Canop
Canopy is a Vancouver-based international environmental non-profit that partners with 950+ global brands to eliminate Ancient and Endangered Forests from textile, paper, and packaging supply chains, operating campaigns like CanopyStyle and Pack4Good alongside proprietary assessment tools such as the Hot Button Report and ForestMapper.
- Company typePrivate
- Founded2000
- HeadquartersVancouver, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Canop does
Canopy is an international environmental non-profit organization founded circa 2000 and headquartered in Vancouver, Canada, with a secondary office in Toronto. Its mission is to protect the world's Ancient and Endangered Forests by transforming the supply chains that drive forest loss in packaging, paper, and textiles. Canopy operates three flagship campaigns — CanopyStyle (fashion/MMCF), Pack4Good (paper packaging), and Paper Futures (publishing) — alongside a portfolio of proprietary assessment tools including the Hot Button Report (annual ratings covering ~97.5% of global MMCF production), ForestMapper (geospatial risk mapping of ancient and endangered forests), the EcoPaper Database (the world's largest directory of high-recycled-content and Next Gen papers and packaging), and the Audit Guidelines and Framework for MMCF producer verification. The organization also curates the Next Gen Solutions portfolio aimed at scaling 60 million tonnes of alternative-fiber production capacity by 2033.
The organization's business model is non-profit philanthropy rather than software or services revenue: Canopy does not charge brand partners for its assessment, mapping, or campaign services, and explicitly declines donations from corporate partners or governments. It is funded by individuals and foundations (with the website powered by Fundraise Up). Direct enterprise engagement with over 950 brand partners (representing $2.1 trillion in combined annual revenue across H&M, Inditex/Zara, Uniqlo, Walmart, LVMH, Penguin Random House, Ben & Jerry's, Flipkart, Adidas, Burberry, Balenciaga, ASOS, Hugo Boss, Veuve Clicquot, and others) creates collective procurement pressure that influences MMCF producers (89% of viscose producers now aligned with CanopyStyle sourcing policies). The go-to-market blends direct sales-style partnership engagement, community-led coalition building, and event-driven amplification (Challenge the Fabric, MMCF Multi-Stakeholder Forum with Textile Exchange/ZDHC/FSC, Davos forums).
Canopy has expanded globally to staff on four continents, added an India Country Director role, and in 2026 launched a $2 billion USD blended-finance investment blueprint (initially India-focused) as well as Project Latvus, a multi-stakeholder pilot demonstrating wheat-straw-based lyocell and viscose fiber production as an alternative to wood pulp. Founder and Executive Director Nicole Rycroft leads the organization, supported by an executive team with heads of Impact, Operations & Finance, Culture & Engagement, and Executive Relations.
Canop firmographics
Firmographics- Name
- Canop
- Legal name
- Canopy
- Website
- https://canopyplanet.org
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Canopy is a Vancouver-based international environmental non-profit that partners with 950+ global brands to eliminate Ancient and Endangered Forests from textile, paper, and packaging supply chains, operating campaigns like CanopyStyle and Pack4Good alongside proprietary assessment tools such as the Hot Button Report and ForestMapper.
- Ownership category
- akta.pro rank
Canop industry classification
Industry- Product category
- Environmental Conservation Services
- NAICS
- Support Activities for Forestry (1153), Support Activities for Forestry (115310), Support Activities for Forestry (11531)
- SIC
- Forestry (800)
- akta.pro primary industry
- Forestry & Reforestation (BPAGAGAD)
- akta.pro secondary industries
- Carbon Accounting, Verification & Registry Services (MRV, Audits, Certification) (IMAMAJAE), Sustainable Forest Certification & Chain-of-Custody Services (FSC/PEFC/SFI) (IMAMAJAJ)
Keywords
Where Canop is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Canop business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Individual and Foundation Donations: Canopy relies on individuals and foundations to fund their forest-saving work. They do not accept donations from corporate partners or governments. Donations help replace outdated extractive supply chains with innovative Next Gen Solutions.
