The Foundation - Freyja Foundation

The Foundation


After their father passed away, Carl and Anne Deane individually sought out the outdoors as a means to escape their pain. While on their separate journeys, they both experienced the same transformational power of the outdoors: A connection to something bigger and greater than themselves. Finding that what makes one human, derives from the fundamental principle that we all came from the wild and are forever a part of it, and connected to it.

From there, Carl and Anne both changed the way they saw the world, how they live in it, how they work for it and how they play in it. Their higher power is the outdoors and they believe if we do not protect it, then not only will it be doomed, but so will we!

The Freyja Foundation is two sibling’s endeavor to help spark a behavioural shift in how humans interact with the outdoors, and to ultimately save it.

“The more clearly we can focus our attention on the wonders and realities of the universe about us, the less taste we shall have for its destruction. ”
Rachel Carson, Silent Spring

OUR Mission

We believe that people protect what they love, & to save the planet, people must have a deep and meaningful connection to the outdoors.

The Freyja Foundation is a private, charitable foundation dedicated to supporting innovative, scalable, and lasting conservation solutions that protect wild places and combat the climate crisis. 

Our goals are to:

  • Permanently protect threatened and degraded eco-corridors  
  • Support scalable rewilding and restoration projects 
  • Empower local communities’ connection to their wild places 
  • Utilize creative financial structures and investments to leverage conservation at scale  
  • Inspire and move more investable and philanthropic capital into conservation strategies  

OUR Values

Our values reflect a foundation started by a brother and sister who love the outdoors, and the lens through which they approach life.



Wisdom of Nature: We believe that all living and non-living beings, human and non-human, hold equal and intrinsic value. We work towards placing additional emphasis on protecting and creating sustainable systems for the wild natural earth elements. We draw on the philosophy of Deep Ecology to ground our ethos.

Build New Models: The status-quo is not working and they will not be enough to meet the environmental challenges we are facing. We continuously play and innovate to develop new ways to do things.

Strive for Beauty: This is more than protecting nature’s greatness, this is about our psyche and working towards approaching the world with openness, compassion, love and being fully alive.

Create Additionality: No matter the project or investment, we leverage our resources and skills to amplify. We do not stand on the sidelines, we like to roll our sleeves up and get involved. Our favorite question is, how do we want to show up? Then we try our best to do it.

We are working towards the United Nations Social Development Goals

Goal 13


Take urgent action to combat climate change and its impacts

Goal 14


Conserve and sustainably use the oceans, seas and marine resources for sustainable development.

Goal 15


Protect, restore and promote sustainable use of terrestrial ecosystems, sustainably manage forest, combat desertification and halt and reverse land degradation and biodiversity loss

Theory of change diagram

“When it comes to the planet, you really only have two choices: Do nothing or Do something. Freyja is how we are doing something.”
Carl, Freyja Foundation
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