Terraton wants to be the McDonald’s of biochar

Terraton, a startup, aims to make biochar, a charcoal-like substance derived from organic matter, more accessible and scalable. Biochar has shown promise in various applications, such as soil improvement and carbon sequestration, but its adoption has been limited due to challenges in scaling the technology. Terraton believes that a franchise model, similar to the McDonald's approach, could be the key to unlocking biochar's potential. The company plans to establish a network of small-scale biochar production facilities, which would allow for local production and distribution, reducing the logistical challenges associated with the traditional centralized approach. By making biochar more readily available and affordable, Terraton hopes to drive widespread adoption and contribute to the global effort to mitigate climate change. The company's strategy focuses on making biochar a mainstream solution, much like McDonald's has done with fast food, rather than a niche product.