The tricky part about brilliant innovation is that it requires tactful education. While often the process is a great cure for insomnia, we were asked to make it interesting, compelling and shareable. After understanding the Pyreg biochar process for ourselves, that became easy.

The greatest challenge was illustrating the huge financial benefits of both the process (negative emissions and renewable energy) and product (versatile biochar) in a compelling business case that delivers a stunning ROI.

Our social media program targeted key agricultural, industrial, commercial and municipal segments – from farming to commercial building – with a clear analysis of the CO2 removal potential, circular economy benefits and financial return of a biochar carbon removal program.

And the economics are staggering. Doing some quick calculations, there’s enough fuzzy stuff in the back of the office fridge to power our Hot Dogger.