The business of soil?

Today I am with Jess Davies and colleagues from Lancaster University visiting The University of Lausanne.  Jess gave a terrific vision for the business case for soil pointing out the underlying value and contribution of soil to the world economy, providing a basis for food production, clean water etc.. Whilst I cannot argue with this as an academic, I wonder how successful we really are at communicating this at 'grass roots' level.  I still think there is a lot of work to do selling the case for #soil.  Meanwhile, good job Jess....