Rooted in the Land: Why I Champion Agriculture, Farmers and Farm Brands
By Lisa Mabe, Founder of Green Purse
Supporting agriculture and farmers isn’t just part of my professional mission — it’s personal. I come from a long line of farmers, originally from North Carolina. My family raised cattle and grew tobacco in the foothills of the Blue Ridge Mountains. My background instilled in me a deep respect for the land — and I’ve seen firsthand that no one cares more about caring for land than farmers do. Today, through my consultancy, Green Purse in Washington, DC, I help tell the stories of farmers, ranchers, and producers around the world who are not only feeding us, but also helping to heal the planet.
It’s an honor to work with leading clients in regenerative agriculture, farm animal welfare, and values-based agri-food production. That includes organizations like the Savory Institute and Land to Market, where efforts focused on improving land health through regenerative grazing. A standout project was helping launch Covering Ground, a global storytelling ecosystem (magazine, annual farm conference) sharing powerful, place-based narratives from farmers and ranchers regenerating and improving the health of land. Additional client work has supported agri-food and farmer-owned brands from the USA, Australia, Canada, France, Greece, Iceland, Italy, Malaysia, New Zealand, Portugal, Scotland, Spain, and the United Kingdom in marketing their products sold at grocery stores here in the USA.
I’ve also supported Global Animal Partnership, a leading farm animal welfare standards organization, with strategic communications. Right now, I’m working on a new project to help American farmers secure funding to transition their livestock operations into higher-welfare systems — a step that’s good for animals, people, and the future of farming.
In addition to working directly with farm-based brands, I partner with commodity and promotion boards to elevate country-of-origin, state-of-origin, and regional branding that celebrates the distinct identity of place. Origin isn’t just about traceability or taste — it’s about honoring the land, its people, and the stories rooted in it. I believe the uniqueness of place — its provenance and terroir — is something to be savored, protected, and shared, through food, travel, and environmental stewardship.
At Green Purse, we’ve also hosted on-farm showcase events around the world, giving stakeholders — like retailers, investors, consumers, media — an up-close look at the innovation and care farmers bring to their work. These events spark important conversations and lasting connections that drive real impact. We don’t stop at storytelling either — we’ve helped our clients gain major market visibility, including getting experts secured at influential conferences like Natural Products Expo West, national media coverage like NBC’s Today Show, putting farmer products like meat, honey, olive oil and wine on the national or world stage (and into more shopping carts.)
Much of our recent work has focused on shopper marketing, partnering with leading grocery retailers to increase awareness and sales for our clients’ products at the store level. I love seeing the direct impact of that work — helping farm brands grow and thrive in today’s competitive retail environment.
And here’s something I say often, because it’s true: I know way more farmers’ names than I do celebrities. And frankly, I think it should be that way. Farmers are the ones we should know, admire, and learn from. They inspire me, and I believe they can inspire all of us to reconnect with the land and grow more of our own food again. After all, growing food is in our DNA. For generations, we’ve relied on the land — and each other — to survive. It’s time we remember that. Let’s grow more of our own food where we can, and support the farmers here at home and around the world who work every day to nourish us and steward the Earth.
From strategy to storytelling to sales, it’s all rooted in a deep respect for the the land. For me, this isn’t just a career — it’s a calling. Farmers are heroes, food providers, and culture keepers, and land is sacred. It’s an honor to help shine a light on those in agriculture doing outstanding work and ensure their contributions don’t go unnoticed.
If you’re a farmer, a farmer brand sold at retail, or a commodity or promotion board looking to emphasize where food comes from — we’d love to work with you. Contact us to learn how Green Purse can help you tell your story and gain the market visibility your work and products deserve.
Photos: Most are taken by Green Purse and include shots that are from 2020 - 2025. Other sources include: Global Animal Partnership, Land to Market, Savory Institute and Atkins Ranch.
