About Us

Our Story

With over 100 years of combined experience in botany, cultivation, chemistry, water management and building sciences, the Pure Life Carbon team has developed, tested, and commercialized the world’s first horticultural-grade growing media. Pure Life Absolute Carbon products increase yield, reduce cultivation risk, and ensure crop consistency.

Pure Life Carbon products act like a battery, storing water, nutrients, air, and probiotics that power plant growth. They also capture and store pesticides, herbicides, heavy metals, and other contaminants. Acting as a natural algicide and pest deterrent, our products help plants grown in them focus on growth rather than environmental defense.

Pure Life Carbon is an environmentally responsible company that focuses on providing renewable and sustainable solutions that meet the world’s growing need for agricultural advancements and productivity. We are among a high-performing group of global innovators and visionaries working to feed the world of tomorrow.

Our team


Fred Munn

CEO


Fred is a banker by trade and held senior positions at ATB Financial for over 17 years before starting his entrepreneurial journey. Now a successful serial entrepreneur, Fred focuses on creating exceptional client experiences and loyalty in competitive markets. Along with his duties as CEO for Pure Life Carbon, Fred co-owns Charity Solutions Inc., assisting charities and non-profit organizations across Western Canada. He also sits on the National Board for the Canadian Security Association (CANASA), which provides leadership to its Canadian membership of security professionals.



Ryan Rand

COO


Ryan is an experienced operations and project management professional whose military background and competitive spirit have taught him the value of teamwork and leadership. Over the course of his career, Ryan has helped generate over $100 million in revenue for the energy industry organizations he’s worked with. His work in the global energy industry and as a successful business owner gives him the experience needed to oversee and direct all of Pure Life Carbon’s operations and production. Ryan’s passion for the environment and awareness of the growing need for healthy, locally produced food fuel his goal of building Pure Life Carbon into a business that will play a significant role in making access to locally grown food a global reality.



Christopher Vance

CBDO


A seasoned entrepreneur, Christopher’s expertise in sales and marketing drives Pure Life Carbon’s go-to-market strategy. In his last role at a global geospatial tech company, Christopher was responsible for growing his region’s revenues to multi millions and was recognized for seven consecutive years as one of the top five sales people worldwide. Building more sustainable business practices and protecting the environment are important to Christopher. He has a Bachelor of Fine Arts in Design along with his LEED Green Associate Designation and is using his expertise to deliver environmentally responsible solutions to the horticulture industry via Pure Life Carbon and its suite of zero-waste products and solutions.



Daniel Ronald

CTO


Daniel has a diverse and global background in a variety of industries: horticulture systems, energy, custom concrete, and his family-owned-and-operated coffee roasting business. As the founder of a company that designed and manufactured horticultural systems for vertical growing, Daniel worked with industry partners to pioneer new prototypes for superior aquaponic systems using water filtration and organic carbon growing materials.
Daniel’s upbringing in provincial parks, plus a lifelong love for the outdoors and the conservation of wildlife, drive his goal of developing environmentally sustainable technologies.



Douglas Peterson

CLO


Douglas has over 20 years of experience working on international business transactions. His law expertise has been primarily focused on international and regulatory matters, including commercial law, intellectual property law, and international finance and trade. As an integral member of the Pure Life Carbon team, Douglas oversees all of the legal affairs for the organization. Douglas is a member of the Alberta Bar and the British Columbia Bar, speaks Japanese, and is a PhD candidate in the Faculty of Law of the University of Niigata in Japan. He currently sits as a director and general counsel for several environmental, manufacturing, and technology companies, and is an instructor at the University of Alberta School of Business and the University of Alberta Faculty of Law.



Jim Hole

Advisor


Jim is Alberta’s most prominent horticulturist – and one of the most knowledgeable. He is ardent about plants, the environment and business. As the co-owner of Hole’s Greenhouses Ltd., explaining what makes plants tick is Jim’s specialty. Jim is also the VP of cultivation with Atlas Biotechnologies, a licensed producer of medicinal cannabis. The entire facility is dedicated to ‘Controlled Environment Cannabis,’ where every parameter—from growing to curing and processing—is tightly controlled. Jim has a Bachelor of Science degree in Agriculture from the University of Alberta, is a Certified Professional Agrologist, a Certified Professional Horticulturist with the American Society for Horticultural Science, and a Certified Arborist with the International Society of Arboriculture.



Nick Savidov

Advisor


Dr. Nick Savidov is the Senior Research Scientist and CCA NSERC Aquaponics Project Lead, and a trusted advisor to Pure Life Global. He is an internationally recognized expert in integrated food production systems, such as aquaponics and agro-ecology. A plant physiologist and biochemist, Dr. Savidov trained at some of the world’s most respected institutions for science and agriculture, including Russian State Agricultural University, Ben-Gurion University of the Negev, and the University of Alberta. Dr. Savidov has a long history of published papers, grants and patents related to his work. His experience includes greenhouse crop production such as drip irrigation, Deep Flow Technique, Nutrient Film Technique, and aeroponics.