CC BY 4.0Wilke, ClaudiaMeneses Ramírez, SantiagoSantiagoMeneses Ramírez2025-01-132025-01-132024https://doi.org/10.24406/publica-3318https://publica.fraunhofer.de/handle/publica/47054510.24406/publica-3318With editorial contributions from Claudia Wilke Being an "early adapter" of sustainability in Colombia, the second most biodiverse country in the world, seems easy in the 21st century. Nothing could be further from the truth. Treeoma's case is one that is being built in real time. We are part of that generation that believes that the best way to impact the world is by creating new scenarios where entrepreneurship and innovation lead social transformations. However, we understand that it is a process that takes time and requires experience that is gained by overcoming challenges and frustrations. This chapter is dedicated narrating the process of almost 3 years, discussing about the current challenges and the near future we face as an emerging company of reforestation and regeneration. Treeoma (formerly BIOMMA) is a company whose purpose is to link products and services of other companies with the regeneration of native tropical forests in the coffee-growing region of Colombia. We create forests as part of the sustainability strategy of companies of any size. The project is exercised around what we believe to be the first link in the current economic model: The transaction. Our objective is to link every transaction that exists in the economy with the planting of forests. We understand the opportunity and the pain of entrepreneurs and businessmen to generate tangible, measurable, visible and real strategies that result in an added value proposition for clients, investors and collaborators. We form a company that allows to adapt regeneration and reforestation in an easy way for one of the most important actors of the economic model: The company. The idea of being able to help various actors of a current consumerist system, which denies the planetary limits, to be part of the change with actions that have a direct impact on the climate crisis.enbook article