The Midwest Cover Crops Council seeks to significantly increase the amount of continuous living cover on the Upper Midwestern agricultural landscape. From cities to the countryside, this transition in landscape design will produce numerous ecological benefits, including improvements in water, air and soil quality. As the public grows increasingly aware of our collective ecological footprint and its relationship to climate change and water quality, the effort to add living cover to our landscape can generate new sources of renewable energy, mitigate greenhouse gases, reduce the use of agricultural chemicals, and provide novel income streams for rural communities. In an era where the Mississippi River Basin and Great Lakes watershed suffer from serious environmental degradation, this shift in agricultural systems can play a significant and positive role in revitalizing and restoring our lakes, rivers, fields, and communities. To effectively achieve our aim of broad adoption of cover crops by farmers, we will build a vital and effective regional collaboration of agencies, individuals and the general public.