What We Do

Watershed Media produces action-oriented, visually dynamic communication resources to influence the transition to a sustainable society.

Conceptual Approach

Watershed Media-initiated projects are concise, yet informative, visually fresh, with a clear communication goal (i.e. establish mainstream awareness of a single topic, such as food and farm policy, habitat connectivity within farmlands, industrial animal agriculture, single-use disposable packaging, etc.)

Action-Oriented Resources

Watershed Media creates alliances with leading activist organizations and practitioners working on select issues to add expertise, credibility, and to more carefully assess best practices and frame long-term goals. Our projects are targeted to a specific audience that can benefit from and act upon the book’s information and resources.

Board of Directors

Daniel Imhoff,
Board President, Executive Director, Front center
Jon Harvey, Conservation activist, Right second row
Greg Hendrickson,Attorney:
Law Offices of Gregory D Hendrickson, Left second row
Diana Donlon, Board Secretary, Left back row
Kaye Jones, Ecological Design Consultant, Right back row


Daniel Imhoff, Co-founder, director, and publisher. Dan Imhoff is an author, musician, and artisan food producer who has written for more than 25 years on topics related to ecological sustainability. His books include Food Fight: The Citizen’s Guide to the Next Food and Farm Bill; Paper or Plastic: Searching for Solutions to an Overpackaged World; Farming with the Wild: Enhancing Biodiversity on Farms and Ranches; and Building with Vision: Optimizing and Finding Alternatives to Wood. Dan served as the principal author and editor of CAFO: The Tragedy of Industrial Animal Factories (awarded the 2010 Nautilus Prize for Investigative Journalism) and co-editor with Jo Ann Baumgartner on Farming and the Fate of Wild Nature.
Dan lectures regularly on a variety of topics, and has appeared on hundreds of national and regional radio and television programs, including Food Forward, Bag It, CBS Sunday Morning, and National Public Radio’s Science Friday and Living on Earth. His essays and excerpts have appeared in the Los Angeles Times, The Nation, Atlantic Monthly (online) and many dozens of publications.
Dan is the president and co-founder of Watershed Media as well as president and a co-founder of the Wild Farm Alliance, a national organization that works to promote agriculture systems that support and accommodate wild nature.

Roberto Carra, Co-founder, vice-president and art director. An internationally renowned photographer, graphic designer and art director born in Parma, Italy, Roberto Carra’s still-life images significantly influenced commercial communication throughout the 1980s. Carra began his collaborations with Dan Imhoff in early 1990 at the design studio of Esprit International, where they worked on a unique project to incorporate social and environmental issues into product design.
Roberto, a classically trained graphic artist, works in a broad range of visual communication media, but concentrates primarily on photography and graphic design. In addition to art directing an increasing number of broadly distributed environmental publications, his layouts and images have appeared in dozens of books and magazines, including Paper or Plastic: Searching for Solutions to an Overpackaged World; Welfare Ranching: The Subsidized Destruction of the American West; Fatal Harvest: The Tragedy of Industrial Agriculture; Farming with the Wild: Enhancing Biodiversity on Farms and Ranches; Building with Vision: Optimizing and Finding Alternatives to Wood; 101 Vegetable Faces; Esprit: The Comprehensive Design Principle; and The Neon Clock Book. He lives and works in northern California.

Jon Harvey, Conservation activist. After retiring in 2000 as an engineer from the computer industry, Harvey turned his focus to conservation and sustainable land use planning. Since that time, he has served on various government and non-government boards in the San Francisco Bay Area including a city Planning Commission, county Board of Zoning Adjustments, and a county land trust. Harvey is an active member of The Sierra Club both locally and at the national level where he chairs the club’s National Agriculture Committee.

Greg Hendrickson, Attorney: Law Offices of Gregory D Hendrickson. Hendrickson’s practice focuses on family business planning, land conservation, and charitable giving. Greg graduated from BYU in 1994, earned his law degree from UC Hastings 1997, and is a licensed attorney in both Hawaii and California. Greg completed Hastings’ Tax Concentration and received the 1997 Arthur Anderson Prize in Taxation. Prior to opening his own law offices, he was Special Council with the law firm of Coblentz, Patch, Duffy and Bass, and projects manager for the Pacific Forest Trust. In these positions he was involved in conserving well over 150,000 acres of critical managed landscapes in California and Hawaii.

Diana Donlon, Board Secretary, is a soil and climate advocate. As the director for Soil Centric, a new for-purpose organization designed to accelerate engagement in regenerative agriculture, Donlon explores untapped avenues for immediate climate action. Donlon was the director and founder of Soil Solutions at the Center for Food Safety from 2013 through April 2018, where she helped empower the public to make the critical connections between food and climate. Donlon has a bachelor’s degree in History from the University of California, Berkeley; a Master’s in Education from Harvard University and served two years in Peace Corps, Morocco.

Kaye Jones, Ecological Design Consultant. Kaye has an interdisciplinary background in sustainability, education and agriculture. Kaye has her MS from Schumacher College where her work was on ecological design with a focus on small-scale agriculture. She farmed vegetables in the city of Portland for 47th Avenue Farm, and previously worked in ecological education and outdoor leadership. Recently focusing on helping individuals with agricultural R & D in the Bay Area, Kaye has traveled far and wide on a land/farm search, where she has had opportunity to walk the land with many great characters still around in Northern California, farmers and foresters, hearing their stories. Kaye is a founding board member of the Westwind Stewardship Group, a non-profit promoting conservation, education and sustainability at Westwind, a wild 536-acre peninsula where the Salmon River meets the Pacific Ocean.

Watershed Media co-founders Dan Imhoff and Roberto Carra sat down to discuss why they got started, how they design books, and what they’ve learned about advocacy communication campaigns.