Jason Petrou-Brown
Global Business Development Director · THG ECO
The senior THG ECO executive opening doors across enterprise sustainability.
LinkedInEvery tree planted through our platform is tracked and reported, so you can see exactly what your investment delivers, site by site.
Most businesses want to fund environmental work. The hard part is knowing what happened next, and being able to say something about it that holds up.
More Trees does the work between the two. We select the sites, manage delivery with partners on the ground and report what was planted, site by site. Eight sites across six countries, from Atlas Park in Kent to Kisumu in Kenya.
What you get back is planting you can point to, reporting your team can use, and language you can publish without guessing how strong a claim you are allowed to make.
More Trees is a B2B reforestation platform connecting businesses with restoration projects across six countries. We work with companies who want to fund environmental work, report it properly and talk about it without overstating what it does.
Our platform covers the whole programme: selecting the right sites, tracking what is planted and producing reports formatted for the frameworks your team already uses. We work with partners on the ground so planting is recorded site by site, and named where those partners disclose them.
Whether you are a startup or a multinational, we make it straightforward to build restoration into how your business already runs.
We want environmental work to be something businesses build into how they operate, not something they buy once and file. That means knowing where the trees went, who planted them, and what happened after.
We are working towards a standard where any business can point to the sites it funds, report them accurately, and describe them without overstating what they do.
More Trees is part of THG ECO, the sustainability arm of THG. THG built Myprotein, Lookfantastic and Cult Beauty on top of its own commerce, logistics and data platform, Ingenuity.
We pointed that same infrastructure at one problem: making B2B tree planting something a business can integrate, track and report properly rather than buy once and file.
The result is a programme built by people who run commerce systems at scale, with reporting shaped by the disclosure work THG does for itself. You are not buying a certificate. You are plugging into a commerce-grade sustainability stack.
"Climate action shouldn't be complicated. We built More Trees to make it simple for businesses to invest in nature and see the real-world impact of every tree planted."
The senior THG ECO executive opening doors across enterprise sustainability.
LinkedInBuilds the commercial engine behind More Trees, turning corporate climate budgets into verified planting at scale.
LinkedInDesigns planting programmes with brands and scales the partnerships that drive them.
LinkedInRuns brand, marketing and client care, keeping partners close from first pitch to renewal.
LinkedInFour ideas every member of the More Trees team carries into every project, every report, and every conversation with a partner.
Every project is tracked and verified, every report is honest.
We work alongside businesses and on-the-ground communities to create shared value.
We measure success by the change we create for the planet.
We use technology to make sustainability simple, scalable, and accessible to businesses of any size.