Image by Vlad Hilitanu

One tree can make a difference...

One billion can create real change...


To partner with UAE governments, companies and communities

to collectively and transparently plant one billion trees by end of 2025.

Together we can help protect our planet for future generations and improve the lives and livelihoods of the communities where we plant trees. 


"The world produces 51 billion tonnes of greenhouse gases every year. Decarbonisation is now one of the biggest challenges facing humanity. To reach zero, we need innovation, collaboration and action. By planting one billion trees we can play our part. Let's do this...together.

Future generations and our planet depend on us."

Karen Storey  

OBTI Founder & Project Director 

When we embarked on The One Billion Tree-Planting Initiative (OBTI) in the UAE, a country where the impossible is possible we also understood the only way to secure meaningful and long term support, we would need to put together a world-class team. A tree-planting dream team that could bring the best minds, the best technology platforms, vetted global NGO tree-planting partners, transparency and HUGE creativity and drive. Only when all of that was in place could we deliver the scale, transparency, engagement, connection and social impact that were non-negotiable for our launch. It was a tall order. After lots of research, numerous collaborative discussions and multiple covid induced zoom calls, we found all of that and so much more!


The end result - some amazing partnerships and the tree-planting dream team are ready!


We are thrilled to announce our partnership with EcoMatcher to harness our shared passion to make a big difference to the climate change crisis. EcoMatcher brings the world's first blockchain-enabled fully integrated digital tree-planting platform which is successfully enabling their ever-growing NGOs, tree-planting partners and customers globally. 

We have also teamed up with Mātiti Group and Mātiti Green a UAE based advisory and sustainability firm who are committed to supporting us to engage, connect and partner with as many local and regional companies to reach our one billion trees target. As a UAE-based company, we also wanted to ensure we can plant trees here and do it sustainably - we've been building those partnerships and will soon be announcing some amazing planting projects rights here in the UAE! 


These partnerships and others in the pipeline will ensure OBTI is the most transparent, sustainable and engaging tree-planting project on the planet!


Our partnership means that together we can now:

  • Identify every tree planted with its unique TreeChain ID geolocation;

  • Travel virtually to each tree from your phone; 

  • Know everything about each tree, such as its species, plant date, farmer and more;

  • Enable tree recipients to chat with each tree;

  • Enable brands to engage employees, customers and suppliers with a host of integrated digital marketing tools;

  • Track carbon impact with easy-to-use dashboards;

  • Help brands to totally integrate tree-planting into their business and brand sustainability story. 

How can you or your organisation get involved? 


Adopt some of our already planted trees for your friends and family and gift those trees. Over time you can add more trees and make a longer-term commitment to offsetting your carbon footprint from air travel, car journeys and more using our EcoMatcher app.


Every tree makes a difference!



Plant a complete forest with a minimum of 1,000 trees. You can name your forest and every tree can be gifted and tracked with EcoMatcher's TreeManager. Plant multiple forests in multiple locations around the world, all managed from one dashboard.


You can show your Global Forest on your website.



Integrate tree-planting into your longer-term road to zero strategy and plans. We can work with you to align your tree planting to your carbon offsetting goals, integrate into your product marketing, customer engagement, and communications plans.


We love daring ambitious targets too!

Imagine all the ways you can now integrate tree-planting into your business...

employee engagement

Imagine...being able to gift your employees a tree as part of your reward and recognition and engagement initiatives.  Imagine the sense of belonging your team will feel as they virtually visit your company forest. Connecting your team to your purpose and sustainability journey just got easier. 

integrate into your

Imagine... being able to seamlessly integrate tree-planting into your e-commerce environment to reward loyalty and enable customers to buy trees and add to your tree-planting initiative. With our woo-commerce, Shopify plug-ins we've got you covered. Showing you are brand that cares and improving online retention and revenue just got easier. 

corporate gifting

Imagine...a world where gifting plastic pens and USB sticks are long gone. Imagine the joy when your customers can virtually visit a tree you have planted for them.  A tree they have for life. Connecting your customers to your sustainability journey just got easier. 

carbon offsetting 

Imagine ...a time when you can be sure of the impact of your tree planting efforts. A time when every tree you plant is captured on the blockchain and you can measure its carbon sequestration from the moment the seedling goes in the ground and track that for the next 10 years! With every tree delivering on average 250kg over the first 10 years of its life, your carbon offsetting just got easier and more transparent. 

Find out more about how EcoMatcher's platform brings scale, engagement, and transparency to the OBTI initiative.  


Where can you plant trees? 

From planting mangroves in the UAE to planting a forest in Uganda, we already have 9 countries where you can plant trees and will add more in 2021. 

Karen Storey

OBTI Founder & Project Director 

Karen is CEO of The Storey Group a UAE based advisory firm spearheading the OBTI campaign on the ground by enabling governments and private sector clients to transparently tackle the climate crisis whilst strengthening connections with their staff, their clients and their wider community. 


The Storey Group will work hand-in-hand with OBTI community to maximise participation, engagement and impact. Karen and the team at The Storey Group can support to help define your internal and external project goals, support in creating engaging campaigns and shape powerful stories around your OBTI involvement. 

Bas Fransen, OBTI Partner &

CEO EcoMatcher 

EcoMatcher was founded by
Bas Fransen in Hong Kong in late 2016.


Bas had a long and successful career in Asia with Philips, IBM and ASML but he wanted to build a legacy that used his technology background to make a difference whilst also building a company.


He is the author of the book ‘Ideas to Fight the Climate Crisis – Sustainable Resolutions for a Business’ and EcoMatcher are featured in the upcoming film ‘The Last Glaciers’ by renowned filmmaker Craig Leeson. EcoMatcher is a Certified Social Enterprise that wants to make the world a better place. 

Charul C Jaitly, OBTI Advisory Board & CEO Mātiti Group

Charul C Jaitly, the Co-Founder and Managing Partner of Mātiti Group. From business inception, she has been committed to ensuring there is a value add in every component of the ecosystem they operate in.  And one of the most important factors in this chain is the environment and natural resources.


It is this mindset, the core values and her unwavering passion to work sustainably, that lead to the creation of Mātiti Green. 

With Mātiti’s mission of being a negative carbon footprint company, Charul and the leadership at Mātiti are delighted to be walking the talk together with OBTI in delivering the one billion trees to the world, and setting the right examples for change.

Mātiti Green Logo White BG.png
Image by Allain Siddiqui


we can make a difference!

One tree at a time...

Would you like to know more? 

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© 2021 The Storey Group DWC LLC  I  Dubai I  United Arab Emirates