A world where sustainability is at the heart of every business success.



To enable businesses to increase customer and employee engagement through SMART tree planting.


Bas Fransen – CEO

After graduating from Delft University of Technology and after his time as officer of the Royal Dutch Navy, Bas had executive roles with Philips CE, Philips Semiconductors, IBM Technology and ASML before he started his startup career. Bas has been in Asia for over 20 years and lived in Taiwan, Japan and Singapore before he moved to Hong Kong.

Maarten Swemmer – CTO

After graduating from the Eindhoven University of Technology, the Netherlands in the field of Human Technology Interaction, Maarten had several positions in the online team of Philips Electronics. In Hong Kong he started his own online marketing and online development agency. Maarten loves applying technology to innovate business processes.

Gina Richter – Creative Director

Gina has consulted for some of the leading global brands, 4As, SMEs, and nonprofits. She works across design disciplines independently, in-house, and agency side. Her experience spans print, packaging, content curation, identity, digital strategy, art direction, branding, product design, and project management. Gina is a graduate of Academy of Art University, San Francisco.

Wander Meijer – Senior Advisor

Wander heads up GlobeScan Asia Pacific, a global management consultancy, specializing in Reputation, Sustainability and Purpose. He is also owner of Various B Ventures Ltd., a sustainability advisory and impact investment firm. Wander has +20 years business and management experience in Europe, Asia Pacific and Latin America.

Alvin Junianto Lan – Developer

Despite Alvin’s young age, he has already built up an impressive track record in developing software and start-ups in Indonesia. From Bandung’s famous Institute of Technology (ITB), Alvin is EcoMatcher’s front end developer.

Michael – Developer

Michael has a solid background in computer science and won numerous awards. From Bandung’s famous Institute of Technology (ITB), Michael is EcoMatcher’s back end developer.

Advisory Board

Herman Wijffels

Herman Wijffels, Dutch economist and former CEO of Rabobank, is a widely recognized authority on sustainability, business and governance. He worked between 1981 and 1999 at the Rabobank, ultimately as CEO. From 1999 – 2006 he was chairman of the Dutch Social-Economic Council, an independent and influential advisory body of the government.


From 2006 to 2008 Herman Wijffels was director and Dutch representative at the World Bank in Washington. Between 2006-2007 he lead the negotiations between the political parties to create a new Dutch government. From 2009 to 2016 Herman Wijffels was professor ‘Sustainability and Societal Change’ at Utrecht University.


He chaired and led several innovative initiatives and committees, including the World Connectors and the Sustainable Finance Lab, to reform the banking sector. Some of those initiatives are carrying his name, such as the Herman Wijffels Innovation price.

Margaret Burnett

Currently, the Programme Director and Lecturer, Corporate Environmental Governance Programme of the Faculty of Social Sciences at the University of Hong Kong.​ Margaret has 25+ years in the field of sustainability and a proven track record helping clients integrate sustainability into core organizational decision-making processes and culture. Working in partnership with organizations to build internal capacity to align their purpose with the need for environmental stewardship, community responsibility while achieving commercial success.


Margaret has lectured at Baptist University on business ethics and corporate social responsibility, has developed and delivered sustainability leadership training modules for a ​large MNC, and partnered with International NGO Earthwatch to deliver experiential learning for leadership learning.  She is often a guest speaker, and partners with organizations in Hong Kong to provide support to their in-house Corporate Social Responsibility / Sustainable Development initiatives, including companies like Gammon, ACML, Towngas, Shangri-La Hotels Asia, AAHK, Sino Group, MTR corp., among others.

Elana Yonah Rosen

Elana is currently Chief Advancement Officer of Conscious Capitalism (, a global movement driven by heroic business leaders and entrepreneurs. Their stories of elevating humanity through business are what inspire others to practice business as force for good.


Among her achievements, Elana started George Lucas’ Education Foundation and created EDUTOPIA. She specialises in supporting social startups. Elana was also the creative producer of Bound to Freedom, a visual story of modern day slavery by photographer Lisa Kristine (, including a declaration by Pope Francis with quotes from diverse world faith leaders. In 2011 Elana co-founded RISE (, a management consultancy specializing in collaboration. RISE developed a robust and proprietary methodology to embed world-class collaboration within client organizations.


Elana is based in San Francisco.