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We used to call it dirt. Worse, we used to treat it like dirt. We once took this living, life-giving miracle for granted. 

But, thankfully, not anymore.

South Dakota is home to an increasing number of soil health heroes who work WITH nature to grow good things. By using no-till, cover crops, diverse cropping rotations and managed grazing, these farmer and rancher heroes protect the soil and farm in ways that feed soil microbes, which feed the plants that produce nutrient-dense food—AND—clean water, clean air, more profitable family farms and vibrant rural communities.

We’ve learned from recent polling that South Dakota residents highly value our state’s healthy soil and clean water. These television spots “dig a little deeper” to further explain the important connection between healthy soil and clean water, as well as all of the other things healthy soil grows. The messaging also provides more information on some of the agricultural practices that regenerate the health and function of our soil.

But most of all, this campaign is dedicated to the men and women who are dedicated to ensuring the health of our living and life-giving soil—and all of the good things it will grow—for generations to come. 

All of the beautiful footage from the “Where Good Things Grow” public service campaign was shot right here in South Dakota—featuring both urban residents and several of farm and ranch families who are producing food and fiber in ways that improve the health and function of our living soil. 

Generation Photography cinematographer Joe Dickie is the creative eye behind the breathtaking footage and Forrest Fox of Forrest Fox Productions is the talent behind the film and soundtrack editing in these television spots, which were written by Lynn Betts and Ron Nichols.