“Sustainable” isn’t enough, not if we’re still poisoning the planet.

In this episode, I’m joined by Jonathan Appel, co-founder and CEO of Eden, a company developing regeneration tech that turns pollution into clean fuel, water, and fertiliser - with zero waste.

But this conversation goes far beyond the tech.

We dig into the real challenges sustainability founders face when trying to scale something meaningful, including:

💡 Why “sustainability” is broken - and what should replace it

📉 What stops climate tech from scaling, even when the product works

🧠 How to lead through pressure, setbacks, and burnout

⚡ Why mission-aligned capital matters more than fast capital

If you’re building a purpose-led business and trying to grow without compromise, this one’s for you.

🎙 Hosted by Chris Jones

The Plucky Bamboo Podcast - real stories and strategies behind scaling sustainability-focused businesses.

📩 Connect with me on LinkedIn: https://www.linkedin.com/in/chrisg-jones/