
Canada’s Next Industrial Play: What It Takes to Earn a Farmer’s Yes
This is the first episode of The Carbon Curve: Canada’s Next Industrial Play, a special miniseries about embedding carbon removal into Canadian industry. Na’im speaks with Jim Mann, founder and CEO of UNDO, and Brodie Berrigan, senior director of government relations and farm policy at the Canadian Federation of Agriculture. Jim explains enhanced rock weathering: finely crushed silicate rock is spread on farmland, where it pulls CO2 from the air and locks it away while feeding the soil. UNDO uses equipment farms already have and typically picks up the cost instead of sharing carbon revenue with the farmer. The farmer gets the material and whatever the field gives back. Brodie focuses on adoption. Farmers are business owners first. A new practice only scales if it works as a farm business, if neighbours can see it working, and if the policy around it feels safe enough to last. Na’im, Jim, and Brodie discuss: * What enhanced rock weathering is and why its permanence is measured in geologic time * How UNDO works on a farm: existing spreaders, no new plant, and UNDO organizing the haul and application * Why Canada, and especially the Prairies: feedstock, agriculture at scale, rail, and Farm Credit Canada as an agricultural lender * What a Microsoft-scale buyer does for the category, and why Jim wants agriculture treated as part of the solution * Who the CFA represents in Ottawa, and what the sector is facing from input costs, trade risk, and weather * The first question farmers ask when a new practice arrives * What would make an incentive last, and Brodie’s three-legged stool: environmental, economic, and social Relevant Links: * UNDO - Website * Canadian Federation of Agriculture - Website * Farm Credit Canada - Website About Jim Mann: Jim Mann is the founder and CEO of UNDO, one of the largest enhanced rock weathering companies in the world. UNDO spreads crushed silicate rock on farmland to permanently store CO2 and return minerals to the soil. Before UNDO, Jim started the Future Forest Company. UNDO’s buyers include Microsoft, Barclays, and British Airways, and the company is expanding across the Canadian prairies. Farm Credit Canada invested in UNDO in 2025. About Brodie Berrigan: Brodie Berrigan is senior director of government relations and farm policy at the Canadian Federation of Agriculture, the largest farm organization in the country. He works the files that keep producers up at night: business risk management, food security, labour, trade, and transportation. Before the CFA, he spent years in the federal government at Public Services and Procurement, the Privy Council Office, and Employment and Social Development. About UNDO: UNDO uses enhanced rock weathering to permanently remove CO2 by spreading crushed silicate rock on farmland. The company works with existing farm equipment and existing extraction sites, and it sells durable carbon removal to corporate buyers. Learn more at un-do.com. About the Canadian Federation of Agriculture: The CFA is Canada’s largest general farm organization. Its members include provincial and territorial farm groups and national commodity associations. It represents about 190,000 farmers and farm families in Ottawa. The wider agri-food system employs about 2.3 million people and generated about $150 billion in GDP in the year Brodie cites. This episode was made possible thanks to the generous support of the Consecon Foundation. This episode was created and published by Na’im Merchant. Episode production and content support provided by Daniel Kelter and Tank Chen. Na’im Merchant is the co-founder and Executive Director of Carbon Removal Canada, a policy initiative focused on scaling carbon removal in Canada. He is on the advisory board of the Carbon Removal Standards Initiative and Terraset, and a former policy fellow with Elemental Impact. He previously ran carbon removal consulting practice Carbon Curve, and publishes The Carbon Curve newsletter and podcast. This episode is part of Carbon Curve: Canada’s Next Industrial Play, a special mini-series. The views here are his own. Tank Chen is the Head of Content and Community at CDR.fyi, a public benefit corporation dedicated to accelerating carbon removal through transparency. He is also the co-founder of CDRjobs, a career platform for the carbon removal industry. Daniel is the Senior Director of Public Affairs for Carbon Removal Canada. Based in Ottawa, he leads the organization's engagement with Parliament, federal departments, and the wider carbon removal community, bringing experience from industry associations in the steel and fertilizer sectors and from the offices of Members of Parliament. His career has centred on building coalitions across industry, government, and civil society to move shared priorities forward. If you enjoyed this episode, please subscribe to this podcast on your favorite podcast app or subscribe via The Carbon Curve newsletter here. If you’d like to get in touch with Na’im, you can reach out via LinkedIn. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit carboncurve.substack.com


















