Land Core USA is an independent organization, led by co-founders Aria McLauchlan and Harley Cross, that advocates for policies that create value for farmers, businesses and communities.
The organization was formed in response to the clear and urgent need to increase the adoption of conservation practices on working lands in a way that improves not only the soil and reverses catastrophic erosion, but the livelihoods of those farmers doing the work.
Land Core launched the “American Soil Security and Marketing Initiative” (legislation for the 2018 Farm Bill) in early 2017.
The initiative aims to establish a new USDA-NRCS "Outcomes-Verified Regenerative Soil Health Program" to serve as a national benchmark for soil health on working lands and provide the infrastructure for market-based incentives for farmers and businesses.
The organization has met with hundreds of stakeholders representing agriculture, business, conservation and policy. They have traveled to over 30 states engaging directly with farmers and farming organizations, to put the interests of farmers at the heart of Land Core.
Land Core is primarily funded by its two co-founders and by the generous donations of a few individuals.
Stay tuned: Land Core is expanding its work and incorporating as 501(c)3 non-profit organization, to be launched in 2019.
Co-founder - Aria McLauchlan is a marketing communications and policy professional.
Aria is a 2018 Exchange Fellow at the Stone Barns Center for Food and Agriculture. She is one of nine women selected as leaders equipped to tackle vexing challenges and identify emerging opportunities for systemic change across geographies and disciplines.
Previously, Aria served as the communications director of a California-based non-profit organization promoting healthy soil.
She has a 10-year background in business, branding and marketing, working in Los Angeles, New York and Brisbane, AU. She's led client relationships and business development for clients like Target, The Coca Cola Company's Ekocycle, Rainforest Alliance, Aveda, Lindblad Expeditions-National Geographic and Wildlife Conservation Society.
Aria has a Bachelor of Business with a double major in Marketing and Advertising from the Queensland University of Technology and is a proud dual citizen of both Australia, where she grew up, and the United States.
Co-founder - Harley Cross is an entrepreneur, business/creative strategist, producer, and former film / television actor.
Harley was CEO and artistic director of Hint Mint Inc., a designer candy company he co-founded with partner, Cooper Bates, from 1999 until the successful sale of the company in 2016. He also co-founded a quality control company in China during that time.
Harley also launched Interconnected, a Los Angeles-based creative agency, started in 2011 with his friend and business partner, Nirvan Mullick. Through Interconnected, Harley and Nirvan produced the viral video, "Caine's Arcade" and the followup, Caine's Arcade 2.
After the viral success of Caine's Arcade, Harley and Nirvan co-founded the Imagination Foundation, a non-profit organization whose mission is to "find, foster and fund creativity and entrepreneurship" in kids.
In 2014 with his partner, Lauren Turk, he started the non-profit organization, Play with Music, an after-school program designed to re-imagine music education for the 21st century.
As an actor, Harley appeared in over a dozen films as well as many TV shows from the 1980s into the 2000s.
Board of Advisors
Francisco "Quico" Canseco, Attorney and former Republican Congressman, TX
Molly O. Ross, President, Deltex Royalty Company, LMA Royalties; President's Council, American Farmland Trust
Sandra Nichols, Senior Governance Expert/Senior Attorney; Natural Resource Governance Institute
Jeffrey Mitchell, Plant Sciences, UC Davis; UC Cooperative Extension; Workgroup Chair, California Farming Demonstration Evaluation Network (CDFN) and Conservation Agriculture Systems Innovation (CASI) Center
Jessica Chiartas, PhD Candidate, Soil Sciences, UC Davis
Tim Crews, Research Director and Lead Scientist, The Land Institute
Andre Leu, former President, International Federation of Organic Agriculture Movements (IFOAM)