MountainTrue
- Company typePrivate
- Founded2002
- HeadquartersAsheville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
MountainTrue firmographics
Firmographics- Name
- MountainTrue
- Legal name
- MountainTrue
- Website
- https://mountaintrue.org
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where MountainTrue is headquartered
LocationHeadquarters
- HQ city
- Asheville
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
MountainTrue business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations and Memberships: MountainTrue generates revenue primarily through individual donations, annual memberships, and sponsorships. The organization encourages recurring donations through membership programs with various giving levels.
- Merchandise Sales: The organization operates an online shop selling branded merchandise including the Native Plant Guide, commemorative posters, pins, reusable cups, and apparel. Proceeds support conservation programs.
- Events and Fundraisers: Major annual events serve as significant fundraising vehicles. The Banff Centre Mountain Film Festival is MountainTrue's largest fundraiser of the year. The Annual Watershed Gala and adventure raffles also generate substantial revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Native Plant Guide pocket guide |
| One time/ perpetual license | Pay-as-you-go | Stronger Than the Storm Commemorative Poster |
| One time/ perpetual license | Pay-as-you-go | Save Our Public Lands Pin |
| One time/ perpetual license | Pay-as-you-go | Hellbender Pin |
| One time/ perpetual license | Pay-as-you-go | Hellbender Beanie |
| One time/ perpetual license | Pay-as-you-go | Pirani Hellbender Reusable Cup |
| One time/ perpetual license | Pay-as-you-go | MountainStrong Possum Pin |
| Subscription | Annual | Banff Mountain Film Festival Tickets |
| One time/ perpetual license | Pay-as-you-go | Paddling Film Festival Tickets |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels12 records
MountainTrue product offering
Product offeringCore offering
MountainTrue is a community-powered nonprofit that protects forests, rivers, and communities across the Southern Blue Ridge Mountains through direct conservation work (river cleanups, invasive species removal, habitat restoration), policy and legal advocacy (Endangered Species Act lawsuits, public lands protection), disaster recovery (Hurricane Helene debris cleanup, dam removal, Appalachian Design Center rebuilding), and community engagement (volunteer programs, BioBlitz citizen science, Creation Care Alliance for faith communities). Revenue is generated through individual donations, memberships, event fundraisers, sponsorships, and branded merchandise sales.
Product overview
MountainTrue is a community-powered nonprofit organization (not a technology company) offering environmental conservation programs and merchandise. Their core programmatic offerings include Clean Waters (river protection, Swim Guide, French Broad Paddle Trail), Resilient Forests (invasive species removal, old-growth forest protection, habitat restoration), Healthy Communities (Appalachian Design Center, Creation Care Alliance), and public lands advocacy. Their merchandise line includes the Native Plant Guide ($5.50), commemorative pins (MountainStrong Possum Pin $5.35, Hellbender Pin $5.35, Save Our Public Lands Pin $5.35), Hellbender Beanie ($27.00), Hellbender Reusable Cup ($26.95), and Stronger than the Storm Commemorative Poster ($10.50).
Differentiator
Problem solved
Functional benefit
Products and services
- Native Plant Guide Pocket guide helping gardeners, landowners, hikers, and conservationists identify native plants that support local wildlife and invasive species that threaten ecosystems in the Southern Blue Ridge.
- Hellbender Pin Enamel pin supporting MountainTrue's Clean Waters program to keep mountain streams cold and clean for Eastern Hellbender habitat.
- Hellbender Beanie Beanie supporting Eastern Hellbender conservation and MountainTrue's Clean Waters program.
- Pirani Hellbender Reusable Cup 16oz reusable cup supporting MountainTrue's Clean Waters program for Eastern Hellbender habitat protection.
- MountainTrue "Save Our Public Lands" Pin Soft enamel pin with rubber backing supporting MountainTrue's resilient forest program and public lands protection efforts.
- MountainStrong Possum Pin Commemorative enamel pin celebrating the resilience of Western North Carolina after Hurricane Helene.
- Stronger than the Storm Commemorative Poster Limited-edition commemorative poster serving as a visual reminder of regional strength and resilience after Hurricane Helene, with proceeds benefiting MountainTrue.
- Appalachian Design Center Community design and rebuilding initiative providing technical assistance to Western North Carolina communities for post-disaster recovery following Hurricane Helene, offering volunteer professional design services for community centers, housing, and public spaces.
- Clean Up WNC Rivers Program Post-Hurricane Helene debris cleanup program employing local workers to remove trash from rivers, lakes, and streamfronts across Western North Carolina, with the program expanded beyond initial disaster response into ongoing watershed restoration.
Quantifiable outcome
- 165 acres of Nantahala National Forest restored with 90-98% removal of invasive species
- +3 more outcomes
Companies that use MountainTrue
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles4 records
MountainTrue technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MountainTrue partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- Southern Environmental Law CentercoreLegal advocacy partner representing MountainTrue and coalition groups in lawsuits against Forest Service over Nantahala-Pisgah Forest Plan violations of the Endangered Species Act.
- Defenders of WildlifecoreConservation coalition partner in lawsuit challenging Forest Service's Nantahala-Pisgah Forest Plan impacts on endangered bats.
- Sierra ClubcoreConservation coalition partner in lawsuit challenging Forest Service's Nantahala-Pisgah Forest Plan impacts on endangered bats.
- Center for Biological DiversitycoreConservation coalition partner in lawsuit challenging Forest Service's Nantahala-Pisgah Forest Plan impacts on endangered bats.
- Waterkeeper AlliancecoreMountainTrue is a proud member of Waterkeeper Alliance, an organization focused on empowering local Waterkeeper organizations to protect water quality. This affiliation connects MountainTrue to a broader global network of water protection advocates.
