“Sustainable” isn’t enough, not if we’re still poisoning the planet.In this episode, I’m joined by Jonathan Appel, co-founder and CEO of Eden, a company developing regeneration tech that turns pollution into clean fuel, water, and fertiliser - with zero waste.But this conversation goes far beyond the tech.We dig into the real challenges sustainability founders face when trying to scale something meaningful, including:💡 Why “sustainability” is broken - and what should replace it📉 What stops climate tech from scaling, even when the product works🧠 How to lead through pressure, setbacks, and burnout⚡ Why mission-aligned capital matters more than fast capitalIf you’re building a purpose-led business and trying to grow without compromise, this one’s for you.🎙 Hosted by Chris JonesThe Plucky Bamboo Podcast - real stories and strategies behind scaling sustainability-focused businesses.📩 Connect with me on LinkedIn: https://www.linkedin.com/in/chrisg-jones/

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