Geoffrey is a creative innovator obsessed with sustainable living. With a background in waste reduction education and social/ environmental impact work he realized that the core of the global single-use packaging waste problem is rooted in systemic distribution infrastructure that limits sustainable consumer opportunity. He founded The Aggressive Good (TAG), a company that designs waste out of supply chains with tech driven solutions that transform wasteful food distribution models to make zero-waste supply chains easy, safe, and efficient for suppliers, vendors, and consumers. TAG was a winner of Google’s global single-use plastics challenge in 2023 and is piloting in multiple Google HQ locations. Geoffrey’s goal is to provide inclusive, accessible, user-friendly tools to businesses and citizens that accelerate the shift to sustainable consumption. He lives in Ottawa where he continues to work with the Ottawa Fire Service, enjoys outdoor activities, sustainable home renovation and throwing sticks for his dog Charlie.