Canop

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.

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

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

• Sustainable fiber sourcing
• Forest conservation services
• Supply chain transformation
• Environmental nonprofit advocacy
• Next generation materials

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers19 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

18 partnerships are on record, tiered core and flagship.

• Textile ExchangecoreStrategic or Co-development Partner · 26 May 2026Co-host of MMCF Multi-Stakeholder Forum alongside Canopy, ZDHC, and Forest Stewardship Council ahead of Challenge the Fabric event in Paris.
• ZDHC FoundationcoreStrategic or Co-development Partner · 26 May 2026Co-host of MMCF Multi-Stakeholder Forum alongside Canopy, Textile Exchange, and Forest Stewardship Council, focused on transforming the MMCF industry.
• Forest Stewardship Council (FSC)coreStrategic or Co-development Partner · 26 May 2026Co-host of MMCF Multi-Stakeholder Forum alongside Canopy, Textile Exchange, and ZDHC, working to advance sustainable forest management in supply chains.
• Fashion for GoodcoreStrategic or Co-development Partner · 25 May 2026Non-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.
• ChempoliscoreTechnology or Integration · 25 May 2026Supply chain innovator and manufacturer involved in Project Latvus, developing technologies for converting wheat straw to pulp for viscose and lyocell fiber production.
• TITKcoreTechnology or Integration · 25 May 2026Manufacturer partner in Project Latvus that tested wheat straw pulp for fiber production, reporting confidence in the fiber's potential to scale.
• Textile GenesiscoreTechnology or Integration · 25 May 2026DBL traceability technology provider in Project Latvus enabling supply chain traceability from farm to garment.
• A2P (Agri to Power) EnergycoreStrategic or Co-development Partner · 25 May 2026Wheat straw supplier for Project Latvus, providing agricultural residue as feedstock for Next Gen fiber production.
• ShahicoreTechnology or Integration · 25 May 2026Supply chain manufacturer partner in Project Latvus working on integrated production from farm to garment.
• FilpuccicoreTechnology or Integration · 25 May 2026Supply chain manufacturer partner in Project Latvus working on yarn and fabric production.
• InovafilcoreTechnology or Integration · 25 May 2026Supply chain manufacturer partner in Project Latvus working on yarn production from alternative feedstocks.
• Yee ChaincoreTechnology or Integration · 25 May 2026Supply chain manufacturer partner in Project Latvus contributing to integrated production.
• NO.17 FoundationflagshipStrategic or Co-development Partner · 21 January 2026Co-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) GroupflagshipStrategic or Co-development Partner · 21 January 2026Co-host of Davos forum introducing the $2 Billion USD Investment Blueprint. Partner in the blended finance initiative for Next Gen materials production.
• Finance EarthcoreStrategic or Co-development Partner · 15 January 2026Social 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 GroupcoreStrategic or Co-development Partner · 1 November 2025Member 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 NationscoreStrategic or Co-development PartnerCanopy 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 ColumbiacoreStrategic or Co-development PartnerPartner 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

Direct 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

• Xx.com/canopyplanet
• LinkedInlinkedin.com/company/canopy-not-for-profit
• Facebookfacebook.com/canopyplanet

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Canop