How do you turn conservation into a cash crop? From his experience in the 1980s farm crisis to $55M in outcome-based payments, Adam Kiel explains how creating market signals for conservation underpins the Soil & Water Outcomes Fund (SWOF). Adam, the Managing Director of SWOF, shares how they've built outcome-based contracts that shift risk off farmers while delivering measurable results for corporations at scale. Instead of cost-share programs, SWOF sends clear market signals that conservation has value by paying producers directly for soil, water, and climate outcomes. We talk about: How Adam’s roots in the 1980s farm crisis have shaped his mission How SWOF grew from 10k to 1M+ acres in just four years $55M already paid to farmers through outcome-based contracts The mechanics of capital flows, verification, and upfront payments Why soil sampling costs and closed-source models keep Adam up at night Where corporate demand is strongest Why producers choose to participate