Are there any drawbacks to that brand image in maybe the TreeHugger market segment?
TA: Uh, did you notice I said “grad school” at the top? There are big pluses from some members, but we have to prove every day that we’re genuine, concerned about the issue, and doing the right thing. We believe in the concept of Mission Driven Businesses, but there’s no doubt that we’re out on front with a lot to prove. We’ve been fortunate so far to have an enthusiastic and understanding customer base. We’re looking to carefully grow that and nurture that into an effective community. TH: How sustainable do you feel the Terrapass business model is? Let me rephrase that if I could. Where do you see your business in 20 years? TA: 2027? CO2 will be 425 PPM, but Kyoto phase III will be kicking in a big way, with time frames for reduction well into the latter half of the century. Consumer emissions will be left mainly out of the regulated picture, but the voluntary market will be thriving, with 10’s of millions of consumers participating in the marketplace at rates similar to recycling rat
