Buy a hoodie, plant trees, build tech, restore ecosystems.

Sounds simple, right? 

That’s the vision behind Tentree and Veritree, two sister companies co-founded by Derrick Emsley. Tentree is the lifestyle brand planting 10 trees for every item purchased, while Veritree is the tech platform that ensures every tree planted is real, verified, and impactful.

In this episode, Jena talks with Derrick Emsley, CEO and co-founder, about what it takes to scale a mission-driven company, the power of transparency, and why restoration is about more than the environment. It’s about people, too.

What you’ll learn:

• How Tentree grew from an idea to a brand planting millions of trees
• How Veritree uses technology to ensure transparency in reforestation projects
• How culture shifts between a consumer lifestyle brand and a tech startup
• Why employees are drawn to mission-driven work that creates real-world impact
• Simple ways individuals and businesses can get involved in sustainability

Some Veritree & Tentree highlights:

Founded: Tentree in 2012; Veritree launched as a standalone company in 2021
Team Size: 100+ employees across both organizations (and growing)
HQ: Vancouver, Canada (global impact projects in Africa, Asia, and beyond)
Work Model: Hybrid/remote, mission-driven teams across geographies
Culture: Purpose-led, innovative, sustainability-focused

Unique Perks & Impact:

• Every Tentree purchase plants 10 trees 
• Veritree platform powers verified reforestation for global brands
• Projects restore critical ecosystems (mangroves, forests, coastlines)
• Community impact: jobs, food security, and climate resilience

To learn more about Veritree & Tentree:

• Shop Tentree (I love their leggings!)
• Tentree Careers Page (They are hiring!)
• Veritree Careers Page (They are hiring!)
• Tentree on LinkedIn
• Veritree on LinkedIn
• Derrick Emsley on LinkedIn