GOV4ALL (Governance and business models for living labs: Rural regeneration hubs for tackling soil health challenges in the Mediterranean region) is a Soil Mission project funded by the EU. Coordinated by SAE Innova, it will deploy a bottom-up participatory approach that will lead to the creation of five agro-innovation hubs spread across France, Greece and Spain. The project will connect farmers, scientists, NGOs, policymakers and the public towards a vision of an agricultural system that can generate income for rural communities while protecting natural resources, with a focus on regenerating the soil.