All Hail Sir Richard
Branson, long a skeptic on the issue of global warming, last year announced plans to run the company's 100 or so airplanes on cellulosic ethanol derived from waste materials.
Branson announced his latest initiative in New York today, at the Clinton Global Initiative, a summit hosted by former president Bill Clinton. He told the assembly, "Our generation has inherited an incredibly beautiful world from our parents and they from their parents. We must not be the generation responsible for irreversibly damaging the environment."
Back in July, when Warren Buffet pledged $31 billion to the Gates Foundation, which is concentrating its efforts on humanitarian projects like AIDS treatment and boosting agricultural yields in poor countries, I expressed the hope that some other "venture philanthropist" would launch a similar effort to fight global warming. Looks like it has happened.
May many more follow.