Founder’s Story

Founder’s Story

New York City, 2017

On the brink of early retirement, SHOE* founder Jeff Rubin instead found himself on a mission. After three decades as a marketing and communications professional, and with a concurrent career as a real estate investor and part-time general contractor, Jeff had a unique constellation of skills and an unresolved problem: his work with client Pellergy, LLC, a wood pellet boiler company, demonstrated just how hard it is to change our disastrously polluting heating habits. In the face of the global climate crisis, cracking the code might help safeguard the future for his daughters and their generation.

Jeff readily admits to being the world’s most inadvertent nonprofit director, but after two decades spent raising his family in rural Vermont he is still moving at the speed of New York, the city where he was born and raised. Far from retired, he is busier than ever publishing, speaking, consulting, and generally getting folks fired up about the climate-critical need for sustainable heating.

Calais VT, circa 2005

* Sustainable Heating Outreach & Education, Inc. (SHOE)