UNDO, a pioneering carbon removal startup based in the UK, is on a mission to permanently remove one billion tonnes of carbon dioxide from the atmosphere using enhanced rock weathering (ERW). At a time when the planet faces increasingly severe consequences of climate change, UNDO is positioning itself as a scalable, nature-based solution provider for carbon sequestration. Their approach taps into the natural process of mineral weathering—accelerating it using finely ground basalt rock—to lock away atmospheric CO₂ for millennia.
Key Product Offering: Enhanced Rock Weathering (ERW)
UNDO’s flagship offering is its Enhanced Rock Weathering service, which involves the spreading of crushed basalt rock on agricultural lands. The basalt reacts with atmospheric CO₂ in the presence of rainwater and soil microbes, forming stable carbonates that remain locked in the soil and eventually wash into oceans, permanently storing the carbon.
Key features of the solution:
- Natural and permanent: Utilizes a geochemical process that mimics Earth’s own carbon cycle.
- MRV-backed: Uses Measurement, Reporting, and Verification (MRV) techniques including remote sensing and soil sampling to ensure accuracy.
- Scalable: Can be deployed using existing agricultural infrastructure.
- Co-benefits: Improves soil health, increases crop yields, and reduces acidity.
This solution is positioned as a nature-aligned, science-driven alternative to high-cost Direct Air Capture (DAC) or afforestation projects that face land use limitations.
Case Study: Large-Scale Deployment in the UK
In 2023, UNDO partnered with UK farmers across Scotland and Yorkshire, covering more than 2,000 hectares of farmland. Over 10,000 tonnes of crushed basalt were distributed and applied using regular farm machinery.
Outcomes:
- CO₂ Removal: Over 6,500 tonnes of CO₂ were estimated to be captured within the first year.
- Farmer Benefits: Participating farmers reported improvements in soil pH, reduced need for lime, and early indicators of improved crop yields.
- Community Impact: This pilot demonstrated that ERW can generate rural employment through local rock crushing and transportation jobs, supporting green rural economies.
This success not only validated UNDO’s model but also led to pre-purchase agreements with carbon credit buyers, including major corporations looking to offset unavoidable emissions.
Business Model
UNDO operates on a B2B carbon removal service model. It monetizes the permanent sequestration of CO₂ by selling verified carbon credits to corporate clients seeking to meet net-zero goals.
Core Components:
- Carbon Credit Sales: UNDO sells verified carbon credits (based on tonnes of CO₂ removed) to voluntary carbon market buyers.
- Corporate Partnerships: Long-term contracts with climate-conscious businesses for recurring carbon offset procurement.
- Farmer Collaborations: Works with landowners and farmers to deploy its basalt on agricultural land at no cost to them.
- MRV Services: Provides measurable proof of carbon removal using proprietary MRV methodologies to ensure transparency and scientific rigor.
The value chain is structured to ensure alignment of incentives—farmers benefit from improved land, clients meet climate targets, and UNDO earns recurring revenue.
Revenue Model
UNDO’s primary revenue stream is from the sale of carbon dioxide removal (CDR) credits, priced per tonne of CO₂ captured and verified. The price of such credits varies but is generally higher than conventional offset credits due to the permanence and traceability offered by ERW.
Revenue Channels:
- Direct B2B sales: Large enterprises and climate-conscious brands purchase credits.
- Marketplace integration: Partnerships with carbon credit platforms like Pachama or Carbonfuture enable broader market access.
- Subscription Models: UNDO also experiments with pre-purchase agreements, where clients pay in advance for future CO₂ removals.
- Research Grants & Climate Funds: In its early stages, UNDO leveraged climate innovation grants to fund R&D and pilot projects.
As demand for high-integrity carbon removal credits grows, UNDO is well-positioned to capitalize on long-term offtake contracts and recurring credit sales.
SWOT Analysis
Strengths
- Scalable and permanent solution: ERW can be deployed at scale using existing farming equipment.
- Scientific credibility: Collaborations with leading geochemists and universities ensure research-backed outcomes.
- Strong MRV framework: Builds trust with buyers and distinguishes UNDO from less credible offset providers.
- Soil health benefits: Provides farmers with an incentive to participate without financial burden.
Weaknesses
- Slow CO₂ removal rate: ERW takes months to years to complete, unlike instantaneous capture in DAC systems.
- Dependence on weather and soil conditions: Effectiveness varies based on rainfall, soil pH, and microbial activity.
- Heavy logistics: Mining, crushing, and transporting rock is energy-intensive and may offset a portion of climate benefits if not managed well.
Opportunities
- Corporate net-zero mandates: Increasing regulatory and investor pressure on companies to use credible carbon removals.
- Global agricultural networks: The model can be replicated in other regions—North America, India, Australia—offering expansion potential.
- Technological integration: AI and remote sensing can optimize deployment, improve measurement accuracy, and reduce MRV costs.
- Policy incentives: Growing government support for nature-based solutions opens up new subsidy and grant opportunities.
Threats
- Competition from other CDR technologies: DAC, BECCS (Bioenergy with Carbon Capture and Storage), and ocean-based methods could capture more market share.
- Verification challenges: If MRV practices are questioned or invalidated, it could impact credibility and buyer confidence.
- Market volatility: The voluntary carbon market is still under development, with fluctuating prices and regulatory uncertainties.
Conclusion
UNDO is emerging as a frontrunner in the carbon dioxide removal space by combining natural geochemical processes with modern measurement techniques. Its Enhanced Rock Weathering solution offers a permanent, scalable, and economically viable path toward meaningful climate impact. With a strong scientific foundation, transparent verification systems, and growing corporate demand, UNDO is poised to play a pivotal role in shaping the next generation of carbon markets.
As it continues to expand globally and improve its technology stack, UNDO’s vision of removing one billion tonnes of CO₂ is not just aspirational—it’s increasingly achievable.
