Whole Forest

What Whole Forest does

Whole Forest (legal entity Verdecanandé S.A., formerly EcoMadera) is a vertically integrated sustainable tropical hardwood company founded in 2002 by Peter Pinchot in Cristóbal Colón, Ecuador. The company operates a cradle-to-gate model spanning forest management, wood drying, and product manufacturing across a 50,000-hectare watershed in the Chocó rainforest, with a 125,000-acre biosphere reserve co-developed with Fundación Jocotoco and the Ecuadorian government. Its core technology is a multi-species utilization protocol that harvests 30-50 tropical wood species at a sustainable rate of 2.3-2.5 trees per acre every 20 years, using a proprietary cable-based system that lifts machinery and lumber without building roads or damaging the forest floor. Products are carbon-negative (approximately 400 pounds of CO2 prevented per square foot of flooring), with no-VOC OSMO or Rubio Monocoat finishes, and are FSC-certified (FSC-C217266, obtained April 2026).

The company's commercial portfolio includes flooring, wall tiles (multiple patterns: Brick, Penny, Cell, Chevron, Drip, Cladding, Topo, Cube, Honeycomb), butcher block countertops and bar slabs, commercial tables, residential dining tables, and cutting boards, with retail pricing from $10 product samples to $1,200 dining tables. Manufacturing occurs at a 2017-built Ecuadorian facility, while US distribution and custom fabrication run from a Perkasie, Pennsylvania warehouse housed at partner Cider Press Woodworks. The go-to-market combines direct-to-consumer e-commerce (Shopify storefront, 6-8 week lead times) with an enterprise/specifier motion targeting architects, designers, and builders via AIA, ICFF, and BuildingEnergy Boston trade shows. Customers include Food Co-op Cafe, Sabai Beer, Bandidos del Páramo, Lombardia Residence, ACME Timber Lofts, Cotopaxi Mini House, and the South Side Community Land Trust, spanning hospitality, residential, and nonprofit segments.

Revenue mechanics are entirely transactional one-time purchases with no recurring or subscription component. Headcount is reported as 11-50 (down from 65+ in 2015), and the only disclosed funding events are a 2016 undisclosed round for the Ecuador factory and a $15,000 grant from 3rd Creek Foundation and Beneficial Returns in April 2020. The company is the first private partner of Ecuador's Ministry of Environment under the UN REDD+ Programme, holds academic research partnerships with Tulane University and University of Sussex, and operates as a mission-driven community enterprise with 16 founding community shareholders, a health clinic, scholarship programs, and wages roughly 10x prior local income for forest workers.

Name

Whole Forest

Legal name

Verdecanandé S.A.

Website

https://wholeforest.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Whole Forest (Verdecanandé) is a vertically integrated Ecuador-based manufacturer of carbon-negative tropical hardwood flooring, wall tiles, countertops, tables, and cutting boards, selling direct-to-consumer via Shopify and to architects/designers through US distribution in Pennsylvania.

Ownership category

akta.pro rank

Product category

Sustainable Hardwood Flooring and Architectural Surfaces

NAICS

Sawmills (321113), Timber Tract Operations (11311)

SIC

Sawmills & Planting Mills, General (2421), Forestry (800)

akta.pro primary industry

Hardwood Lumber Sawmills (IMAMABAB)

akta.pro secondary industry

Timber Tract Operations & Forest Ownership (Timberland) (IMAMAAAA)

Keywords

• Sustainable hardwood products
• Carbon-negative flooring
• Tropical wood surfaces
• FSC certified wood
• Architectural wood tiles

Headquarters

HQ city

Perkasie

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardwood Surface Products: Direct sales of carbon-negative wood products including flooring, wall tiles, tables, countertops, and cutting boards. One-time purchase model with no recurring revenue. Products shipped from Ecuador manufacturing facility with 6-8 week lead times.
2. Sample Products: Sale of sample boxes (table, countertop, flooring samples) priced at $10 each to help customers evaluate products before large purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Whole Forest is a vertically integrated sustainable wood products company that manages the full cradle-to-gate process from forest management and wood drying to product manufacturing, producing carbon-negative tropical hardwood surfaces for residential and commercial use. Its product line includes hardwood flooring, decorative wall tiles, butcher block countertops and bar slabs, commercial and residential tables, and cutting boards, all crafted from 30-50 mixed tropical hardwood species harvested sustainably from Ecuador's Chocó rainforest. Products are sold directly to consumers via the Whole Forest e-commerce store and to architects, designers, and hospitality businesses through direct sales and trade show channels.

