Mitchell Hora is a 7th generation Iowa farmer and the founder/CEO of Continuum Ag, a soil health data intelligence company. Continuum Ag launched TopSoil in 2020 as the first soil health data tool and has since amassed a footprint of over 36 states and 15 countries. The team is on a mission to help 1 million family farms profit from improved soil health, and in doing so, they boosted farmer customer profits by $1.8 million in 2021, for an average of $106/ac.

Mitchell has been named to the Forbes Under 30 list and the AgGrad 30 Under 30 list and is working with Rabobank, CIBO, John Deere, Land O'Lakes, the Climate Action Reserve, and others to develop Ecosystem Service markets that reward farmers based on annual outcomes and creative implementation of regenerative ag systems.