By Benjamin Parent, Rotaract Club of Cannes Riviera, France —
It all started with a dream and a question. I had tucked away in my mind for years a dream of cycling around the world. A series of questions pushed me to take the leap and pursue my dream: What does sustainable development really mean? How can an organization combine financial viability with a positive impact on life? How can we support a new generation of entrepreneurs to build purpose-driven businesses while making a living doing it? And how can I personally contribute to a more positive impact on life?
I wanted to see things for myself and try to answer these questions. That’s how Trees on the Way was born. It’s a trip around the world on bicycle where I will meet committed entrepreneurs and inspiring changemakers and discover best practices and solutions from these people who have devoted their energy to helping others. To go further, the trip will also promote the planting of trees.
For every 21 kilometers I cycle, a tree will be planted back in a damaged area of France. If each of us planted enough trees throughout our lifetime, it could make a significant impact on offsetting CO₂ emissions, combating deforestation, and restoring ecosystems. Planting a tree is an act of hope. As American poet and teacher Lucy Larcom once said: “He who plants a tree, plants a hope.”
Why this project?
I believe that impact-driven social entrepreneurs play a key role in transforming our societies. I want to understand their struggles and successes and share their experiences to inspire other changemakers.
It’s also a personal challenge. As someone who’s passionate about nature and sports, I wanted to explore the connection between entrepreneurship and endurance. This journey will push my limits, force me to adapt to the unexpected, and challenge me to keep moving forward no matter the obstacles. Just like in entrepreneurship, it will require perseverance, vision, and the ability to turn challenges into opportunities.
Mapping the route
The decision on choosing a route wasn’t easy, but I felt the strongest pull toward the East. So I decided to begin by following the EuroVelo 8 cycling route, heading toward Turkey. Rather than attempting the entire trip in one go, I’ve structured the journey into three major stages, each with realistic goals and a clear progression:
- Stage 1: Middle East – Cross Southern Europe and the Middle East, exploring local initiatives focused on ecological transition and resilience.
- Stage 2: Asia – Discover projects in India, Nepal, China, and Southeast Asia connected to regenerative economic models.
- Stage 3: The Americas – Dive into social and environmental innovation across the Americas, from Canada to South America.
Rethinking entrepreneurship
Since I started, every encounter has confirmed that better models are possible. In Turkey, for instance, I came across a company, Oleatex, that turns olive waste into plant-based leather, and another, Ecording, which uses drones to reforest hard-to-reach areas.
This journey allows me to see these solutions up close. How did they manage to balance economic viability with positive impact? What obstacles did they face? How can we learn from them? These are the questions I’m hoping to find answers to and share.
Traveling by bike is also a commitment to more sustainable mobility. Today, transportation accounts for 31% of greenhouse gas emissions in France. Reducing our impact also means rethinking how we get around. I want to show that it’s possible to slow down, to rethink our relationship with time and distance.
Support from Rotary
Rotary and Rotaract have played an essential role in my journey. From the beginning, they supported the project – helping co-organize a reforestation action in southern France, for example. On the road, I’ve discovered a global family. I’ve been welcomed, hosted, connected with local entrepreneurs, and invited to events. This network allows me to build meaningful connections wherever I go and proves that a committed community really can make a difference.
I’m currently in India heading next to Sri Lanka, Nepal, Bhutan, and Southeast Asia. Every new leg of the journey brings more opportunities to learn. Entrepreneurship can be a powerful lever for societal change. Through Trees on the Way, I hope to play a small part in that transformation.
Follow Benjamin’s journey at https://www.treesontheway.org/fr/
https://blog.rotary.org/2025/04/08/round-the-world-cycling-journey-plants-trees/