Samantha Jewel, CEO of Urth, joined The Global Discussion to share her journey and solutions for addressing climate challenges. Her passion for soil health and her focus on action stand out as practical and impactful. From Restaurants to Regenerative Farming Samantha’s family founded Australia’s first restaurant chain in 1965. By the late 1990s, they served over 50,000 meals a week. While running the business, Samantha began to question farming practices. She was shocked by what she discovered—chemicals, GMOs, and practices harming food and health. This questioning led her to explore organics and regenerative farming. In 2006, she purchased Australia’s first soil carbon credit, setting the stage for her work in carbon markets. The Power of Soil Soil is at the center of Samantha’s work. She sees it as the key to solving issues like food security, climate change, and water management. Healthy soil absorbs carbon, improves biodiversity, and helps plants thrive. Samantha’s message is simple: carbon is not a problem—it’s a solution. By focusing on soil health, we can draw carbon from the atmosphere and store it in the ground. This benefits both the planet and the farmers working the land. Urth: Bridging the Gap Through her company, Urth, Samantha helps farmers and businesses work together. Farmers improve their soil and earn money by selling carbon credits. Businesses offset their emissions and support regenerative practices. Urth’s “Putting nature on the balance sheet” tagline reflects Samantha’s mission. Urth creates financial incentives for sustainable farming by making carbon measurable and tradable. Changing Mindsets Samantha knows farmers face challenges. Changing practices can feel risky, especially with unpredictable weather and financial pressures. But she emphasizes the rewards—better yields, healthier soil, and long-term stability. She also helps businesses understand the value of carbon credits. Her work connects these two worlds, driving change and creating opportunities for both sides. A Vision for Action Samantha’s book, Carbon is Not a Dirty Word, is designed to be an easy read. It breaks down the complex world of carbon markets into straightforward steps. Whether you’re a farmer, business leader, or policymaker, the book offers practical guidance. In the months and years ahead, Samantha plans to: - Expand regenerative farming projects worldwide. - Partner with governments and organizations to scale solutions. - Educate more people about the power of soil and carbon. What Can You Do? Samantha believes everyone can contribute. You can make informed choices about the food you buy. Businesses can measure their carbon footprint and explore offsets. Farmers can explore new practices to improve soil health. Where to Learn More You can find Samantha’s book and learn about Urth at: - Urth.io - SamJewel.com Samantha is also active on LinkedIn and Instagram, sharing insights and updates. Her message is clear: the tools to heal the planet exist. The next step is action. How will you contribute? Follow The Global Discussion on LinkedIn, YouTube, Spotify, and more! Stay tuned for more inspiring stories from Creatives, Leaders, and Thinkers on The Global Discussion. Join the newsletter for updates on new episodes. Watch or listen to The Global Discussion Web: https://www.theglobaldiscussion.com⁠ Audio Podcast: ⁠Spotify⁠ | ⁠Google⁠ | ⁠Apple⁠ Video Podcast: ⁠https://www.theglobaldiscussion.com⁠ YouTube: ⁠https://bit.ly/TGD-YouTube⁠ Follow us on LinkedIn/Social Media https://www.linkedin.com/company/theglobaldiscussion Others: X, Instagram, and Facebook