Much has been written about the challenges facing farmers in North America; less has been done to solve them. Now a new initiative in the United States, with big names and big money behind it, aims to change that. And who knows? It might inspire action on this side of the 49th parallel, too.

The 100 Million Acres initiative is a US$10 million commitment to move 100 million acres of U.S. farmland to regenerative farming by 2025. To do so, it is building a coalition of farmers, ranchers, non-governmental organizations and for-profit companies, including the bourbon distillery Maker’s Mark, which has pledged to transform 100 per cent of its agricultural supply chain to regenerative practices.

Rob Samuels, eighth generation whisky maker and grandson of the founders at Maker’s Mark, has said: “Protecting, preserving and realizing the potential of our land has been a cornerstone of our vision for the past 70 years. I am proud that we can lead by example and contribute to a greater understanding of regenerative agriculture, as well as use these practices ourselves to create a more sustainable and flavourful whisky.”

The initiative comes from Josh and Rebecca Tickell of Picture Ranch, the film company behind the recently released documentary Common Ground. They announced it at the Clinton Global Initiative in September; it already has the support of everyone from US Senator Cory Booker to the actor Jason Momoa.