The Forever Green Initiative is leading an effort to develop more regenerative Midwestern agricultural systems by developing new winter annual and perennial crops that can be planted by farmers to produce a continuous living cover and provide them with new economically viable options for their farming operations. Based at the University of Minnesota, the Forever Green Initiative is broad-based involving many partners in the commercial, research, and conservation sectors. The goal of the Forever Green Initiative is to develop a wide range of commercial products from the new winter annual and perennial crops which will make it economically possible for farmers to produce the crops, and thereby achieve previously unattainable solutions to the water quality challenges facing Midwestern agriculture. The key to transforming Midwestern agriculture is the emergence of a new demand for a wide range of bio-based products (food, fuel, polymers) that can be provided by the new crops being developed by the Forever Green Initiative.