When most people think about fighting climate change, they don't immediately picture what's beneath their feet. But for Carbon Asset Solutions (CAS), the answer to some of our planet's biggest challenges lies right there in the dirt.

We caught up with Ian, one of three co-founders of CAS. Originally from Australia with that familiar twang, I was surprised to hear he doesn't miss life back in Oz. The heat, the pace of life? He prefers to slow things down here in England with more sedate pastimes such as perusing art galleries or museums, keeping his feet dry after years of intense water sport activities in his youth. He and his wife adore their new home in Soho, London, and find themselves being gawking tourists strolling the streets, taking in the sights.

"We formed CAS to solve an issue that no one else had been able to crack for decades," Ian tells me over Zoom. "We knew it would be difficult, maybe impossible, but we were determined to try because a solution would provide lasting benefits across the entire world."

The Problem Nobody Was Talking About

The story of CAS began back in 2018 when Ian and his fellow founders were looking for new opportunities in the climate space. What they discovered shocked them.

"We found that traditional agriculture contributes to at least 20% of greenhouse gases, but sustainable agriculture had the potential to be a climate solution. Everyone was screaming about electricity generation, industry, and transportation, but nobody was talking about turning the agriculture problem into a climate solution. We figured if we could solve this, we could make a huge global difference."

Over the next 3 years CAS built the technology solution, and now it is starting to make an impact. Over 80% of farmers in the UK fear for their future due to climate change and lack of economic security. CAS's intelligent soil data will help them manage their farms sustainably and profitably.

"I'm in the UK now to establish and grow our operations here. My vision? Seeing the company grow and expand from the idea we had almost five years ago into the solution that transforms agriculture, makes a difference to global warming and food security. It's ambitious, sure, but the stakes are too high not to think big."

"When you can help someone secure their livelihood while also helping the planet, that's when business becomes genuinely meaningful," Ian says, his eyes lighting up with genuine passion.

The Technology That Changes Everything

What sets CAS apart isn't just their mission. It's their technology. Using something called Mobile INS (Inelastic Neutron Scattering), they can measure soil characteristics at an atomic level in real time, right there in the field. No lab delays, no guesswork. Just instant, accurate data about carbon, moisture, texture, and more. And at a fraction of the cost of existing techniques.

"We don't take point samples; we sample the entire lot!" Ian explains enthusiastically. "This enables land managers to adjust practices to the soil's needs, unlocking the land's full productivity."

The patented technology boasts an 80% increase in accuracy over traditional methods and has been approved by the USA National Soil Dynamics Lab. It's a game changer that creates comprehensive soil maps while being completely non invasive.

Helen and Owen Clark from Eden Pond Farm in Australia are already seeing the benefits: "CAS took the guesswork out of carbon programs. With their precise soil scanning, I know exactly how much carbon I'm sequestering."

Two Sides of the Same Coin

For CAS, there are two markets they're targeting: farmers and agricultural operators on the supply side, and on the buying side, corporations and companies aspiring to become net zero or carbon neutral.

"There's a huge disconnect at the moment between intention and action," Ian says, his frustration evident. "Big statements are made by companies claiming their goal is to become net zero or carbon neutral, but then realistic plans are not in place to achieve that goal. Becoming carbon neutral means reducing emissions, and that is an internal challenge. It also means buying high integrity carbon offsets to zero out that residual footprint. The problem is that supply of trustworthy credits is small and too many companies have been burned buying cheap offsets that later proved to be worthless."

Through CAS's soil data and carbon program, farmers can maximise their soil health, which stimulates farm productivity, lowers costs and increases carbon levels which with our ISO based carbon standard are turned into verified, high integrity carbon credits, generating additional revenue. What we are doing is unlocking a new high volume supply chain of carbon credits to supply the growing market of companies that need supply to reach net zero. Companies buying these measured, verified soil carbon projects to reach their sustainability goals are helping to finance the transition of local agriculture towards being a sustainable climate solution. It is a positive beneficial loop.

But it's not all smooth sailing. Ian's biggest challenge isn't the technology or the science. It's encouraging farmers to take that first step.

"Sadly the benefit of carbon farming has often been overpromised, and because old technologies were unable to deliver, some farmers have been left out of pocket. Understandably there is skepticism, and overcoming this is the first step. Once they understand that we are delivering a solution that amplifies their whole farm productivity by providing detailed, cost effective soil health data with carbon income as the cherry on the cake, their doubt turns into enthusiasm."

The Personality Behind the Mission

What keeps Ian going through these challenges? It's simple: he thrives on it.

"I need challenge and change to make me happy. I couldn't work in a job that was the same thing over and over again. Routine is my worst nightmare."

This restlessness and need for constant evolution is perhaps what makes him suited for the role of building something from scratch in an industry resistant to change.

When I ask about potential ambassadors or public figures who could help their cause, Jeremy Clarkson's name comes up, somewhat reluctantly.

"I don't regularly watch Jeremy Clarkson," Ian admits. "But no one can doubt his commitment and enthusiasm for UK farming and farmers. Yes, he would be an ideal ambassador at the right time. Perhaps as our business continues growing and scaling, one day he will see our technology and he will knock on our door to find out what we are up to. I'd like that. He would really do a lot for UK farmers!"

Impact Beyond Carbon

What's remarkable about CAS is their holistic approach. Through their proprietary co benefit framework, they measure and verify how improved soil health enhances not just soil carbon, but contributes to multiple United Nations Sustainable Development Goals. Better soil health means better water retention, increased biodiversity, improved food security, and stronger rural communities.

Working with partners like Microsoft, the USDA, Olds College, and the Inter American Institute for Cooperation on Agriculture, CAS is building credibility and reach. Their headquarters may be in Australia, but their team is global, and their mission is universal.

Looking Ahead

As our conversation winds down, I ask Ian what success looks like five years from now.

"I want farmers to see us not as another company trying to sell them something, but as partners in their success. I want corporate buyers to know that when they invest in our carbon credits, they're getting verified, measurable impact, not just a certificate to stick on their website. And I want kids to learn in school that yes, the answer to climate change really was in the dirt all along."

It's an ambitious vision, but then again, Ian and his co founders aren't in the business of thinking small. They're here to fix a problem that affects every single person on this planet. One soil sample at a time, they're proving that the future of farming, and perhaps the future of our climate, starts with understanding what's right beneath our feet.

As I leave our meeting, I find myself looking down at the pavement differently. Somewhere under there, beneath the concrete and chaos of city life, is soil. And if CAS has their way, that soil might just save us all.

Find out more: https://carbonassetsolutions.com/ Connect with Ian: https://www.linkedin.com/in/ian-jones-a936a411/