- Partnership Services (Free): Canopy provides free services to brand partners including supply chain transformation, sustainable procurement policy implementation, and access to tools and resources at no cost. This creates value that attracts partners while the non-profit is funded externally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Free partnership program for brands |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Canop product offering
Product offeringCore offering
Canopy is an environmental non-profit that recruits enterprise brand partners (fashion retailers, paper packaging users, publishers, MMCF producers) to commit to eliminating Ancient and Endangered Forests from their supply chains and transitioning to Next Gen alternative fibers. It provides these partners with free supply-chain transformation support, benchmarking tools (Hot Button Report, ForestMapper, EcoPaper Database), and convening platforms (CanopyStyle, Pack4Good, Paper Futures), funded entirely by individual donations and foundation grants.
Product overview
Canopy is a solutions-driven environmental non-profit organization (not a software product company) that operates a portfolio of conservation campaigns, assessment tools, and data platforms. The core offerings include three main campaigns: CanopyStyle (for fashion/textiles), Pack4Good (for packaging), and Paper Futures (for publishing/paper). Key supporting tools include the Hot Button Report (producer ratings for MMCF), EcoPaper Database (eco paper/packaging directory), Forest Mapper (geospatial risk mapping), and the Audit Guidelines and Framework (supply chain verification). Canopy also publishes the Next Gen Solutions portfolio of alternative feedstocks and the Next Gen Now Map showing global production capacity. These offerings work together to transform supply chains from forest-dependent to Next Gen alternatives. The organization does not sell software products but provides free tools and resources funded by foundations and donors.
Differentiator
Problem solved
Functional benefit
Brands
- CanopyStyle: Initiative bringing together fashion's most progressive players to keep Ancient and Endangered Forests out of fabrics like rayon and viscose.
- Pack4Good
- Next Gen Solutions
- Hot Button Report
Products and services
- Hot Button Report Annual assessment tool that rates the world's MMCF (viscose/rayon) producers on their progress eliminating Ancient and Endangered Forests from supply and on Next Gen innovation, using Green, Partial Dark Green, Dark Green, Yellow, and Red shirt ratings. Covers 97.5% of global MMCF production and serves as the primary MMCF sourcing analysis tool for the fashion sector.
- Forest Mapper First-of-its-kind geospatial mapping tool that incorporates scientific expert data to help companies identify ancient and endangered forest sourcing risk and transition to more sustainable fiber supply chains. Visually represents ancient and endangered forests at a global scale across forests, species, carbon, and landscapes.
- EcoPaper Database The world's largest database of high-recycled-content and Next Gen paper and paper packaging. A regularly updated directory of leading eco papers and paper packaging currently available around the world for brands transitioning away from primary forest fiber.
- Audit Guidelines and Framework Robust audit guidelines and verification framework tailored for MMCF producers, including an Ancient and Endangered Forest Risk Assessment Verification Process, Key Performance Indicators, and criteria for Third-Party Verification Audit of producer claims.
- Next Gen Now Map Interactive map that quantifies how catalyzing 60 million tonnes of Next Gen alternatives by 2033 reduces GHG emissions, diverts waste from agriculture, creates jobs, and keeps vital forests out of paper, packaging, and textiles.
- Next Gen Solution Providers Directory Directory of innovator companies that have developed technologies and processes enabling production of MMCF, paper, and packaging from alternative (non-wood) fibers, including commercially available MMCF producers, innovators, and feedstock processing companies.
Quantifiable outcome
- 16.6 million hectares of Ancient and Endangered Forests protected in Indonesia, Canada's Boreal Forest, and North America's Temperate Rainforests
- +4 more outcomes
Companies that use Canop
Customer profileNamed customers19 records
Segments5 records
Ideal customer profiles3 records
Canop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Canop partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and flagship.
