Kochie talks getting greener

Greener founder, Tom Ferrier, caught up with David Koch to unpack how Greener for Business makes it easy for small businesses to take climate action while improving their bottom line.

9 minutes

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Startup Daily

See what happened when Greener Founder, Tom Ferrier, caught up with Startup Daily host, David Koch, to unpack Greener for Business and how it helps small businesses take climate action while improving their bottom line.Watch now

“Not only is [getting greener] good for the economy, which should be the only thing you’re doing it for, and and climate, but it’s also good for revenue and just a good business decision.” – David Koch

Startup Daily

Read the transcript

[David Koch]
Climate Tech Startup Greener, has raised $4 million in a series A round led by NAB Ventures. Uh, the raise follows a recent partnership with the Australian Retailers Association to help small business move towards net zero emissions. Co-founder Tim Ferrier joins us once again to outline his plan for the, uh, or Tom Ferrier rather.

Um, gee, I, I get, uh. May…. maybe. You should have. It’s, it’s, um, a very high stakes to be put up with Tim. Uh, may, may you have as many, many followers as him.

Good to see you, Tom. Now, uh, tell, tell us about the raise with Greener.

[Tom]
Lovely to see you, Daniel. Um, look, What I’d love to say is we are super excited about this news, uh, this recent news that’s just hot off the press, where two leading, uh, venture capital firms have really come in to back our vision of creating a world-first green economy, one that brings people and businesses together to help end climate change.

And those two, uh, venture capital firms… the first is NAB Ventures. Um, the ventures arm of the largest business bank in the country, but also Real VC. Which is a fairly new VC, but it’s come together with a really great group of people who have deep experience, both at startups and scale ups here in Australia and abroad.

[David Koch]
Okay. So just take us back. Tell us what Greener does for small retailers?

[Tom]
Yeah, sure. So we do two things, and it’s a two-sided platform. So I’ll share what we do for both the consumer and for the businesses. So, as I mentioned, our purpose is to really build a world first green economy where every dollar spent is carbon neutral, right?

So we’ve got two complimentary solutions that bring the two together, people and businesses. And the first is Greener for Business. It’s a super simple platform that in under five minutes, provides businesses with their own personalised pathway to get to net zero emissions and waste. But the best bit is we bring them new customers for their efforts, right?

And we do that through the second part of the solution called the Greener app. And this is what gives people greener brands in the palm of the hand for everything they buy, and it automatically turns their purchase carbon neutral to help end climate change. So this vision has just excited so many people already and businesses.

We’ve got over 250 brands joining us, founding partners of the Green Economy. And, um, we’re still pre-launch. It covers everything you buy, whether it’s in store or online.

[David Koch]
Okay. So give us a case study, give us an example? You, you’ve got Microsoft Online, um, T2 Tea, uh, BrewDog Huskee, some big brands there.

What do you do for them? Choose one of them and explain the journey. You’ve, you’re taking them on?

[Tom]
So the brands that you just mentioned there are already, they’ve either got big sustainability departments and doing great things. Um, so for many of those, we don’t typically help them get greener. That’s not our core focus.

We can. But we are really targeting that solution to the smaller end of town who don’t have a sustainability team.

[David Koch]
Okay. Give us an example?

[Tom]
Yeah. So to answer your question, for the likes of a T2 Tea, we showcase them in our consumer app. And really tell the consumer the great things they’re doing for the planet, whether it be reducing emissions and waste, using better materials for their tea or how they’re a responsible business.

And then whenever our users actually, um, shop with that brand, they’ll see the carbon emissions associated with the purchase. And then if it is one of our Greener brand partners, that purchase is automatically carbon offset for free for the consumer to help them get their, uh, carbon footprint down to the two tonne target to help end climate change.

[David Koch]
Okay. So give me an example of a retailer that, um, would be approaching you now, a recent one, and what you are doing to help them go through?

[Tom]
Perfect. So, um, we just signed a strategic partnership with the Australian Retail Association, the peak body in the country. And they have over a hundred thousand stores, both online and in store.

