In this episode of Dirt and Bull, John Lanahan, Director of Demand at AgriCapture, breaks down how his team is helping farmers turn sustainable practices into revenue—starting with something unexpected: rice. John shares how AgriCapture is tapping into carbon markets by working directly with growers to reduce methane emissions through smarter irrigation methods. It’s not just good for the planet—it’s good for the bottom line.

John’s journey to AgriCapture came through venture capital and a growing interest in solving climate challenges through innovation. That path led him to meet the team behind AgriCapture, a Nashville-based startup using verified data and precision ag tools to reward farmers who reduce emissions. Unlike other sustainability models, AgriCapture focuses on methane avoidance in rice fields, where emissions can be tracked, verified, and monetized without the long-term permanence risks of soil carbon programs.

The company began with a single Arkansas farm and a simple question: can we prove this works? The answer was yes—and that farmer not only renewed for another year, but also became a vocal advocate after seeing real financial returns. By starting small and building trust with producers, AgriCapture’s approach has grown organically, powered by word-of-mouth and measurable results.

At its core, AgriCapture is creating a market-driven solution to sustainability. Rather than relying on short-term grants or shifting regulations, they’re building a long-term ecosystem where better data, better practices, and better incentives create lasting change. As carbon markets mature and interest in food traceability grows, AgriCapture is positioning farmers—and agriculture as a whole—as powerful players in the climate conversation.

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