A conversation with Chris Tolles, founder of Yard Stick, about soil carbon and the connection to changing agriculture practises, insetting vs offsetting, where in the hype cycle the soil carbon market is and why more companies should get really good at doing one thing instead of saying yes to every opportunity.

How difficult is it really to measure in field, instant, accurate and cheaply? Yardstick just raised $12 million, mostly VC climate money, to commercialise their technology. Warning! This is super difficult and won’t go as fast as many of us wish or want it to go.

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