UPHILL CLIMB
“YOU WANT THE TRUTH? IT’S HOPELESS. IT’S COM-pletely hopeless.” That’s what Patagonia founder and chairman Yvon Chouinard told the L.A. Times about the plight of the earth amid climate change. In 1994. Regardless, Chouinard and his company have spent decades—and millions of dollars—fighting for environmental causes around the world while investing in more sustainable business practices. What’s more, Patagonia has embraced and promoted the B Corporation movement, while Chouinard led such efforts as 1% for the Planet, a collective of companies that pledged to donate 1% of profits to environmental groups and has raised more than $225 million since 2002. Meanwhile, over the past 46 years, Patagonia has become a billion-dollar global brand, making it the ultimate do-good-and-do-well company. ¦ But Chouinard remains unsatisfied. The 81-year-old is more focused than ever on demonstrating, by Patagonia’s example, the lengths a company can go to protect the planet. During a break from fishing near his Wyoming home, Chouinard is both passionate and wry in discussing his business philosophy, what we get wrong about sustainability, why he’s so excited about regenerative agriculture, and Patagonia’s rising political machine.
▸ The secret to fighting climate change
Patagonia is helping to lead the shift to regenerative agriculture, which sequesters carbon rather than producing it. Here’s how it works.
1. Create healthy soil During photosynthesis, plants use solar energy to extract carbohydrate molecules, or sugar, from carbon dioxide. Those carbon-based sugars are extruded from the plant’s roots, feeding bacteria and fungi into the nearby soil. Those microorganisms turn soil minerals into nutrients that feed plants and fight disease.
2. Avoid pesticides To keep the soil as healthy as possible, growers eschew chemicals (akin to organic farming relying instead on natural methods—from hanging lights at night to physically removing and killing insects by hand.
In between
