A New USDA Project and What It Means for Growers
The Advancing Markets for Producers (AMP) Project is here. Learn what it is, why it matters, and what’s next for growers.
The USDA Climate-Smart Commodities initiative has returned, now restructured as the Advancing Markets for Producers (AMP) Project.
If you followed or were part of the USDA Climate-Smart Commodities initiative, you’ll notice some changes. The AMP Project focuses more on growers, reduces reporting requirements, and puts a stronger focus on connecting conservation practices to real value in the market.
The project is being implemented in partnership with the International Fresh Produce Association (IFPA). Additional context on the program can be found in their recent press release, which this overview builds upon and is linked here.
Why the AMP Project Matters for Growers
Across the fresh produce industry, there has been a lot of discussion about sustainability, regenerative agriculture, and conservation practices. What has been less clear is how those practices translate into real value. Growers are asked to do more every year, but the connection between what happens in the field and what the market recognizes is not always apparent.
The AMP Project is designed to help close that gap.
The program supports growers who want to implement conservation practices but need financial support, technical guidance, and a practical way to document their efforts. It is not designed as a research effort, and it is not a compliance program. The focus is on real operations, real decisions, and practices that can be implemented today.
Practical Improvements for Growers and Markets
One of the biggest improvements in this version of the program is the shift toward practicality. More funding is directed to growers, a per-acre incentive has been added, and the data collection requirements are more manageable. The intent is to support adoption, not create more unnecessary reporting burdens.
Just as important is the market side of the project. Conservation practices only create value if buyers, retailers, and supply-chain partners understand what they mean, why they matter, and have confidence in them. This project is designed to help build that shared understanding so that the work happening in the field can be recognized across the supply chain.
Vendors, buyers, retailers, processors, universities, and industry organizations all play a role in helping conservation practices translate into real value. Without that alignment, adoption slows down. With it, progress becomes much easier.
Where Measure to Improve Fits
Measure to Improve is leading the grower-facing implementation of the project. Our role is to work directly with growers to navigate USDA requirements, support participation, document practices in a practical way, and help translate field-level work into information the market can use. That includes technical assistance, site visits, soil sampling, and ongoing support throughout the project.
Growers complete eligibility requirements, provide baseline information, implement conservation practices, and participate in project activities. In return, they receive financial incentives, technical support, and a clearer connection between their work and future market opportunities.
Data Confidentiality is a Priority
Data is part of the project, but the intent is not to create more burden. Information is used for project-level reporting and to better understand how practices are being implemented across the industry. It is not used for regulatory enforcement, and it is not shared publicly at the farm level. The goal is to document progress in a way that is useful but not intrusive for individual growers.
What’s Next
Over the past several months, most of the work has been behind the scenes getting the project restarted, working with growers, and aligning with USDA and industry partners. As the project moves forward, there will be more opportunities for growers and supply-chain partners to participate through field days, collaboration, and industry engagement.
There have been a lot of conversations around sustainability and regenerative agriculture. Projects like this matter because they start to connect those conversations to real practices, real incentives, and real market opportunities.
You can find more information about the USDA AMP Grant here.
To learn more about how the team at MTI can help you navigate the new AMP Project contact us today at: