Met at the Nobel Sustainability Trust summit, Berkeley, November 2024 — EP3 Sustainability Fellow, SMI's chairman for Latin America, and the door to Terra Carta
This is Jonathan Hare's account, with its provenance shown. The person or organization named has not yet claimed or corrected it.
Founder of Pro Natura (1985) and co-founder of Terra Capital (1994), the first venture fund dedicated to private-sector biodiversity businesses; a physician by training, an Olympic rower for Brazil, and a board member of the Human Needs Project — the public record, at web grade, from the HNP team page. In this record he is the counterparty of the Lōkahi Sustainable Markets work: the December 15, 2025 session (S-139) is his account, in his own words, of applying the shared-value platform to whole biomes — the Brazilian Minister of Agriculture's decarbonization demand, three hundred thousand coffee producers, Rabobank and NPV-subsidized parametric crop insurance — and of his seat on the steering committee of the Tropical Forest Forever Facility with the World Bank and the IFC.
How they know each other, in Jonathan Hare's words (S-179): they met at the Nobel Sustainability Trust summit at UC Berkeley in November 2024 — the one where, by his account to Jeff Weiss, he sat at Ed Russo's table (S-141). Marcelo is an EP3 Sustainability Fellow. It was Marcelo who introduced him to King Charles's Sustainable Markets Initiative — the home of the Terra Carta and the Astra Carta — of which Marcelo is Chairman for Latin America, among many affiliations. That introduction is the seam between this page and the record's Terra Carta / Half-Earth outreach package in the Library: the Initiative is the institution the package addresses, and Marcelo is how the record reached it.
Hare's reply in that session is the architecture's answer to blended finance: whatever they have, it can be linked; data is one resource among many — the right to rely on a contract, the right to use an algorithm's output are resources too — and the trades that matter are the ones that put healthcare intelligence and education in front of the truck driver in the Amazon at near-zero marginal cost. The next day, to Jeff Weiss (S-141), Hare's assessment was that of the people in play on this ground Marcelo is the one with real scale, that he thinks big where most go small, that the TFFF was one of the few real things to come out of COP, and that the Nobel Sustainability Trust and the Sustainable Markets Initiative run through him. Hare characterizes those conversations as not a negotiation but a gift (S-177).
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'I met Marcelo at the Nobel Sustainability Trust summit at UC Berkeley in November 2024… He introduced me King Charles Sustainable Markets Initiative, which has Terra Carta and Astra Carta. Marcelo is the Chairman of Latin American for SMI, and has many affiliations.' As written.
'We are applying the shared value platform to sustain biomes at scale.' Coffee first — three hundred thousand producers — with Rabobank subsidizing parametric insurance off net present value; the TFFF as a $125 billion blended-finance facility where misuse or deforestation carries a very high penalty. Hare: 'Whatever they have, we can link it. Our stuff will make it far more efficient.'
Walking Weiss through the previous day's session: the Nobel Sustainability Trust summit the November before — UC Berkeley, by his later statement (S-179); the transcript also speaks of Miami — Ed Russo at his table, the Trust's next gathering in Doha; the Sustainable Markets Initiative — 'Marcello knows him' — and the TFFF as one of the three real things out of COP. 'As I always suspected, Marcel is the guy with the real scale.' The spellings are the transcript's; the man is one.
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Founded by the King as Prince of Wales; home of the Terra Carta and the Astra Carta; Marcelo de Andrade chairs it for Latin America
Open →where they met, November 2024San Francisco with UC Berkeley, November 2024; Miami, 5 December 2025; Doha next — the sustainability-finance room the record's Sustainable Markets work runs through
Open →EP3 Sustainability FellowFounding chair Jack Lewin; founding board member Jim Routh; the fiscal home of the Nature & Humanity program giving
Open →the Sustainable Markets Accelerator counterpartyHealthcare, Brazilian agritech, and the TFFF
Open →steering committeeA $125bn instrument for pricing standing forest
Open →in the room, December 2025In the strategy sessions, on the MD Portals thread; the fuller account is the ask
Open →briefed on him the next dayThe Wallenberg route
Open →the same table, the same photographsEnvironmental consultant to Trump for two decades; chair of a federal environmental task force; keynote for the President at the Trust's Miami summit, December 2025 — 'a legit environmentalist,' in Hare's words
Open →Fellow — three acceleratorsPeter Knez, Marcelo de Andrade, Karla Brollier, Michael McCord, Nancy Watkins, Jeff Weiss, Ed Barbier, Mathis Wackernagel, Paula Ehrlich, Emily Weeks — the Sustainability Fellows of the QPN accelerators site
Open →agreed to the Trust togetherPresident and CEO, E. O. Wilson Biodiversity Foundation; EP3 Sustainability Fellow; agreed to participate in the EP3 Nature and Humanity Trust initiative
Open →the slot that became Hare'sVelveteen Ventures principal investor, climate; Alaska Native advocate for indigenous peoples; a career in sustainability, impact ventures and climate — Al Gore, the UN, Patagonia; EP3 Sustainability Fellow
Open →Everything above is a distillation. The primary source is published in full, so that any claim on this page can be walked back to what was actually said — and where the two differ, the source governs.
The account this page was distilled from, preserved as dictated.
Read the source →Primary source · S-141The account this page was distilled from, preserved as dictated.
Read the source →Primary source · S-167The account this page was distilled from, preserved as dictated.
Read the source →Primary source · S-177The account this page was distilled from, preserved as dictated.
Read the source →Primary source · S-179The account this page was distilled from, preserved as dictated.
Read the source →Primary source · S-188The account this page was distilled from, preserved as dictated.
Read the source →This record is not biography attached to a technical claim. Each runs into the other: the experiences below produced the mechanisms, and the mechanisms are what those experiences turned out to require.
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Open the explainer →Consilient Innovators NetworkThe mechanism, set out in full with the condition that would defeat it.
Open the explainer →Quantum Adaptive Systems TheoryThe mechanism, set out in full with the condition that would defeat it.
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