What Greenpop does

Greenpop is a South African non-profit company and registered Public Benefit Organisation (The Greenpop Foundation NPC, PBO #930050622) founded in 2010 in Cape Town by Misha Teasdale, Lauren Teasdale and Jeremy Hewitt (musician Jeremy Loops). It operates an integrated ecosystem-restoration and environmental-education model spanning four programme areas: landscape restoration, urban greening (Living Landscapes), environmental education, and sustainable eventing (Reforest Fest, Greenpop Gala). Its work spans South Africa, Zambia, Malawi and Kenya, delivered through 23 core projects with reported cumulative impact of 165 hectares under restoration, 500 urban community spaces greened, 100,000 people educated directly and 10 million reached through campaigns.

The organisation runs a portfolio of products including a tree-gifting programme (approximately R150 per tree) on a dedicated donation platform, an Environmental Education framework grounded in Monroe, Andrews and Biedenweg (2007), the Museum of Plastic 2121 VR experience, and the 2025-launched We Are Nature Youth Biodiversity Challenge featuring a Nature Buddy WhatsApp chatbot co-designed with UNEP and supported by the Captain Planet Foundation. Operational technology includes GIS and drone monitoring for restoration sites, a WhatsApp chatbot for youth engagement, and standard web-based donation infrastructure with PayPal, SnapScan and Payfast payment integrations.

Greenpop's revenue model is diversified across individual donations (once-off and monthly, presets from R100), tree gifting, tiered corporate partnerships (from R450/month to bespoke multi-year project patrons), event revenue from Reforest Fest and the 160-guest Greenpop Gala (R2,250–R2,750 per seat), sustainability consulting, garden-day team-building experiences, and third-party fundraising through the GivenGain platform. Section 18A tax certificates and Level 1 B-BBEE status make corporate contributions tax-deductible and qualifying as SED spend. The organisation is verified by UNCCD, UN Decade on Ecosystem Restoration, 1% for the Planet and Mongabay, and is funded entirely through donations, partnerships, events and grants with no disclosed institutional investment.

Name

Greenpop

Legal name

The Greenpop Foundation NPC

Website

https://greenpop.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenpop is a Cape Town-based non-profit founded in 2010 that restores landscapes, greens urban communities, runs environmental education programmes, and hosts sustainable events across Sub-Saharan Africa, funded by individual donations, corporate partnerships, and flagship events.

Ownership category

akta.pro rank

Product category

Environmental Conservation Services

NAICS

Civic and Social Organizations (81341), Nature Parks and Other Similar Institutions (71219), Social Advocacy Organizations (8133), Landscaping Services (561730)

SIC

Services-Social Services (8300), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Environmental Education, Capacity Building & Community Engagement (BPADALAO)

akta.pro secondary industries

Sustainable Cities, Urban Development & Green Infrastructure (BPADALAL), Environmental Education & Outreach (BPAGAGAH), Sustainable Agriculture & Food Systems (BPAGAGAI)

Keywords

• Ecosystem restoration services
• Tree planting programs
• Environmental education
• Urban greening solutions
• Corporate sustainability partnerships

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Once-off and monthly donations from individual supporters. Monthly donation options start at R100, with preset amounts of R100, R300, R500, R1000, and custom amounts. Donors receive Section 18A tax certificates.
2. Tree Gifting Program: Individuals can sponsor trees to be planted in reforestation projects across Southern Africa and receive a personalized donation certificate. Trees are priced at approximately R150 per tree including planting and management.
3. Corporate Partnerships: Tiered corporate partnership programs including monthly donors (from R450/month), brand partners (from R2,250/month or R25,000/year), in-kind donors (goods/services), and project patrons (bespoke multi-year flagship projects).
4. Event Revenue: Revenue from Reforest Fest tickets and the annual Greenpop Gala. The Gala 2026 charges R2,250 per seat for full tables (12-14 seater) and R2,750 per individual seat, with the event limited to 160 guests.
5. Consulting Services: Tailored consulting services for companies and organizations including restoration and carbon projects, landscape architecture and urban greening, education and awareness campaigns, and sustainable eventing.
6. Fundraising: Third-party fundraising platform (GivenGain) enabling individuals to raise funds for Greenpop through personal challenges, events, birthdays, and campaigns.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Greenpop is a registered non-profit organization that restores degraded landscapes and urban green spaces across Southern Africa through funded tree-planting and reforestation projects. It also delivers environmental education programmes (including a WhatsApp chatbot and VR museum experience) and runs flagship events such as Reforest Fest and the annual Greenpop Gala. Corporate clients are served through tiered partnership programmes, sustainability consulting, and team-building garden days.