Product overview

Whole Forest is a vertically integrated sustainable wood products company managing the entire process from forest management to wood drying to product manufacturing. Their product portfolio centers on carbon-negative tropical hardwood architectural surfaces including Flooring (Jungle Mix hardwood flooring), Wall Tiles (multiple patterns including Brick, Penny, Cell, Chevron, Drip, Cladding, Topo, Cube, and Honeycomb designs), Butcher Block Countertops and Bar Slabs, Commercial Tables, Residential Tables (Dining Tables), and Cutting Boards (Standard, Large, Breadboard, Cheese Board). All products are crafted from 30-50 mixed tropical hardwood species harvested sustainably from Ecuador's Chocó rainforest. The company also offers Product Samples as add-on items for customer specification purposes. Whole Forest operates in partnership with Cider Press Woodworks for distribution and custom millwork in Pennsylvania.

Differentiator

Problem solved

Functional benefit

Brands

• Verdecanandé: The legal entity name and Spanish-language brand for the company operating in Ecuador

Products and services

• Flooring Jungle Mix hardwood flooring made from 30-50 mixed tropical hardwood species, designed as a carbon-negative product that lowers the embodied energy of construction projects. Available in natural hardwood colors with optional stains.
• Wall Tiles Decorative wall tiles made from sustainably harvested Ecuadorian wood supporting forest conservation in the Chocó, offered in multiple patterns including Brick, Penny, Cell, Chevron, Drip, Cladding, Topo, Cube, and Honeycomb designs.
• Countertops and Bar Slabs Butcher block countertops made from toxin-free natural materials with a scuff-resistant, no-VOC finish, with customization available for residential and commercial applications.
• Commercial Tables Table tops designed for commercial spaces such as coffee shops and coworking environments, made from exotic tropical hardwoods with soft and sophisticated aesthetics.
• Residential Tables (Dining Table) Handcrafted residential dining tables featuring biophilic design with minimalist aesthetic; includes blackened steel legs, available in multiple plank widths (5/8", 2", 3") with Jungle or Jungle Wild finish options, 36"W x 60"L x 30.5"H, seats 4-6.
• Cutting Boards Reversible cutting boards made from exotic tropical hardwoods with butcher block construction, available in Standard (12" x 16" x 1.5"), Large (15" x 20" x 1.5"), Breadboard (7" x 16" x .75"), and Cheese Board (9" x 12" x .75") sizes, finished with mineral oil for food safety.
• Product Samples Sample boxes for tables, countertops, and flooring that include product catalogs and color swatches; Table Sample Box ($10), Countertop Sample Box ($10), and Flooring Sample (1.5 sq ft, $10) with free shipping.

