From Treehugger founder Graham Hill

We suspected that at a certain point in TreeHugger’s life that we would need to attract significant investment or partner up with a large media organization if we were to really take our message to the masses and fulfill our mission. Over the last year, we were approached by over 15 large companies interested in playing this role. We had many conversations and concluded that we needed a partner with a sizeable, international audience, a kindred brand and a high level commitment philosophically and financially to green.