By Isiah Cruz, RAA Cohort 2024
These days things are heavy and it seems we’re all in search of purpose. And these days, it’s hard to find it. And while it may feel like there are scarcely any avenues to explore and pursue these passions, let alone in ways that pay the bills, I’ve learned to look more closely. Soil Centric’s Regenerative Action Ambassador (RAA) program gave me a roadmap that helped me familiarize myself with a growing community of regenerators who are reimagining the way we work and live by creating opportunities rooted in justice, creativity, and regeneration. These trailblazers are building alternative, purpose-driven career pathways, offering dignified and fundamentally impactful ways for people to sustain themselves.
Before joining RAA, I was an aspiring impact entrepreneur. I knew that I wanted to start a company in the ecosystem restoration space, but I wasn’t sure about how to build a sustainable business model for it. The problem felt urgent—there is so much work to be done to restore balance to our planet—but I wasn’t sure how to move from vision to execution.
Over the course of the RAA experience, our cohort heard from a variety of world-class regenerative leaders: We learned from Neal Spackman about the transformation of Al Bayda, a donor-funded ecosystem restoration project in the Saudi Arabian desert. We heard from Cole Bush about the set of skills she needed to launch her prescribed grazing business Shepherdess Land & Livestock. We listened with rapt attention to Reginaldo Haslett-Marroquin about his belief that we all need to ignite our Indigenous wisdom as he shared the journey that led him to the regenerative poultry business. Each speaker created a unique path to non-extractive, fundamentally regenerative means of earning income and starting businesses. During our two monthly meetings, I also had the opportunity to meet incredible people in my cohort who were pursuing their own exciting regenerative visions: from training farmers to be entrepreneurs to creating regenerative art installations. Each conversation with my peers expanded my perspective, reminding me that there are countless ways to align purpose with practicality and that innovation in the climate space thrives on diversity of thought and action. It was a powerful reminder that purpose doesn’t have to come at the cost of practicality; the two can coexist.
As the program went on, I realized my own leadership skills were developing, and started to think deeply about ways to turn my own dreams into a viable business. I started with the idea of launching a regenerative nursery, envisioning a space where indigenous plants could support local ecosystems. Then, I considered starting a sustainable lodging company, imagining eco-friendly accommodations that harmonize with nature. Later, I developed and validated a direct-to-consumer subscription service for ecosystem restoration. Each idea was shaped by what I learned along the way. By the time the program ended, I had landed on what felt like the most scalable and impactful path forward: developing climate technology through a business-to-business software as a service model for environmental professionals. Each iteration of my idea brought me closer to clarity, showing me how passion, purpose, and practicality can intersect to create something impactful. Today, I see a clear path forward for my company Ama Earth Group and I am thankful to Soil Centric for helping me develop my skills to get here!
Looking ahead, I believe purpose-driven industries will grow. As societal and environmental challenges intensify, more individuals will seek careers that align with their values and allow them to make a meaningful impact. Programs like Soil Centric are like lighthouses providing not only the tools and resources to succeed but also the inspiration and community needed to navigate the complexities of building impactful, regenerative businesses.
Reflecting on my journey, I am struck by the power of community and mentorship in shaping a vision. While the work itself is deeply personal, it is also collaborative and built on the shared knowledge, experiences, and support of others. Soil Centric fostered that sense of belonging and purpose, reminding me that none of us are alone in this work. I highly recommend the RAA experience to anyone looking to develop their leadership skills to chart a path to a brighter future!