Green Tomato Cars

How is it social?

Green Tomato Cars uses only Toyota Prius low emission cars. The drivers are trained in energy efficient driving techniques and each journey is carbon-offset through its relationship with Climate Care, with the majority of these offsets being invested in energy saving projects. The company’s staff are also educated in environmental awareness. Where journeys do not make sense from an environmental perspective (eg. London to Manchester where trains operate, very short distance where walking is viable), Green Tomato Cars will turn down bookings and suggest alternative methods.

What is its business model?

Green Tomato Cars is a Brentford-based private hire car service. The company uses the Toyota Prius hybrid car and currently has 60 operating throughout London. Green Tomato Cars’ clients include BSkyB, Deloittes, EMI Music, Lloyds of London, Sony BMG and Innocent Drinks.

The company plans to replace the standard Prius battery in its fleet with Lithium-ion batteries, so that the cars may be charged from a mains supply and can travel petrol-free at speeds above 31mph (the standard Prius threshold) and for up to 30 miles (currently 4 miles on pure electric). The prototype “Super Prius” is now in advanced stages of testing.

Green Tomato Cars has been nominated for various awards including: winner, Private Company Category in the Energy Saving Trust Fleet Hero Awards 2006 (fleets less than 50 cars); winner, Green Fleet Innovation Award 2007; winner, Campaign Marketing Awards 2007 (door drop); runner up, 2 further Green Fleet categories in 2007; and was shortlisted for the EST Fleet Hero Awards and Virgin Responsible Travel Awards in 2007.

Its history

Green Tomato provides ‘service and technology for the environment’ promising environmental alternatives without compromising on quality or cost. Green Tomato Cars, its first product, started trading in March 2006.

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