Um, they’re leading the UN’s race to zero, but so many of these businesses, the long tail, small to medium enterprise that don’t know what to do. So they go into our platform and in under five minutes they answer a few simple questions around what they’re doing, if anything to reduce emissions, waste and so on.

We then give them their own personalised pathway to get greener, and we start with the low hanging fruit.

So it might be switch to green, uh, a hundred percent certified GreenPower. The impact is super high, but the effort’s low. You could do it in under 15 minutes. And then these businesses earn badges which show up in our consumer offering, and the business can then simply join the green economy to attract these new customers.

[David Koch]
Okay. So you, you give them a, a checklist, if you like, of what you can do. And, and I suppose for, for many small business owners, um, some of them might seem obvious to start with, but we just don’t think about it and it’s sort of making, you are really directing a focus that that is easy. And can pay off big time for them.

[Tom]
Look spot on Kochie. And I love the analogy you’re using for a checklist because we start there. But the thing is these businesses are often told what to do. Switch to green energy or make sure that you’re chasing net zero. But they’re never told how to do it. And that’s the big gap we’ve seen.

So under this roadmap, all, all of the recommendations that, uh, underpin our roadmaps for these businesses, we actually give them really simple step-by-step guides on how to do it as well as leading providers to underpin each one of those recommendations.

So businesses can actually take action and drive impact with very little effort.

[David Koch]
Because, Tom, I saw the other day, I forget where I saw it may have been on our, our small business show, um, sort of data that shows customers are now very value driven in terms of who they wanna buy from, who they want to deal with in terms of a supplier making their choices.

Those values and particularly climate change policy and offset, are high on their agenda when they, when they choose somebody to go with.

So, This not only is good for the economy, which should be the only thing you’re doing it for, and and climate, but it’s also good for revenue and just a good business decision.

[Tom]
Absolutely Kochie, you touched on it. Forbes came out saying 88% of consumers want businesses to help live more sustainably. Yeah. But they don’t have the information they need to make better choices. And that’s what the Greener app does. But then on the flip side, 96% of businesses in the country are SMEs.

And they can’t afford a sustainability person or don’t know how. And that’s what the other side does. So it really creates…

[David Koch]
So they they outsource that to you basically?

[Tom]
Yeah, exactly. We are their virtual sustainability manager. Low touch, high impact. And ultimately, everything that’s then purchased in this green economy is carbon neutral to help end climate change

[David Koch]
And then they can use it with their marketing, do they get a stamp of approval from you or whatever that they can shout to their customers and say, we’re doing the right thing?

[Tom]
Absolutely. And this is what’s so exciting for a startup like us. Businesses like T2 have come to us and said, this is fantastic. We want to get decals in our store window and our point of sale on our website saying we are a Greener Business, part of the green economy.

And, uh, McKinsey recently came out saying that the next frontier of loyalty is a coalition of different brands coming together with a unified and meaningful value prop. There’s nothing more meaningful than taking action on the climate right now. And that’s how we’ve just really managed to get the fantastic brands that we’ve got over 250 now, who are gonna be sharing their values aligned customers with these values aligned brands. So people can help end climate change with every dollar they spend.

[David Koch]
Tom, this is a great story, not only for Startup Daily, but our small business shows. So I will be in, in touch, as we try and get to those small business owners, ’cause not just retailers, it’s just any small business should be taking advantage of this mate.

Good to catch up. Congratulations with the raise and also the concept. Good to see you.

[Tom]
Thanks Kochie. And mate, we can do this together. So let’s get your small businesses on board. Yep. And let’s really make a difference and solve the most pressing problem of our time.

[David Koch]
Tom Ferrier, related to Tim. Thanks very much for your time.

[Tom]
Appreciate it. We’ll talk soon. Thanks Danny.

[David Koch]
Uh, what a great idea, isn’t it. And, uh, good on NAB Ventures for, uh, for getting behind them as well.


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