Earth Funeral is in an interesting position. Recently, it opened the largest human composting facility in the world. The Maryland location was strategic, in that it’s just a short drive from most of the Mid-Atlantic urban centers, and less than four hours from New York City. It’s a pattern they hope to repeat as regularly as time, money and the law will allow.
Not too long ago, there was a big push on Charlotte, North Carolina, as they announced a willingness to open there (whenever the legislature gets around to legalizing the process). They’re also eyeing Massachusetts, where the legislative process is already underway. As in many of the other states that accept NOR as a process, the Bay State has already rejected it once, which (amazingly) only increases its odds of passing in the future. Often, the rejection reveals the genuine concerns, which proponants can then adderess.
Whether NOR passes at all and anywhere is all in the pitch and the battle for the narrative. Disenting interest groups get wound up and make a lot of noise because they’re afraid of the process or among those for whom personal preference is anathema. Earth (and really any other “alternative” disposition company) has to work overtime on educating those willing to be educated and then energizing them enough to influence their representatives.
It’s a long, involved process that requires finding the right stories and the right people to tell them, while making sure they’re having the right meetings with the right legislatures. If you think the NIMBY brigade can come out strong against cremation, wait until NOR really starts heating up.
I recently had the chance to speak with John Collins, who often is described as “a spokesperson for the company,” about the difficulties in winning hearts, minds, votes, and land disputes, and how the company sees itself growing. As I’ve reported elsewhere, Earth is growing ambitiously but the company says its funded for the long haul. So setting that aside, I spoke with Collins about the cultural plan for growth and how he sees the company’s next few moves shaking out.
Collins is acutely aware of the educational lift required, noting that soil transformation is about reshaping the way everyday people think about death as well as navigating state houses. Natural organic reduction can’t rely on just proximity to thrive, it has to also tap into and help foster an engaged, passionate subculture. Shipping is a critical part of running an NOR company, especially in these early phases.
To capitalize on that demand and build grassroots momentum, Earth Funeral’s strategy relies heavily on localized digital engagement. Across new target markets, the company hosts webinars to answer questions, demystify the process, and channel public interest into actionable political leverage, such as online petitions. For Collins, educating the public and securing local legislative champions go hand in hand. Getting bills written and passed can’t rely on high-level corporate pitches alone. They need to be bolstered by personal, human stories from constituents who want better choices for their families.
Collins views growth through a regional hub model rather than trying to dot every single city with a storefront. The Maryland facility increasingly looks like the standard. Earth eyes a similar layout across the country, looking at key gaps in the Southeast and Midwest, while preparing for major West Coast shifts as California’s regulations take effect.
Rather than branching out into ancillary funeral services like catering, elaborate wakes, or post-care packages, Earth intends to keep its model lean and focused entirely on its proprietary vessel technology and facility operations, partnering with local funeral directors for the rest.
Ultimately, Collins sees the company’s expansion not just as a business rollout, but as part of a broader generational shift. By pairing strategic regional facility placement with steady public education, Earth is betting that as modern consumers increasingly rethink end-of-life care, natural organic reduction will move from a niche alternative to a mainstream expectation.
