Groundswell

After Kiss the Ground and Common Ground, directors Josh and Rebecca Tickell complete their trilogy on regenerative farming with Groundswell. At the film’s premiere in Cannes, Thierry Frémaux joked that screening it was a prerequisite for Demi Moore’s jury participation, given her role as one of its narrators. As the piece unfolds, one cannot help but wonder how much truth there was to this jest, because its inclusion in the festival lineup was certainly not for cinematic merits.

“This is not another depressing documentary trying to induce guilt about the state of the Earth,” the other vocal guide (Woody Harrelson) promises in its opening minutes. Instead, the feature sets out to present solutions: by changing the way we produce and consume food. To counteract the desertification of the planet, soil must be replenished, and this is best achieved by transitioning agriculture away from its industrial practices.

One could be cynical off the bat at seeing the disclaimer “property of Amazon MGM Studios” on any original footage presented; argue that this picture is a curatorial smoke screen to distract from the logistic giant’s high emissions. Whether it is a purely optical alignment to the cause or not, there is no disputing that Prime Video offers a huge platform and the potential to reach those who don’t already consider themselves activists, rather than “preaching to the choir.” Because the oversimplifications of certain ecological processes, and continued repetitions make it quite evident that this is who the intended audience for Groundswell is.

In their obliging voice-overs, Moore and Harrelson have to brave puns about popstars making bread and laboured lines like “It ain’t the cow, it’s the how.” Paired with questionable music choices (news reels of global warming are set to Nelly’s Hot in Herre), the strained efforts to be relatable have the opposite effect. There is a direct inverse relationship between how hard one tries to be hip and contemporary, and how much one actually is.

To capture regenerative farming practices already in place, the crew travelled to a number of countries and spoke to pioneers of the field, which is the highlight of this documentary.

However there is something arbitrary to the choice of interview subjects giving expert opinions from the sidelines. Many of them are identified as authors, with books of their own to promote, and it isn’t hard to imagine the links to those made available within the screen, once the documentary hits streaming.

An unfortunate nail in the coffin is the list of brands proudly presented as having pledged to participate in sustainable agro-ecology. With names like PepsiCo and Nestlé attached, the film’s environmental credentials feel less like a mission statement and more like corporate greenwashing.

The filmmakers’ goal of becoming an uplifting and optimistic voice in the dire reality of our current climate crisis is a noble pursuit, but Groundswell cultivates a hollow sense of agency. Any educational value is eclipsed by an undisputed narrative highlighting individual customer choice over the urgent need for systemic political change.