We see near-term exponential growth of consumer demand for food that is clean, nutrient-dense, gut microbiome beneficial, and grown in a way that builds soil health and farmer dignity. More and more consumers are waking up to the fact that food can be either medicine or poison, and the way in which that food is grown is paramount to soil and planetary health. Investable areas include: beyond organic CPG (ROC, Land to Market, Biodynamic), quality monitoring tech, digital procurement, direct-to-consumer, localization, and transparency/traceability.