For the past 11 years, Tristan has been on a quest to create pure products that would appeal to consumers while also meeting the highest-possible level of ethics with the lowest environmental impact. With his company Alter Eco, he established transparent channels of production and distribution of organic produce, thanks to direct connections to a broad network of 150,000 small producers around the world. Having made fair trade mainstream in France, Tristan remained faced with the carbon impact of his products. In 2005, he started developing an integrated framework to reduce and offset emissions to reach a ZCT. Tristan assessed the overall carbon impact of the production, packaging and distribution, and purchase of his chocolate and reduced emissions to the lowest level through new packaging, transport by boat, a cleaner production chain and so on. Pure Project then offset the irreducible 273 grams of CO2 for 100 grams of chocolate, including the average 40 grams of the consumer drive to the store, for a cost of 1 cent per customer. Tristans ZCT-labeled chocolate was the first carbon neutral mass product on the French market. Seeing the need to adopt similar integrated processes across consumer goods and services markets, he mobilized and trained a group of Pure Project Entrepreneurs to form a cooperative and engage large corporations such as Nestle Waters, Procter & Gamble, Leclerc Supermarket, event management and construction companies, and entire cities in working toward ZCT products, services, events, and venues.Tristan is the first operator to offer integrated, transparent services ranging from emission assessment, reduction strategy consulting, and on-the-ground offset projects. The ZCT process is guaranteed by independent auditors and its label is very appealing to consumers: Sales of ZCT Alter Eco Chocolate have risen by 15 percent while less expensive entrants on the fair trade market stole 40 percent of chocolate market shares from older fair trade competitors. Consequently, the ZCT label is attractive to companies despite the initial cost of carbon emission offset and reduction, and is forcing operators to align their strategy. Several have already asked for a license, which will require them to be more transparent and effective in their practices.Tristan is also opening the carbon market to new reforestation strategies. He has seen the unique capacity of fair trade cooperatives to carry out CDM-certified multi-million-tree projects which tend to be technically and logistically complex. Using native trees and agronomical techniques, agro-forestry can allow 1 hectare of land to capture an average of 60 tons of carbon over 40 years, vs. 0.6 ton for a traditional cocoa plantation. It also increases the income of local populations by 30 to 50 percent through the sale of carbon credits, sustainable timber production, and increased agricultural yields. Pure Projects first reforestation project in Alto Huyabamba, Peru will plant 2 million trees, of which 700,000 are guaranteed to capture between 1.5 and 2.6 million tons of carbon in the next 40 years. Through a partnership with Dutch Forestry Specialists and CDM-certified SICIREC, and thanks to an investment fund which will channel Pure Project s profits (i.e. to guarantee the sustainability of the forests over 40 years), Tristan will multiply transparent and effective reforestation projects to plant up to 30 million trees by 2014.Tristan uses his marketing reach, the transparency of his framework and the readability of his reforestation projects to educate the consumer about global warming. The ZCT label is actually an educational tool in itself. The chart on the label symbolizes the carbon contained in the product, the path the company has adopted to reduce it, the footprint of the consumer (i.e. in driving to the supermarket or not recycling the packaging), and the reasoning behind the offset of remaining carbon. The label shows a link to the website where the consumer can check the progress of reforestation projects, browse more information, and join a group of responsible customers empowered to reduce carbon emissions.