Who are we


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This approach, called “Insetting”, encourages our Partners to integrate social and environmental innovation at the heart of their operations. Our main actions are :

1. Develop: a global network promoting Insetting solutions from farm to plate.
2. Promote: investment in integrated social and environmental projects, leveraging our project experience and network.
3. Educate: on why supporting ecosystems is the best possible investment for current and future generations


PURE”: “Accepting what is, while recognizing anything is possible.”

“PUR PROJET”: “A project that uses creativity and innovation to promote sustainable solutions that advance a common good in the world.”


At PUR Projet, we are driven by strong social and environmental values. Our goal is to support livelihoods amongst the less fortunate and promote the conservation and regeneration of the most endangered species and ecosystems. We believe developing insetting projects with our partners is the most effective way to achieve these goals. PUR Projet aims at empowering local communities involved in our projects. Our most valuable strength is our ability to work in direct partnership with local communities, cooperatives and small-scale farmers. 

At PUR Projet, we strongly believe that Insetting via Agroforestery is the most efficient way to regenerate our planet’s global ecosystem. We are demonstrating, day after day, that engaging in integrated climate action (Insetting) and broader environmental projects, is the best way to benefit local and international stakeholders, as well as ecosystems they depend upon. It also strenghtens the company that engages in these projects, growing its business model more resilient, performant, legitimate and inspiring for others.

Insetting via planting trees leverages the committment of all parties for climate mitigation, as well as countless social and economic benefits.


After founding and developing Alter Eco, the leading organic and fair trade company in France, Tristan Lecomte founded PUR Projet in 2008 with the goal to fight climate change and deforestation via the insetting process. Tristan has received multiple awards and distinctions for his work with both Alter Eco & PUR Projet. In 2008, the World Economic Forum appointed him one of the “Young Global Leaders”. He also became an Ashoka Fellow in 2009 and was named one of the “Most Influential People in the World” in 2010 by the TIME Magazine. Most recently, Tristan was nominated as “Social Entrepreneur of the Year” by the Schwab Foundation, in 2013.