- Textile ExchangecoreCo-host of MMCF Multi-Stakeholder Forum alongside Canopy, ZDHC, and Forest Stewardship Council ahead of Challenge the Fabric event in Paris.
- ZDHC FoundationcoreCo-host of MMCF Multi-Stakeholder Forum alongside Canopy, Textile Exchange, and Forest Stewardship Council, focused on transforming the MMCF industry.
- Forest Stewardship Council (FSC)coreCo-host of MMCF Multi-Stakeholder Forum alongside Canopy, Textile Exchange, and ZDHC, working to advance sustainable forest management in supply chains.
- Fashion for GoodcoreNon-profit partner co-leading Project Latvus with Canopy, a pilot testing wheat straw as fashion fiber to replace wood pulp in viscose and lyocell production.
- ChempoliscoreSupply chain innovator and manufacturer involved in Project Latvus, developing technologies for converting wheat straw to pulp for viscose and lyocell fiber production.
- TITKcoreManufacturer partner in Project Latvus that tested wheat straw pulp for fiber production, reporting confidence in the fiber's potential to scale.
- Textile GenesiscoreDBL traceability technology provider in Project Latvus enabling supply chain traceability from farm to garment.
- A2P (Agri to Power) EnergycoreWheat straw supplier for Project Latvus, providing agricultural residue as feedstock for Next Gen fiber production.
- ShahicoreSupply chain manufacturer partner in Project Latvus working on integrated production from farm to garment.
- FilpuccicoreSupply chain manufacturer partner in Project Latvus working on yarn and fabric production.
- InovafilcoreSupply chain manufacturer partner in Project Latvus working on yarn production from alternative feedstocks.
- Yee ChaincoreSupply chain manufacturer partner in Project Latvus contributing to integrated production.
- NO.17 FoundationflagshipCo-host of Davos forum introducing the $2 Billion USD Investment Blueprint for Next Gen materials. Partner in designing the blended finance platform.
- Tsao Pao Chee (TPC) GroupflagshipCo-host of Davos forum introducing the $2 Billion USD Investment Blueprint. Partner in the blended finance initiative for Next Gen materials production.
- Finance EarthcoreSocial enterprise specializing in investment analysis and design for nature, climate and communities. Co-developed the Paper Thin Comfort issue brief on wood fiber supply chain risks.
- Vanity GroupcoreMember of La Bottega Collective, largest company in Canopy's beauty and personal care cohort. Committed to eliminating Ancient and Endangered Forests from paper packaging supply chains and accelerating shift to lower-impact alternatives. Supplies luxury personal care to over 10,000 hotels worldwide.
- Indigenous Communities and First NationscoreCanopy works with Indigenous and traditional forest community leaders who build conservation-based economies that protect forests and support local people. Includes Cree Nation, First Nations in British Columbia, and communities in Indonesia.
- Government of British ColumbiacorePartner in the Great Bear Rainforest Protection Agreement alongside First Nations and environmental groups, establishing one of the most comprehensive protection agreements in the world.
Scale indicators14 records
Recent moves6 records
Expansion highlights6 records
Canop competitors and assessment
Company assessmentDirect peers
- Forest Stewardship Council (FSC): Global non-profit that sets sustainable forest management standards and certifies supply chains through chain-of-custody. Directly comparable as a forest-focused non-profit running certification, verification frameworks, and brand engagement that overlaps Canopy's audit guidelines and Pack4Good mission.
- Textile Exchange: Non-profit driving preferred fiber and material adoption in the textile industry through standards and benchmarking. Closely comparable to Canopy as a co-host of the MMCF Multi-Stakeholder Forum, serving overlapping fashion-brand customers on sustainable fiber sourcing and Next Gen materials.
- ZDHC Foundation: Non-profit convening apparel and footwear brands and suppliers on chemical management and sustainable supply chains. Comparable because it co-hosts forums with Canopy, operates a brand-led collective-action model, and serves fashion industry customers focused on supply-chain transformation.
