Where we were
The model was still forming.
In 2022 the company (then Reewild) was an early-stage consumer proposition: reward better food and drink choices, based on the impact of what people actually bought. The core belief was already in place — but the tech, the data model and the commercial framing were all still being built.
Selection into Microsoft's AI for Environmental Sustainability Accelerator arrived at exactly that moment. Not participation for participation's sake — validation from Microsoft when the model itself was still forming, and access to some of the strongest AI practitioners in the world to build alongside.
The moment
Companies that can do more, should do more.
"Microsoft's purpose is to find profitable solutions to the problems of people and planet."
— Satya Nadella, CEO, Microsoft
The framing landed. The accelerator was less about a badge and more about how a technology platform of Microsoft's scale thinks about combining commercial and impact — a lens the team has kept ever since. The road-ahead pitch already sketched the platform being built today: partnerships with the retailers, POS platforms, payment networks and CPG brands that touch every consumer transaction.
Nadella keynote — the framing that stuck
Presenting the road ahead · Microsoft Reactor, London
Why it mattered
The first outside signal that the thesis was serious.
Before the pilots, before the payments-network work, before the rebrand — Microsoft was the first major institution to look at the model and say yes, keep going. That mattered internally at a stage where every founder needs one, and it mattered externally: the ecosystem opened faster because Microsoft had validated it first.
