The goal is to create a branded check mark designed to signify "healthy soil". Similar to the beef check mark, pork checkoff, etc.
The audience would be farmers and members of the Agriculture community. It would create a new standard in the industry for what healthy soil would be: environmentally friendly, less compaction, nitrogen content, etc. Farmers would have signs in their field signifying that their fields meet the "Healthy Soil" criteria. It would be on collateral material, website, etc.