- Rainforest Alliance: International non-profit working at the intersection of sustainable forestry, agriculture, and supply-chain certification. Comparable to Canopy's forest conservation and brand-partner engagement model, though operating more broadly across commodities including coffee and cocoa.
- RSPO (Roundtable on Sustainable Palm Oil): Multi-stakeholder non-profit setting standards for sustainable palm oil through a similar brand-supplier collective-action model. Comparable to Canopy because it uses a hot-button-style rating system, certified supply chain, and producer engagement to transform a forest-impact commodity.
- PEFC (Programme for the Endorsement of Forest Certification): International non-profit that endorses national forest certification systems and is co-host to Canopy in MMCF forums. Comparable as a forest certification and chain-of-custody body serving brand customers seeking verifiable sustainable fiber sourcing.
- Fashion for Good: Non-profit platform that convenes apparel brands and innovators to scale sustainable fashion technologies. Comparable to Canopy as a direct partner on Project Latvus wheat-straw pilot, sharing the Next Gen fiber agenda and targeting the same fashion-brand partners.
Broad incumbents
- CDP (Carbon Disclosure Project): Global non-profit running a corporate environmental disclosure system used by thousands of companies for climate, water, and forests. Comparable to Canopy because it convenes large brand partners, runs scoring/rating systems, and drives procurement-side transparency in forest-impact supply chains.
- WWF (World Wildlife Fund): Global environmental non-profit with significant forest conservation and brand-engagement programs. Comparable as a large, well-funded forest-focused NGO working with corporates on sustainable supply chains, though much broader in scope than Canopy.
Regional players
- Ethical Trading Initiative (ETI): Alliance of companies, trade unions, and NGOs promoting ethical supply chains, primarily in UK and European markets. Comparable to Canopy's collective-action model with brand partners but focuses on labor rights rather than forest fiber sourcing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Canop social profiles
Digital presenceCanop financial estimates
Financial estimateRevenue estimate
Valuation estimate
Canop leadership team
Management profileNumber of profiles
Profiles11 records
Canop funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Canop 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 Canop
What does Canop do?
Canopy is an environmental non-profit that recruits enterprise brand partners (fashion retailers, paper packaging users, publishers, MMCF producers) to commit to eliminating Ancient and Endangered Forests from their supply chains and transitioning to Next Gen alternative fibers. It provides these partners with free supply-chain transformation support, benchmarking tools (Hot Button Report, ForestMapper, EcoPaper Database), and convening platforms (CanopyStyle, Pack4Good, Paper Futures), funded entirely by individual donations and foundation grants.
Is Canop a public or private company?
Canop is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Canop founded?
Canop was founded in 2000. It employs 11 to 50 people.
Where is Canop based?
Canop is headquartered in Vancouver, Canada, in the North America region.
How does Canop make money?
Two revenue lines are on record. Individual and Foundation Donations are the primary driver. The others are partnership Services (Free).
Who are Canop's main competitors?
Direct peers on record are Forest Stewardship Council (FSC), Textile Exchange, ZDHC Foundation, Rainforest Alliance, RSPO (Roundtable on Sustainable Palm Oil), PEFC (Programme for the Endorsement of Forest Certification) and Fashion for Good. Broad incumbents are CDP (Carbon Disclosure Project) and WWF (World Wildlife Fund). Ethical Trading Initiative (ETI) is listed as a regional player.
Does Canop have an API?
No public API is recorded for Canop.
What industry is Canop in?
Canop's product category is Environmental Conservation Services. Its primary akta.pro industry code is BPAGAGAD, Forestry & Reforestation, with a secondary code of IMAMAJAE, Carbon Accounting, Verification & Registry Services (MRV, Audits, Certification). Its NAICS code is 1153 and its SIC code is 800.