- Beech Mountain ResortminorLocal business partner supporting MountainTrue's mission and programs through sponsorship and community engagement.
- Wicked Weed BrewingminorLocal brewery partner supporting MountainTrue's conservation work through sponsorship of events and programs.
- American RiverscorePartnered with American Rivers to secure $10 million in state funding for hazardous dam removal following Hurricane Helene damage.
- Pew Charitable TrustscorePartnered with Pew Charitable Trusts to secure $10 million in state funding for hazardous dam removal following Hurricane Helene damage.
- Wine to WatercorePartnered during Hurricane Helene recovery to distribute water filters and well-testing kits to affected communities.
- U.S. Forest ServicecoreLong-standing partnership for nonnative invasive plant management on public lands. MountainTrue has led eight NNIP management initiatives since 2009 through partnerships with USFS.
- U.S. Fish and Wildlife ServicecorePartnership for invasive species management and habitat restoration on conservation lands.
- The Nature ConservancycoreConservation organization partner for habitat restoration and land management initiatives.
- Carolina Mountain Land ConservancycoreLocal land trust partner for conservation easements and land protection efforts.
- Kanuga Conferences, Inc.minorConference center partner for invasive species management on their property.
- Southern Appalachian Highlands ConservancycorePartner for annual BioBlitz citizen science events and land conservation work. SAHC opens preserves to participants for data collection.
- Carolina Native NurserycorePartnership to provide curated selection of native trees, shrubs, and perennials for MountainTrue's seasonal plant sales.
- Nantahala-Pisgah Forest PartnershipcoreCoalition of 27 member and affiliate organizations representing conservation, economic development, forest products, recreation, water, and wildlife interests. MountainTrue is a member and endorsed the Partnership's Forest Plan Alternative.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
MountainTrue competitors and assessment
Company assessmentEmerging players
- Center for Biological Diversity: National biodiversity advocacy organization. MountainTrue is a coalition partner in ESA litigation, making them a directly comparable environmental legal advocacy peer.
- Defenders of Wildlife: National wildlife advocacy organization. MountainTrue is a coalition partner in ESA litigation against the Forest Service, making them a comparable advocacy peer focused on endangered species protection.
Broad incumbents
- The Nature Conservancy: Global land and water conservation organization with active North Carolina chapter. MountainTrue partners with TNC on habitat restoration, making it a directly comparable peer in forest and water protection programming.
- Sierra Club: One of the largest U.S. environmental organizations. MountainTrue is a coalition partner with Sierra Club in federal lawsuits against the Forest Service, making them a directly comparable advocacy peer.
- Waterkeeper Alliance: Global network of Waterkeeper organizations. MountainTrue is a proud member, and the affiliation model is directly comparable as both organizations mobilize local water advocates.
Regional players
- Chattahoochee Riverkeeper: Waterkeeper affiliate protecting Georgia river basins. MountainTrue's regional offices and Waterkeeper Alliance membership make Chattahoochee Riverkeeper a comparable peer in water advocacy and community organizing.
Others
- Southern Environmental Law Center: Regional environmental legal organization. SELC represents MountainTrue in federal lawsuits, making it a directly comparable Southern environmental advocacy organization, though differentiated by its legal-only model.
Direct peers
- Southern Appalachian Highlands Conservancy: Regional land trust operating across the Southern Blue Ridge. MountainTrue partners with SAHC on BioBlitz citizen science events and land conservation, making it the closest regional peer in geography and mission.
- Carolina Mountain Land Conservancy: Regional land trust focused on Western North Carolina conservation easements. MountainTrue partners with CMLC on land protection efforts, making it a direct regional peer.
- American Rivers: National river protection organization. MountainTrue partnered with American Rivers to secure $10M for dam removal after Hurricane Helene, making them a directly comparable water advocacy peer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MountainTrue social profiles
Digital presenceMountainTrue financial estimates
Financial estimateRevenue estimate
Valuation estimate
MountainTrue leadership team
Management profileNumber of profiles
Profiles5 records
MountainTrue subsidiaries and ownership
Company hierarchySubsidiaries1 record
MountainTrue funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MountainTrue M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MountainTrue
What does MountainTrue do?
MountainTrue is a community-powered nonprofit that protects forests, rivers, and communities across the Southern Blue Ridge Mountains through direct conservation work (river cleanups, invasive species removal, habitat restoration), policy and legal advocacy (Endangered Species Act lawsuits, public lands protection), disaster recovery (Hurricane Helene debris cleanup, dam removal, Appalachian Design Center rebuilding), and community engagement (volunteer programs, BioBlitz citizen science, Creation Care Alliance for faith communities). Revenue is generated through individual donations, memberships, event fundraisers, sponsorships, and branded merchandise sales.
Is MountainTrue a public or private company?
MountainTrue is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was MountainTrue founded?
MountainTrue was founded in 2002. It employs 11 to 50 people.
Where is MountainTrue based?
MountainTrue is headquartered in Asheville, United States, in the North America region.
How does MountainTrue make money?
Three revenue lines are on record. Donations and Memberships are the primary driver. The others are merchandise Sales and events and Fundraisers.
Who are MountainTrue's main competitors?
Emerging players on record are Center for Biological Diversity and Defenders of Wildlife. Broad incumbents are The Nature Conservancy, Sierra Club and Waterkeeper Alliance. Chattahoochee Riverkeeper is listed as a regional player. Southern Environmental Law Center is listed as an others. Direct peers are Southern Appalachian Highlands Conservancy, Carolina Mountain Land Conservancy and American Rivers.
Does MountainTrue have an API?
No public API is recorded for MountainTrue.