The Matcha Initiative
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Raised in Egypt and trained as an engineer in France and Australia, I began my career in management consulting before moving into international development, leading education projects in the Philippines and Cambodia. I’ve always been drawn to working across sectors, be it in social innovation, education, culture, or sustainability, seeking out roles that are both meaningful and impactful. Today, I focus my efforts on sustainability, driven by a strong sense of purpose and urgency. I aim to bring a practical perspective to complex challenges and contribute to shaping pathways toward more resilient, inclusive, and desirable futures.
I know all too well how difficult it can be to move from conviction to meaningful action, especially when faced with the scale and urgency of today’s environmental and sustainability challenges. We’ve all experienced that moment of doubt: “Okay, but what can I actually do to make a difference?"
I'd be happy to humbly contribute to helping users take that step: by offering a few ideas to get started, sharing ways to build connections and create alliances, and gradually aligning one’s values and hopes with professional or civic engagement. I would also love to engage further within my topics of expertise, and am eager to build alliances across Southeast Asia to help build greater momentum for sustainability.
I have always been passionate about how the world works, and about major issues that shape our daily lives. My awareness of climate issues began around 2010, sparked by reading and listening to radio programs on the topic. A turning point came in 2014, while I was reading Naomi Klein’s book "This Changes Everything" in the heart of a dense forest in Southeast Asia. Surrounded by nature, the message of the book resonated with me deeply — it felt almost physical. I then realized that environmental issues would be the cornerstone of contemporary challenges.
From that moment, I’ve immersed myself in this field, pursuing extensive training and collective programs, such as at the "Institute for Desirable Futures". I’ve also worked to bring individuals and organizations on a transformative journey, notably through the Business Climate Convention where we supported leaders in reshaping their business models to fit within planetary boundaries. Today, I carry that same commitment forward as Director of Sustainability at Sevea, an impact and sustainability consulting firm based in Cambodia, continuing this path grounded in awareness, action, and hope.
Today, I’m in charge of Sustainability Strategies at SEVEA, an impact and sustainability consulting firm headquartered in Cambodia. One of my key responsibilities is to engage the private sector in this transformation journey.
Cambodian development agencies and NGOs have been active for a while on sustainability, climate strategy, and biodiversity-related issues. However, as the private sector continues growing, bringing with it both resources and negative impacts, it becomes essential to guide private actors towards more sustainable, circular strategies that are better adapted to future environmental risks and challenges.
We advise decision-makers across sectors not only at the strategic level, but also through the implementation of concrete actions such as waste management, sustainable agriculture and/or energy, green finance and moving towards a circular economy.
We also lead awareness-raising initiatives, notably through the Climate Fresk workshop — a movement we helped introduce and expand in Cambodia. Recently, we have also launched an energy efficiency program designed to support organizations in reducing their energy consumption by harnessing the power of behavioral change.
Paradoxically, even as the climate situation continues to worsen, we’re seeing a decline in interest around climate-related issues. The challenge, then, is to understand what truly drives individuals and organizations to change and take action. As this challenge remains ever-present, we constantly need to innovate and find the right entry point to spark meaningful change.
With the "Business Climate Convention", we used a “head-heart-hands” approach — an educational method that engages reason, emotion, and action — to help shift mindsets. Other times, it’s necessary to be pragmatic and focus on the economic case to support organizations in making strategic choices that are both relevant and sustainable, whether it is in terms of resource management or adapting to climate-related risks.
So this isn’t a personal achievement, but rather one led by my organization in Cambodia: I am most proud of us successfully introducing the "Climate Fresk" workshop in the country. In a short period of time, we’ve trained nearly 2,000 people and built a highly active community of young facilitators. It’s incredibly motivating and inspiring to see this new generation take ownership of these issues, adapt them to their local context, and turn them into concrete action — both in their personal and professional lives — for a more sustainable society. This community will continue to grow, and there's no doubt we’ll be able to rely on these changemakers in the future.