Product overview

Greenpop is a non-profit environmental organization offering a portfolio of interconnected products and services focused on ecosystem restoration and environmental education across Southern Africa. The core offerings include tree planting programs (with a dedicated donation platform for sponsored trees), large-scale landscape restoration, urban greening through the Living Landscapes project, and flagship events including the annual Greenpop Gala and Reforest Fest festival. Educational products include the We Are Nature Youth Biodiversity Challenge (WhatsApp chatbot), Museum of Plastic 2121 (VR experience), and the historic Cool as Folk concert series. For corporate partners, Greenpop provides tiered partnership programs (monthly donors, brand partners, in-kind donors, project patrons), sustainability consulting, team-building garden days, and individual fundraising tools. All offerings interlock to create a comprehensive ecosystem of environmental action, from direct tree planting to education, community engagement, and B2B sustainability partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• We Are Nature: A pioneering environmental education initiative co-designed with youth, featuring Nature Buddy WhatsApp chatbot that empowers young people in South Africa and Kenya to take the lead in biodiversity action.
• Reforest Fest
• Living Landscapes
• Museum of Plastic 2121

Products and services

• Tree Planting/Gifting Sponsorship program allowing individuals and corporate donors to fund trees to be planted in reforestation projects across Southern Africa, with personalized donation certificates.
• Landscape Restoration Flagship initiative restoring natural areas, supporting biodiversity and enhancing ecosystem health across Southern Africa.
• Urban Greening (Living Landscapes) Transforms under-greened urban spaces into sustainable green zones that uplift communities, boost biodiversity, and improve urban resilience. Includes garden days and workshop experiences.
• Reforest Fest Africa's most sustainable festival combining tree planting, music, camping, and community engagement.
• Greenpop Gala Annual fundraising gala celebrating restoration achievements. Features live auctions with art, furniture, and travel experiences. The 2026 Gala marks 15 years of restoration and is limited to 160 guests.
• We Are Nature: Youth Biodiversity Challenge Pioneering environmental education initiative co-designed with youth, featuring Nature Buddy WhatsApp chatbot for gamified biodiversity action, empowering young people in South Africa and Kenya to take the lead in biodiversity action.
• Museum of Plastic 2121 Virtual reality museum experience set in a future without single-use plastics, blending technology with environmental murals to allow users to explore a world where humanity successfully restored environmental balance.
• Corporate Partnerships Tiered partnership programmes for companies including monthly donors (from R450/month), brand partners (from R2,250/month or R25,000/year), in-kind donors, and project patrons with bespoke multi-year flagship greening projects.
• Sustainability Consulting Tailored consulting services for companies and organisations covering restoration and carbon projects, landscape architecture and urban greening, education and awareness campaigns, and sustainable eventing.
• Team Building and Garden Days Corporate team-building experiences involving hands-on gardening, ecosystem education, and community connection at beneficiary sites in Cape Town and Johannesburg.
• Fundraising Platform Individual fundraising tools integrated with the GivenGain platform that allow supporters to raise money for Greenpop through personal challenges, celebrations, birthdays, or hosted events.

Quantifiable outcome

• 165 hectares brought under restoration
• +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

Integration3 records

AI capability2 records

Feature2 records

Partnerships

29 partnerships are on record, tiered core, minor and flagship.

