If the Land Wins

For the past 20 years, Jeanne Carver has been crusading for the revival of regenerative sheep ranching to raise the bar in responsible fashion.  What began as a shared vision between her and her husband Dan, soon became an industry-wide movement. In the wake of Dan’s passing, Jeanne has carried the torch, leading the movement to rejuvenate the wool industry and uplift her fellow sheep ranchers.  Through her efforts, she single-handedly subsidized the transformation of 2.6 million acres of land to RWS (Responsible Wool Standard) certification, ensuring environmental vitality and fair financial returns for certified ranchers.

Despite the intrepid nature of Jeanne’s mission, the road ahead remains uncertain. In the face of market instabilities, the surging popularity of synthetic fibers, and the relentless pressures of globalization, Jeanne finds herself in an arduous battle to rescue an industry fading from the collective consciousness. We witness Jeanne’s journey in real-time, as she travels from regenerative sheep ranches to wool processing mills, weaving through the supply chain, and collaborating with fashion designers and outdoor industry partners. From the tranquil hills of Northern California to the majestic forests of Colorado, the film delves into the challenges and triumphs these ranches face,  offering insights into the impact of industry pressures on their survival as regenerative ranchers. Through this journey, Jeanne begins to realize her hopes for the wool industry. “If The Land Wins” stands as a powerful call to action, urging viewers to rediscover the essential environmental contributions of responsible wool and embrace conscious consumption. In a world divided, Jeanne’s story stands as a beacon of hope – a testament to a woman fighting for all of us, with an unwavering commitment to ‘seeing the land win.