Mitchell Hora is a 7th generation Iowa farmer and the Founder/CEO of Continuum Ag. His farm has stressed the importance of no-till since 1978 and has become a hub for innovation in the adoption of diverse cover crops, interseeded covers, relaycropping, small griains, and other soil health practices. Mitchell started Continuum Ag while attending Iowa State and has built it's footprint to 40 states and 11 countries. The company launched the first soil health data tool, TopSoil, in 2020 and has amassed the largest, private soil health dataset. Today, Mitchell and his team are working with farmers, consultants, and sustainability focused organizations to improve the on-farm monetization of soil health.