In this episode of Dirt & Bull, we sit down with Pierre van Aswegen of RAVAH|TECH to explore how executives and innovators are shaping the future of carbon markets in agriculture. With global experience and a deep understanding of farm-level economics, Pierre offers a grounded look at how carbon intensity data is transforming from a buzzword into a tangible revenue opportunity for producers. His mission is clear: empower farmers by making data work for them.

Pierre breaks down the evolution of carbon programs, explaining how traditional carbon credit models often left row-crop producers on the sidelines while favoring forestry and long-term sequestration projects. RAVAH takes a different path, building a system focused on carbon intensity scoring, third-party verification, and real farm reporting — helping producers access emerging carbon-related income opportunities tied to measurable performance, not guesswork or hype.

The conversation digs into how infrastructure, validation, and insurance layers are being built to bring trust and transparency to agricultural carbon markets. Pierre explains how RAVAH works to ensure data integrity, prevent double-counting, and create tradable environmental assets with real financial value. The vision isn’t about squeezing dollars out of agriculture — it’s about building scalable systems where producers are properly compensated for stewardship and efficiency.

As incentives like 45Z accelerate and food, fuel, and investment markets demand validated sustainability data, the role of the farmer becomes even more central. Pierre’s message is clear: producers deserve a seat at the table. With the right tools, trust, and marketplace infrastructure, agriculture can lead — not follow — in the carbon economy. This episode offers a clear-eyed look at how executives and innovators are moving beyond theory to build systems where carbon markets and producers can truly align.