02:10 – The founding of Tentree and building a consumer brand centered on planting trees.
04:00 – Launching Veritree and the mission to verify, monitor, and report global reforestation efforts.
07:40 – Why verification and accountability became critical as reforestation efforts scaled.
10:00 – Greenwashing concerns and the growing demand for transparency in sustainability and ESG.
11:30 – What Veritree does today and the core problem it was built to solve.
13:00 – Expanding the problem set: from tracking trees to managing long-term restoration outcomes.
14:50 – Veritree as an “ERP for reforestation” and infrastructure for verified impact.
15:45 – Veritree’s vision: building trust and integrity back into impact.
16:00 – Lessons from building Tentree and how storytelling translates from B2C to B2B.
18:00 – Founder learnings: decision speed, iteration, and treating decisions as two-way doors.
20:00 – Building software infrastructure versus consumer products: key leadership shifts.
23:00 – Three-year planning, growth milestones, and category-defining strategy.
26:30 – Expanding the total addressable market beyond reforestation.
29:00 – How Veritree’s culture differs from Tentree, being at a different stage of maturity.
32:12 – Fundraising philosophy: prioritizing the right partners over capital alone.
34:54 – Life outside work: getting outdoors in Vancouver and a book recommendation from Derrick.