• World Wildlife Fund (WWF) South AfricacoreStrategic or Co-development PartnerWWF South Africa is listed as a donor and partner, with their logo featured on the Greenpop website. The partnership supports shared environmental goals around conservation and restoration.
• IUCNcoreStrategic or Co-development PartnerInternational Union for Conservation of Nature partnership supporting global biodiversity and conservation efforts.
• UN Environment South AfricacoreStrategic or Co-development PartnerPartnership with United Nations Environment Programme South Africa office for collaborative environmental initiatives.
• UNEP (United Nations Environment Programme)coreStrategic or Co-development PartnerCo-design partner for the We Are Nature: Youth Biodiversity Challenge initiative, with Greenpop collaborating with UNEP and supported by Captain Planet Foundation to bridge digital engagement and ecological restoration.
• UNCCDcoreStrategic or Co-development PartnerVerified organization under the United Nations Convention to Combat Desertification, participating in the global Generation Restoration movement.
• 1% for the PlanetcoreStrategic or Co-development PartnerVetted environmental partner enabling businesses to contribute 1% of sales to Greenpop through the organization's directory.
• Captain Planet FoundationminorStrategic or Co-development PartnerSupporter of the We Are Nature Youth Biodiversity Challenge initiative alongside UNEP.
• Boschendal Wine EstateflagshipGTM or Marketing PartnerLead sponsor of the Greenpop Gala 2026, hosting the event at The Olive Press venue. Provides WWF Conservation Champion certified wines and Soil-to-Fork menu for the gala.
• Everard Read FranschhoekflagshipGTM or Marketing PartnerLead sponsor and art partner for the 2026 Gala, curating the Art for a Living Legacy collection with Lulu Read.
• Rovos RailminorGTM or Marketing PartnerLuxury rail travel partner contributing the Rovos Rail Whiskey Safari experience to the Gala auction collection.
• HoutlanderminorGTM or Marketing PartnerDesign partner for the Seats of Stewardship collection, contributing functional art pieces to the Gala auction.
• African Bush CampsminorGTM or Marketing PartnerSafari partner contributing The African Bush Camps Experience to the Journeys of Impact auction collection.
• BOS Brands (Pty) LtdflagshipGTM or Marketing Partner15-year partnership where every 2,000 BOS drinks sold funds a tree. Co-sponsor of Reforest Fest and participant in annual tree-planting days.
• InvestecminorGTM or Marketing PartnerCorporate partner with team-building and volunteer engagement at Greenpop projects.
• DHLminorGTM or Marketing PartnerCorporate partner in the logistics sector supporting environmental initiatives.
• Go2AfricaminorGTM or Marketing PartnerTravel and tourism corporate partner supporting Greenpop initiatives.
• JungheinrichminorGTM or Marketing PartnerCorporate partner supporting Greenpop environmental projects.
• The Really Great Teacher CompanyminorGTM or Marketing PartnerCorporate partner expressing commitment to be part of the Treevolution.
• Simbavati Lodge CollectionminorGTM or Marketing PartnerSustainable safari lodge partner contributing experiences to the Journeys of Impact auction, including Cederberg Ridge and Timbavati properties.
• GlenmorangieminorGTM or Marketing PartnerWhisky partner contributing Glenmorangie Signet to the Rovos Rail auction lot.
• Derrick Baard (Purespace Design)minorGTM or Marketing PartnerDesign partner contributing the Intersection bench to the Seats of Stewardship collection.
• John BauerminorGTM or Marketing PartnerCeramic artist contributing porcelain inlay work to the Seats of Stewardship collection.
• La ResidenceminorGTM or Marketing PartnerLuxury accommodation partner contributing the Franschhoek Valley Luxury experience to the auction.
• Haute CabrièreminorGTM or Marketing PartnerWine estate partner contributing dining experiences to the Franschhoek Valley Luxury auction lot.
• Reyneke WinesminorGTM or Marketing PartnerBiodynamic wine producer contributing Reyneke Cornerstone Magnum to the Cederberg Sanctuary auction lot.
• Cederberg AfricaminorGTM or Marketing PartnerLuxury safari specialist creating itineraries for auction experiences in the Cederberg.
• Travel DesignerminorGTM or Marketing PartnerBoutique travel operator contributing the Bakkrans Private Wilderness experience to the auction.
• Umlani BushcampminorGTM or Marketing PartnerEco-bush safari camp contributing the Umlani Bushcamp Adventure experience to the auction.
• Sealand GearminorGTM or Marketing PartnerSustainable fashion brand contributing creative masterclass experience and custom Sealand bags to the auction.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• One Tree Planted: Global reforestation non-profit using a similar donation-per-tree model. Closely comparable in transactional giving UX, corporate partnership motion, and focus on tangible tree-planting outcomes.
• Eden Reforestation Projects: Global tree-planting NGO operating in multiple developing countries with an 'employ-to-plant' model. Closely comparable donor-funded restoration and partner-engagement structure, though it operates at much larger global scale.
• Food & Trees for Africa: South African non-profit running tree planting, food garden, and environmental education programmes for over 30 years. Directly comparable in mission, geographic focus, B-BBEE-aligned corporate partnership model, and school/ community greening programmes.
• Trees for the Future: US-based NGO training farmers in sustainable agroforestry across Sub-Saharan Africa. Directly comparable in the Sub-Saharan restoration-and-education remit and donor-supported funding model.
• Justdiggit: African landscape restoration NGO using communications-driven, grassroots re-greening programmes. Comparable in African geographic focus, partnership-driven model, and event-led awareness building.

Broad incumbents

• Conservation International: Global environmental NGO with significant African presence focused on biodiversity and ecosystem restoration. Overlapping mission with Greenpop but vastly larger institutional scope, funding base, and global brand.
• WWF South Africa: Larger, established environmental non-profit covering conservation broadly in South Africa. Greenpop is a listed donor partner; comparable in mission space but operates at much larger institutional scale and broader remit.

Regional players

• Wild Tomorrow Fund: Africa-focused conservation non-profit emphasising landscape and wildlife protection. Comparable in regional African restoration remit and donation-driven model, though concentrated on wildlife reserve protection.
• EarthLanka Foundation: Small community-driven tree planting and restoration NGO operating in South/Southeast Asia with analogous grassroots-and-event-driven fundraising model. Useful geographic counterfactual for the volunteer-plus-corporate partnership restoration archetype.

Emerging players

• Greenpop-equivalent: ReforestAction: European-based reforestation platform enabling companies to fund certified tree-planting projects globally. Comparable in the B2B ESG partnership motion and tree-gifting donation mechanism, though primarily Europe-rooted.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@GreenpopTreevolution
• Facebookfacebook.com/Greenpop
• LinkedInlinkedin.com/company/greenpop
• Instagraminstagram.com/greenpopsa
• Xx.com/Greenpop

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Greenpop