Director, Founder
Chair of the Board

With expertise spanning energy, medical, financial, research, manufacturing, and sustainable development, William brings a strategic, data-driven approach to optimizing complex systems. Holding degrees in science and business, he has successfully collaborated with executives, engineers, academics, and researchers to implement innovative solutions that enhance efficiency, sustainability, and impact.

Throughout his career, he has:

• Led corporate-wide resource and process optimization initiatives.

• Designed and deployed carbon-negative and energy-efficient systems.

• Developed data-driven applications to enhance workflow, reporting, and decision-making.

• Spearheaded closed-loop sustainability projects in housing, agriculture, and food security.

As a key contributor to CarbonNeg, William is dedicated to advancing carbon-negative solutions that foster a more sustainable and resilient future.

Director, Media and Marketing
Vice-Chair of the Board

With over 25 years of experience in the print, marketing, and design industries, Steve Ettridge brings a wealth of expertise in branding, creative strategy, and media production. Originally trained as a Graphic Artist and Designer with some of the world's most prestigious marketing teams—Ogilvy & Mather and Judge Advertising in London—Steve has worked on high-profile campaigns in the UK before relocating to Canada.

His career has spanned roles in marketing strategy, print production, sales, and digital media, allowing him to develop a deep understanding of brand storytelling, visual communication, and audience engagement. As Director of Media & Marketing at CarbonNeg, Steve is responsible for crafting and executing a compelling brand narrative that drives awareness, engagement, and action.

Through his leadership, CarbonNeg’s mission and innovations are communicated effectively to a global audience, ensuring the success of its carbon-negative initiatives and community-driven approach to sustainability.

Director, Community Outreach
Treasurer of the Board

With a wealth of experience in business management, administration, and entrepreneurship, Donna brings a strong operational background to our board. As a former business owner/operator, she understands the intricacies of running an organization efficiently while balancing strategic growth and financial sustainability.

In addition to her business expertise, Donna has worked as a care aide, demonstrating her deep commitment to community support and well-being. Her diverse professional background equips her with exceptional organizational skills, attention to detail, and a people-first approach, making her an invaluable asset in guiding administrative processes and governance for our Society.

As Secretary of the Board, Donna ensures clear communication, accurate record-keeping, and smooth coordination of board activities, supporting the Society’s mission to enhance food security and sustainability through community-driven initiatives.

Director, Legal
Secretary of the Board

Shirley Llanes is an environmental lawyer with over 14 years of experience at PROFEPA, Mexico’s federal environmental enforcement agency. She holds a Master’s degree in Constitutional Procedural Law and has led legal and operational initiatives in natural resource management, environmental regulation, and policy implementation. 

Throughout her career, Shirley has collaborated with government agencies, NGOs, and academic institutions to advance ecological conservation, deliver environmental education, and support evidence-based decision-making within Mexico’s legal framework. Her fieldwork includes the rescue and relocation of terrestrial and marine wildlife, contributing directly to ecosystem restoration and biodiversity protection. 

While her expertise is rooted in Mexican environmental law, she is eager to deepen her understanding of Canada’s environmental and agricultural regulations and is highly motivated to support organizations dedicated to carbon-negative agriculture, emissions elimination, and sustainable land stewardship.