Transition's virtuous circle
Building proven knowledge to change practices, generate an environmental impact and enhance it. This is the virtuous circle that Genesis sets in motion. By cross-referencing ratings with agricultural practices, Genesis makes it possible to identify good and bad practices according to their impact on soil health. Genesis generates new knowledge which, when cross-referenced with agricultural yields, farm profitability or the nutritional and organoleptic value of crops, will feed the decisions of players throughout the value chain.
Thanks to the rating, the actors in the field (farmers, advisors, cooperatives) can finally identify factually and deploy with confidence the best practices according to each local context. Agricultural advice is better factualised and valued.
Manufacturers and cooperatives combine this with economic incentives, for example, in value chains for foodstuffs from healthy soils.
Insurance companies and banks can enrich their products and scoring with an index of the resilience or sustainability of their customers' activities and help foster transition.
Genesis will also become a new benchmark for the measurement and certification of carbon and environmental credits. Genesis is the only company to offer biodiversity and pollution ratings, which will quickly prove to be indispensable for the development of a comprehensive, valued and attractive carbon credit market.
The aim of Genesis is to stop the destruction of the planet's resources by the dominant agricultural model by providing value chain actors with a technical, economic and marketing tool for this transition. Soil rating is both a solution, because it informs the decision and gives it value; and a threat, particularly in the face of widespread green-washing practices, because when it is finally possible to measure the impact of practices, why not use it? Why not change when we now know or can know?
The farmer is the indispensable link in the agricultural production model, and the most important one for our model, since he exploits the soils that we rate. However, the burden of rating can hardly fall on them. It is therefore essential to find creative ways of bringing them together and helping them to enter this system. This is why we have chosen not to approach farmers directly, but to systematically go through industrialists (or other types of actors) who are able to give us direct access to many farmers who are suppliers, customers or partners.
Similarly, we favour a value creation approach for farmers:
- It's a give-and-take, providing a free service in exchange for a commitment to transparency in their ratings with their clients or partners.
- Value added, by offering access to many economic levers (channels, credits, technical and financial services) with the least possible work.
- Independence, by disconnecting the financing of the rating (provided by Genesis) from the licence to access the information (subscribed by the industry).
Already, in the first contracts signed, farmers are recruited through the intermediary of clients, who are now cooperatives, banks or industrialists. The service is delivered free of charge to farmers. The information is delivered to the clients through a SAAS platform which offers several products oriented towards the different uses of the rating.