Land Core is a 501(c)3* non-profit organization advancing soil health programs and policies that create value for farmers, businesses, and communities. The organization was formed in response to the clear and urgent need to address the lack of infrastructure and direct economic incentives that would make the rapid adoption and scalability of regenerative soil health possible.

Over the last two years, Land Core has worked with the USDA, legislators, soil scientists, NGOs and farmers across the country to develop federal legislation to address these issues. They’re identifying market-based strategies to monetize a producer’s investment in soil health, as well as focusing the national conversation around the necessity of soil health outcomes.


Our Approach

• Build broad coalitions

• Use existing infrastructure

• No mandatory standards, no new regulations, no big government expansion

• Create market demand, not government subsidies

• Focus on outcomes data and risk mitigation


Overview Presentation


Share a summary of Land Core’s work with a friend or colleague.


Executive Team

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Aria McLauchlan

Co-founder & Executive Director

Aria McLauchlan is the co-founder of Land Core and a marketing communications and policy professional.

Aria is a 2018 Exchange Fellow at the Stone Barns Center for Food and Agriculture. She is one of nine women selected as leaders equipped to tackle vexing challenges and identify emerging opportunities for systemic change across geographies and disciplines.

Previously, Aria served as the communications director of a California-based non-profit organization promoting healthy soil.

She has a 10-year background in business, branding and marketing, working in Los Angeles, New York and Brisbane, AU. She's led client relationships and business development for clients like Target, The Coca Cola Company's Ekocycle, Rainforest Alliance, Aveda, Lindblad Expeditions-National Geographic and Wildlife Conservation Society.

Aria has a Bachelor of Business with a double major in Marketing and Advertising from the Queensland University of Technology and is a proud dual citizen of both Australia, where she grew up, and the United States.


Harley Cross

Co-founder & Director of Strategy

Harley Cross is an entrepreneur, business/creative strategist, producer, a former film/television actor, and the co-founder of Land Core.

Harley was CEO and artistic director of Hint Mint Inc., a designer candy company he co-founded with partner, Cooper Bates, from 1999 until the successful sale of the company in 2016. He also co-founded a quality control company in China during that time.

Harley also co-launched Interconnected, a Los Angeles-based creative agency in 2011. Through Interconnected, Harley co-produced the viral video, "Caine's Arcade" and the followup, Caine's Arcade 2.

After the viral success of Caine's Arcade, he co-founded the Imagination Foundation, a non-profit organization whose mission is to "find, foster and fund creativity and entrepreneurship" in kids.

In 2014, he co-founded the non-profit organization, Play with Music, an after-school program designed to re-imagine music education for the 21st century.

As an actor, Harley appeared in over a dozen films as well as many TV shows from the 1980s into the 2000s.


Board of Directors

Aria McLauchlan, President of the Board

Harley Cross, Secretary & Treasurer

Matt Rales, Rancher & Owner
APD Farm

Ron Johnson, Owner & Founder
Boulder Mountain Guest Ranch, Headwaters Cattle & Guest Ranch

Yuval Bar-Zemer, Co-founder & Managing Partner
Linear City Development

Matt Nicoletti, Business Development Lead, Penny Newman Grain Company


Advisory Board

Francisco "Quico" Canseco, Attorney and former Republican Congressman, TX

Molly O. Ross, President, Deltex Royalty Company, LMA Royalties; President's Council, American Farmland Trust

Sandra Nichols, Senior Governance Expert/Senior Attorney; Natural Resource Governance Institute

Tim Crews, Research Director and Lead Scientist, The Land Institute

Jessica Chiartas, PhD Candidate, Soil Sciences, UC Davis

Jeffrey Mitchell, Plant Sciences, UC Davis; UC Cooperative Extension; Workgroup Chair, California Farming Demonstration Evaluation Network (CDFN) and Conservation Agriculture Systems Innovation (CASI) Center

Mitch Baranowski, Creative Strategist & Brand Marketer (formerly BBMG; Burson Marsteller; Edelman)

Natalie Byrne, Director of Brand Purpose, Unilever Prestige; Founder, Blank Space

Sara Andrews, Founder & CEO, Bumbleroot Foods