Working for Eco Products (the largest sustainable food packaging manufacturer in North America based in Boulder Colorado) running the sales for Canada - landing the Winter Olympics in British Columbia - pat on my shoulder - thanks... I Attended a lot of sustainability conferences, meeting sustainability directors with all the "top dogs" and listening to how they want to be "more sustainable" but not often putting their money where their mouth is - hint - hint..
One day a big Fortune 500 company tells me they want to do more for the environment and are looking at new sustainable packaging options and reducing their fleet (reduction in travel) but they don't know what else they can do.
I tell them - "Plant trees - people don't realize how important trees are to the environment" blah, blah, blah with my ramblings to them. They say to me - "Matt, you should start that and we will be your first customer."
So the idea was formed - Matt Hill
I register One Tree Planted in the State of Vermont (Green Mountain State) December 30th and end up having to file taxes for 1 day, So One Tree Planted had 1 full day to plant trees for 2013.
People don't want to hear doom and gloom. People have become desensitized to all the scare tactics. People want to be inspired and make a difference and they don't want to get to a 30 year old website that is too technical and complicated talking about 20 tonnes of Co2.