LoaTree History:

LoaTree’s history is a long and interesting road starting in 2007. After years of working as a professional environmental advocate in policy, politics and community organizing, LoaTree’s Dave Fortson was left pretty dissatisfied with the state of the sustainability movement. Too much fighting, too much negativity, very little momentum, and it wasn’t all that fun. Without many options regionally for an organization or company that fit his vision & personality, Dave set out to create his own company that did.

The seeds of LoaTree were first planted with the idea of creating a company based on the magical attraction people had to Terra Basche (Dave’s wife). Terra was always positive, free, beautiful, and people loved being around her. Dave initially proposed creating a lifestyle company around her called “Living Flavor” that would focus on selling her jewelry and putting on fun events. Dave proposed the idea to Terra and their friends Jen and John. Living Flavor was born. The team put on some fun events and sparked great discussions and exploration.

Living Flavor, while a fun project, was not positioned to be a long-term business at the time but did turn into an important launching point for David to form LoaTree, an eco-lifestyle company savvy in the world of sustainability and movement building but infused with art, entertainment, and community. David finally decided to quit his regular job to pursue LoaTree full-time in 2009.

Out of the gates, LoaTree focused on promoting artists that promoted sustainability through their art. This was the focus until LoaTree landed its first major client helping produce and market the 40th Anniversary Earth Day celebration in Santa Barbara. 2010 Earth Day was major success and helped focus LoaTree on getting back to its roots and strengths.

While art and entertainment remain an important element of the company, LoaTree’s core functions now include working with better world companies and organizations in the areas of marketing, events, business development and community building. Joining Dave and LoaTree as a partner in 2011 is Eric Cardenas, a long time friend and fellow community organizer who brings a wealth of skills to the LoaTree team.

There are still many chapters of LoaTree to be written as our operation and influence expands. We hope you will be part of that story.