From Crosscut: “In the summer of 2015, Grant Canary, an entrepreneur with two startups under his belt who was looking for his next venture, was brainstorming ways to make a dent in carbon dioxide pollution, one of the main culprits in climate change. He mocked up idea after idea but always got the same response form his colleagues: His scheme would never pencil out as a business. “There was no customer appeal,” Canary explains.
“There are two sustainabilities — one is the sustainability of carbon, and the other is the sustainability of the business,” he says. He just couldn’t seem to make them line up.
“At the end of the day, sitting at the bar, he thought to himself: ‘Screw it, I’ll just plant trees.'”