Million Acre Challenge

Healthy Soil for a Healthy Planet

Award Winner


The Million Acre Challenge is a farmer-driven collaborative that connects local farmers of all backgrounds across Maryland with scientific information and research on healthy soils, regenerative farming best practices and solutions to farm impacts from climate change. The coalition’s goal is to enhance soil and ecosystem health and increase farm profitability on at least one million agricultural acres in Maryland by 2030. The Hatcher Group joined the Chesapeake Bay Foundation, Fair Farms, Maryland (a project of Waterkeepers Chesapeake), Future Harvest, the Institute for Energy and Environmental Research, and the Institute for Local Self-Reliance as founding partners of the Million Acre Challenge. Hatcher works with the Million Acre Challenge to provide strategy, messaging, design, media relations, website, and strategic communications support to educate farmers and consumers on the value of soil health best practices.


Earned Media

Strategic Communications


Digital Engagement


Website UI/UX


After leading a branding session, Hatcher developed an award-winning logo and branding style guide. Hatcher’s design team provides ongoing support to align all Million Acre Challenge assets with the established branding. 


Hatcher leads all public outreach for the project, educating audiences and promoting the adoption of soil health best practices. To date, we’ve collaborated with our partners to establish the Million Acre Challenge’s mission, vision, and values; create new branding and logo design (Graphic Design USA award winner)connect with farmers across the state to educate and encourage them to join the challenge; and launch new social media platforms and a website and enewsletters to better share information. 

We tell the stories of farmers who are exploring new (and old) ways to enhance soil health — and improve their bottom line. We’re also educating consumers about why they should consider supporting these farmers. 


Hatcher designed, created, and maintains the Million Acre Challenge’s website using WordPress. Our in-house web developer led a training session on how to make edits to the site and also continues to offer back-end support.

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Strategic Communication

After brainstorming with the coalition’s leaders, Hatcher developed a comprehensive messaging guide for the Million Acre Challenge. The guide includes key language for the Challenge, such as the coalition’s mission, vision, elevator pitch, and Q&A script. Hatcher also responds to all media inquiries and produces the Million Acre Challenge Annual Report.

Our Impact

  • Created cohesive branding and an award-winning logo.  
  • Developed, designed, and maintain a streamlined website. 
  • Designed and edited monthly e-newsletters.