This Earth Day, the founders of tentree are launching their latest effort to reach 1 billion trees by 2030. How? By ‘making people give a sh*t about trees.’
If Johnny Appleseed launched a brand, it’s a good bet it would look a lot like tentree. Since its inception, the Canadian brand has planted 10 trees for every one of its products purchased.
In 2019, tentree had planted 30 million trees — probably. That’s when the company’s founders realized they had no means of auditing and verifying their planting efforts.
Now, those same individuals think blockchain could be the key to keeping track of how many trees tentree has helped plant, as well as meeting its ecological restoration goals.
Derrick and Stephen Emsley’s new venture, veritree, will leverage blockchain — an ambiguous term most often associated with emissions-laden cryptocurrency technology — to try to plant 1 billion trees by 2030.
Though blockchain’s reputation suggests a high carbon footprint, the digital ledger’s environmental impact is actually fairly minor. Here’s what the Emsleys have planned and how it might all work.
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veritree: The Reforestation Blockchain Platform
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