Human prosperity comes at the expense of nature
Why Good Growth
Bad growth is killing our planet and killing us.
Our economic model pursues financial goals through an extractive model that exploits and depletes nature. Our system of human prosperity comes at the expense of the planet.
We have become disconnected from nature, and disconnected from places. This disconnection reinforced by an economic model that casts us as economic beings - producers on an endless treadmill of supply chain 'optimisations' or consumers served up ever more globalised products at ever lower cost.
Attempts to inject 'sustainability' into this economic model do not address the root cause. Instead of trying to make our businesses a little greener, we need to find a way to integrate our business systems into nature.
And that demands a clean slate - hence the Good Growth Company.
A business to restore the planet.
What is Good Growth?
Good Growth is the integration of human wellbeing with the health of the planet.
The business operates as the vehicle that brings about that integration - a commercially sustainable way to restore nature. Crucially it is a replicable system - applicable to ecosystems all over the world.
The big goal is combatting climate change and species extinction. By designing a system that brings together the interests of humans and the interests of nature we have a chance to bring back to health our natural environment: rangelands, forests, waters that soak up carbon; wild animals and plants that make a rich biodiversity in each place; livestock and crops farmed in a way that restores and regenerates the natural environment - never putting it under depletive pressure.
So no triple bottom line for us - the priority is environment, then human wellbeing within a healthy natural environment, all supported through a commercially sustainable model.
Not 'for profit" nor"not for profit" - this is a "for planet"business.
The business span - ecosystems, regeneration, place brands and product brands
Connecting places to products.
We make products which help the environment to become healthy and which are valued for their regenerative impact. The people who buy the products and the people who live in the ecosystems become connected to each other, and to the regenerative effort, through the products and the places they come from.
1. degraded ecosystems
We are starting in Mongolia (in 3 areas - Arkhanghai, South Gobi and Chigertei), Patagonia and Northern Cambodia.
Each ecosystem is degraded, and suffers from specific environmental challenges - affecting biodiversity, rangeland health, wildlife and the regions’ ability to sequester carbon.
2. long term ecosystem regeneration programs
We undertake an ecosystem wide program of science and community integration.
This program spans multiple generations so is designed to last up to 100 years.
The costs of science and integration are incorporated as the cost of business
3. Place brand companies: the story of the regeneration, and of the community working to restore the place, is held in a place brand company that works with our product brands to develop a regenerative portfolio.
4. product brands working with ecosystem materials and place brands
We develop a stable of complementary brands in fibre, food and botanicals that work exclusively with ecosystem materials.
The brands develop products that reinforce the best balance for the ecosystem - creating value from materials that are usually discarded (such as coarse fibre). The product mix does not just focus on a single "raw material" but on creating value from everything nature has to offer in that place.
More from less.
What's next? 2021 to 2023
We started out by focusing on agriculture because it is a sector that can directly restore nature, because it has suffered acutely from industrialisation and globalisation, and importantly because it is a prime example of where the consumer relationship has been severed from the source of origin. But as we developed the system we realised that what were really doing was connecting products to places - designing a business system that is integrated into nature.
We have a prototype operating model ready to refine through 5 ecosystems (Mongolia (3), Patagonia and Cambodia) with a product range spanning fibre and some food. The next stage of development is to turn the prototype into a replicable model by 2023, and then to build it out into multiple ecosystems.
So for 2021 our aim is demonstration products through the prototype chain - with the first products for the system out by November 2021 - just in time for COP26.