Nori

Nori built a marketplace for carbon removal, starting with carbon stored in agricultural soil. Farmers who adopt regenerative practices get paid for the CO2 they draw down, buyers get a certificate against a tonne actually removed, and the accounting is designed to be transparent enough to check. Large food companies want their growers on regenerative practices, for their own emissions and for the soil, and the thing standing in the way is that nobody can measure it credibly enough to pay for it.

So the money doesn't move, and the farmer keeps farming the way that pays today. Carbon markets have a deserved credibility problem: too many credits have represented something that didn't happen or would have happened anyway. Removal you can verify, on land you can point at, is a narrower and much more defensible claim than most of what the market sells.