A startup must fall in love with its own product to be successful. But love can make you blind to your product’s problems.

Startups in the field of sustainability are certainly not immune from this blindness. Making sure your product is going to be a net positive, rather than add to the problem, is a constant exercise in radical honesty. When it fails, everyone is worse off. Just think about the piles of electric scooters accumulating in our landfills for an egregious example of green-gone-wrong (and less than radical honesty).

So you can imagine how much it meant for us when the independent validation carried out by Bram van der Grinten from Climate Impact Forecast, concluded that “clearly, Aja has significant direct positive climate impact potential”. Aja is the internal name of our ecosystem monitoring project.

We can’t wait to make Aja available to everybody!