About Ground Truth

Our mission is to make environmental data free and transparent. Ground Truth is a publication documenting our journey.

Pine tree seedling with a bead of water.
Tree seedling in a nursery

Our mission

Our mission is to make environmental data free and transparent. Ground Truth is a publication documenting our journey.

We started trying to solve our own problem. As veterans of the tree planting industry, we wanted to produce trees for environmental causes, not just for logging and energy companies. But we realized, outside of industry there’s no publicly available data on tree planting - only grand claims and marketing. We then realized this problem goes beyond reforestation and through the entire environmental field including biology, agriculture, and human health. Thus, it became our mission to make environmental data free and transparent and to share this journey with the world.

The Solution

As the legend Peter Drucker said, “If you can’t measure it, you can’t manage it.” Managing the problems of our time requires public accountability and access to data. Greenwashing thrives due to a lack of data transparency. The solution is to make environmental data free and transparent. 

This requires a shift in perspective. A demand that all green claims and activity be backed up by open-source data. Plenty of business and opportunity takes place in the public sphere. Publicly traded companies, publications, science, and engineering produce goods and services that are available to the public. Even sports! The best players get ahead because the score and stats are transparent.

The next frontier: AI

Like it or not, AI plays a central role from now on because it can instantly scan public data illuminating our impact, or lack thereof, on the environment. Industrial regulators and venture capital are scrambling to compile green data behind paywalls and privacy laws. But data wants to be free. Versions of this same scenario have played over and over throughout history. Libraries, public radio, television, the internet, public information laws, and news sites all won the fight to be free over powerful private interests. Is environmental data the next frontier? Could companies compete to do better in the environmental space rather than with it? 

Our job

Our job is to answer the question: How can we make all environmental data public? Can environmental claims require data to back it up? How can we put the truth before cat videos, before greenwashing, and even before the experts who keep private data for sale? Can we set a precedent for evidence-based progress?

We are a publication documenting our journey to answer these questions. We create videos and articles, ask questions, and talk to experts. We’re hype men and women for the data scientists, authors, innovators, and practitioners who help make environmental data free. We don’t generate revenue; we're not sponsored and don’t run ads. We don't have much of a business plan to be honest, because we’re going to figure this out together, with you, in a public forum. Please write, share, comment, and engage. We’re stoked to be on this journey with you ♥️🌲️

3 May 2024

Our Team

  • Chris Harris: Founder and veteran contractor in the reforestation industry, Chris brings a wealth of practical experience and a passion for sustainable environmental practices to our mission. Chris has spent years developing web-based solutions that enhance transparency and efficiency in environmental data management.
  • Stewart Mior: With eight years of work experience in the reforestation industry, Stewart is passionate about contributing to environmentally and socially conscious endeavors. When not planting trees Stewart is also known to help out Chris with data entry, contract negotiation, safety management, SEO writing, and other nerdy things.
  • Cassie De Colling: With 15 years of experience as an award-winning documentary director, Cassie’s skills and passion ensure our message resonates with diverse audiences worldwide. Through innovative design solutions and data-driven insights, she helps to ethically develop compelling narratives that inspire action and engagement in support of reforestation and conservation initiatives.