A national coalition convened by the Noble Research Institute has announced its intent to create a new voluntary environmental services market that benefits agricultural producers and improves the environment. This program aims to incentivize farmers and ranchers to improve soil health on working agriculture lands through the development of a market-based platform. The scientific rigor for the program will be established by the Soil Health Institute and the Noble Research Institute's Land Stewardship Program. In 2018, an ecosystem services protocol and a go-to-market business strategy will be developed. This effort will address the technical needs of the program, including transparent methods for monitoring and verifying beneficial outcomes, as well as an assessment of credit supply, buyer demand, and financing structures to support this program sustainably. Pilots will be conducted in early 2019, with the national rollout of the official platform to follow.