Quantifiable outcome

• 400 pounds CO2 prevented per square foot of flooring installed
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Cider Press WoodworkscoreStrategic or Co-development Partner · 1 January 2017Custom design and build shop in Quakertown, PA (later Perkasie, PA) providing manufacturing, prototyping, and distribution for Whole Forest products. 10+ year relationship with Brad Sullivan. Whole Forest's Head of Product Development works full-time with their team. Houses state-of-the-art millworking equipment including 5-axis CNC and laser cutter.
• Ecuadorian Ministry of Environment (MAATE)coreStrategic or Co-development PartnerFive-year alliance creating national pilot project to help forest communities conserve forests. Ecuador implementing national policy to control deforestation as part of Paris Climate Accord commitment. Whole Forest was first private company to partner with Ecuadorian government aligned with REDD+.
• UN-REDD ProgrammecoreStrategic or Co-development PartnerUnited Nations partnership supporting developing countries in reducing emissions from deforestation. Part of Paris Climate Agreement implementation.
• Pinchot Institute of ConservationminorStrategic or Co-development PartnerFounded by Gifford Pinchot's legacy, provides conservation expertise and support for sustainable forestry initiatives.
• Fundación de Conservación JocotocominorStrategic or Co-development PartnerBird conservancy partner working to protect habitat of endangered species including the great green macaw. Partner in 125,000-acre biosphere reserve development.
• World Land TrustminorStrategic or Co-development PartnerInternational conservation organization supporting forest protection and biodiversity conservation.
• US Forest ServiceminorStrategic or Co-development PartnerFederal agency providing technical expertise and support for sustainable forestry practices.
• Peace CorpsminorStrategic or Co-development PartnerVolunteer David Smith originally connected Peter Pinchot to Cristóbal Colón community. Peace Corps volunteers established scholarship program for local children.
• Tulane UniversityminorStrategic or Co-development PartnerAcademic research partnership monitoring impacts of forestry activities on habitat quality for birds, amphibians, and primates. Research on coastal spider monkey canopy connectivity.
• University of SussexminorStrategic or Co-development PartnerAcademic research partner studying ecological impacts of sustainable forestry practices in Ecuadorian operations.
• NESEA (Northeast Sustainable Energy Association)minorGTM or Marketing PartnerBuildingEnergy Boston conference partnership for presenting products to sustainable architects, builders, and material suppliers.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Cali Bamboo (Cali Floors): Cali Bamboo (now Cali Floors) sells bamboo, hardwood, and vinyl flooring plus decking direct-to-consumer via e-commerce. Comparable channel (DTC e-commerce), comparable sustainable-surface product mix, and similar architectural/consumer segments.
• EcoTimber: EcoTimber distributes FSC-certified hardwood flooring and specialty wood products with a sustainability mission. Comparable specialty FSC hardwood flooring positioning and architect/designer target market.
• Plyboo (Smith & Fong Company): Smith & Fong manufactures bamboo and hardwood architectural surfaces (flooring, panels, veneer) with FSC-certified and sustainability-focused positioning. Comparable to Whole Forest as a specialty sustainable hardwood/surface brand selling into architect and designer channels.
• Heritage Wide Plank Flooring: Heritage Wide Plank Flooring produces premium engineered hardwood flooring from sustainably sourced domestic and tropical species. Comparable premium hardwood flooring positioning, custom specifications, and trade-channel relationships with architects and designers.
• Lemieux et Cie: Lemieux et Cie crafts handmade wooden furniture and home accessories using reclaimed and sustainably sourced hardwoods. Comparable artisan tropical hardwood table and surface product mix targeting designers and conscious consumers.
• Teragren: Teragren produces bamboo flooring, panels, and countertops marketed on sustainability credentials for residential and commercial projects. Comparable to Whole Forest's premium sustainable surface positioning targeting architects and conscious consumers.

Emerging players

• The Joinery: The Joinery produces FSC-certified hardwood furniture (tables, casegoods) from sustainably managed Oregon forests. Comparable vertical-integration model from forest to finished product and comparable premium hardwood table positioning.

Broad incumbents

• Weyerhaeuser: Weyerhaeuser is one of the world's largest private timberland owners and wood product manufacturers, with FSC-certified forestry operations across millions of acres. Comparable vertical forest-management-to-product model, but at vastly larger scale and broader product portfolio.
• Interface: Interface is a global modular flooring leader with Climate Take Back mission and carbon-negative product lines (Carbon Negative Floors). Competes for the same sustainability-driven architect specifications and LEED-eligible project budgets as Whole Forest.

Others

• CarbonCure Technologies: CarbonCure sells carbon-sequestering concrete technology to the built environment with third-party-verified carbon reduction claims. Comparable carbon-negative building-materials thesis targeting LEED-driven commercial projects, though in concrete rather than hardwood.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/wholeforest
• YouTubeyoutube.com/@wholeforest
• Facebookfacebook.com/wholeforest
• LinkedInlinkedin.com/company/whole-forest
• Instagraminstagram.com/wholeforest
• Pinterestpinterest.com/wholeforest

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds1 record

Investors2 records

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 Whole Forest