The greentomato idea was conceived by Tom Pakenham in 2004, whilst he was working as a lawyer in the City of London. It sprung out of Tom’s perception that not enough was being done to give people convenient and affordable ways of reducing the environmental impact of their everyday lives.

Tom was joined in 2005 by his friend and co-ex-lawyer, Jonny Goldstone. Together they founded greentomatocars, the first manifestation of the mission. greentomatocars rapidly attracted positive media and customer interest, through which it was able to grow into a thriving business that continues to do exactly what it had been set up to do - i.e. provide the most environmentally friendly taxi transport solution for travelling Londoners. 

In 2007, the greentomatokit was launched. A pack containing multiple water, waste and energy saving items, the greentomatokit is a starting point for people to begin their journey towards having a lower impact on the planet.