SALT LAKE CITY — Thryv Movement has launched a new regenerative agriculture initiative in Utah aimed at addressing one of the biggest challenges facing small and independent growers: building a farming operation that can support environmental goals while also generating dependable income.
Announced Oct. 1, the initiative positions regenerative agriculture as a business opportunity rather than an approach that requires farmers to accept weak financial returns. The effort will begin with an eight-week online program designed to combine soil health practices with cost management and direct-to-consumer sales strategies.
The program, FARM 100: Starting Your Regenerative Farm: From Soil Health to Farmers’ Market, is scheduled to begin Oct. 26, 2026. It will teach participants how to establish healthy soil, calculate the full costs of operating a farm and sell products directly to customers in their local communities.
Program Puts Farm Profitability at the Center
Thryv Movement said the program will emphasize the financial realities of operating a small farm, including expenses that growers may overlook when determining whether their businesses are profitable.
One of those considerations is the farmer’s own labor. By teaching participants to account for their time alongside other production costs, the organization aims to provide a clearer picture of what farmers need to charge and sell to create financially sustainable operations.
“If farming only works for people willing to go broke doing it, this movement will never grow,” said Aaron Peterson, Director at Thryv Movement. “We are starting in Utah to prove that taking care of the land and making a real living can happen at the same time.”
Food and agriculture represent a major segment of the economy, but small growers can face substantial financial risks while operating with limited margins. Thryv’s initiative is intended to demonstrate how a soil-first business model could help local producers establish more dependable sources of income.
Utah Selected as Proving Ground
Utah will serve as the initial testing ground for the FARM 100 model. Thryv Movement said it plans to expand the program nationwide after establishing the initiative in the state.
The approach combines regenerative agricultural practices with the fundamentals of running a small business. Participants will receive instruction covering soil management as well as the financial calculations involved in determining the true cost of producing and selling agricultural products.
Regenerative farming typically focuses on practices intended to improve soil health and support the long-term productivity of agricultural land. For small growers, however, sustainable farming practices must also be paired with a workable business model if an operation is expected to provide a reliable livelihood.
Thryv is seeking to connect those two priorities by making profitability part of the farming strategy from the beginning.
Direct Sales Form Part of the Business Strategy
The course will also focus on helping growers sell directly to local consumers, including through farmers’ markets. Direct sales can provide independent farmers with an alternative to relying entirely on larger distribution systems while allowing them to develop relationships with customers in their communities.
By combining production planning, soil management, labor calculations and local sales, FARM 100 is designed to take participants through several of the core considerations involved in establishing a regenerative farming business.
Enrollment for the inaugural course is capped at 30 participants. Tuition is $1,497, with scholarships available. The registration deadline is Oct. 19, 2026, and the eight-week course is scheduled to begin Oct. 26.
Thryv Plans Broader Expansion
The Utah launch will provide Thryv Movement with an opportunity to test whether its combination of regenerative agriculture education and business training can be developed into a model suitable for growers in other markets.
The initiative reflects the organization’s view that environmental stewardship and financial sustainability need to work together if regenerative agriculture is to attract and retain a new generation of independent farmers.
With the first FARM 100 class beginning later this month, Thryv will use Utah as the starting point for its effort to demonstrate that improving soil health and building a financially viable farming business do not have to be competing objectives.
