Everyone's Ready to Buy Regenerative. Can They Find You?

There's a moment near the end of Groundswell — the third and closing film in the Tickells' regenerative agriculture trilogy, after *Kiss the Ground* and *Common Ground* — where Prince William steps forward to introduce Gabe Brown. It's a quiet handoff. Royalty passing the mic to a rancher from Bismarck, North Dakota, who's spent three decades rebuilding soil on his own ground.

If you're a rancher selling protein direct-to-consumer, that scene should get your attention. Not because you need a prince's endorsement. Because it's proof of something you already know in your gut: the story of how food gets made is no longer a footnote. It's the whole pitch.

The Trilogy Ends Where Your Business Begins

Narrated by Demi Moore and Woody Harrelson, and shot across five continents, *Groundswell* closes out a decade-long arc. Kiss the Ground (2020) introduced soil health to a mainstream audience. Common Ground (2023) got into the politics — who's blocking regeneration and why. *Groundswell* is the payoff: farmers and ranchers already doing the work, at scale, with results you can measure. Carbon drawn down. Grasslands recovering. Yields climbing instead of collapsing.

Gabe Brown's segment is the one that'll resonate most with a ranching audience. He's not a celebrity spokesperson. He's someone who had a run of bad years force him into regenerative practices out of necessity, then spent the next thirty years proving they work — and telling people about it, loudly and often.

That's the part I want to sit on for a minute, because it's the part most ranchers skip.

You're Already Doing the Work. Are You Telling Anyone?

Here's the uncomfortable truth I run into constantly with ranch clients: the operations doing the most interesting, defensible, story-worthy work are often the worst at talking about it. You're rotating cattle, building soil, running a tighter operation than the guy shipping commodity beef through three middlemen — and your Instagram has four posts from 2023.

Meanwhile, a documentary with A-list narrators and a Cannes premiere just spent 94 minutes making the case that what you do matters to people who've never set foot on a ranch. That's a warm audience. Groundswell didn't just document the regenerative movement — it built a market for it. Viewers walk out of that film primed to ask "how do I actually buy from someone doing this?"

The honest answer for most of them right now is: they can't find you.

The Gap Between the Movement and the Marketplace

This is the gap Plainspoken exists to close. A film like Groundswell creates demand at the awareness level — it makes people care about regenerative agriculture in the abstract. It does not, and can't, connect that viewer to your specific ranch, your specific herd, your specific story. That's not the filmmakers' job. It's yours.

The ranchers who benefit from this cultural moment won't be the ones who ranch the "right" way in silence. They'll be the ones who can turn Tuesday's chores into a story a stranger on the internet wants to be part of — who post the DM sequence that actually converts a follower into a customer, who have a shot list ready instead of scrambling for a phone photo, who know how to write the caption that makes someone feel like they're buying from a person, not a supply chain.

That's a learnable skill. It's not about becoming a filmmaker or a marketing major. It's about having the right structure so the story you're already living gets told consistently enough that it turns into sales.

Where to Start

If Groundswell has you fired up about the regenerative story — or just made you a little jealous of how good Gabe Brown's operation looks on camera — that energy is worth channeling into something concrete instead of letting it fade by next week.

That's exactly what Plainspoken's coaching is built for: sitting down with your specific operation and building the marketing muscle to tell your story the way it deserves to be told, direct to the people who want to buy from you. If you're ready to stop being the best-kept secret in your county, let's talk.