformative environmental and food production power has remained a secret.

NRCS wants to change that.

The public service ads, which are part of the agency’s on-going” “Unlock the Secrets in the Soil awareness and education campaign, will play a key role in educating farm and non-farm audiences about how healthy soils sequester more carbon, increase water infiltration and improve wildlife and pollinator habitat.

Ultimately, the goal of the agency’s awareness and education campaign is to increase the adoption of soil health-improving systems on as many of the nation’s farm and ranches as possible.

Click here to watch the television spots.