Photo by Diederik van der Laan


AMSTERDAM, 16 September 2013 – Thanks to Richard Branson, Amsterdam is a little greener today. The British business magnate gave the city's IAMsterdam logo a makeover this morning at the Westergasfabriek cultural complex. The stunt kicked off the final of the Postcode Lottery Green Challenge, the international competition for sustainable startups, for which Branson is chairing this year's jury.


Armed with a paint sprayer and brushes, Branson and the five Postcode Lottery Green Challenge finalists painted the logo's red letters 'Iam' green. This afternoon, the contenders will vie for €500,000 to realise their carbon-reducing business plans. Another €200,000 will be awarded to one or two runners-up.

Two Dutch finalists compete

The Postcode Lottery Green Challenge, hosted by the Dutch Postcode Lottery, aims to help green entrepreneurs to bring innovative, sustainable products and services to market. Out of 311 people from around the world who submitted business plans this year, five finalists were selected, including two Dutchmen. Wolbert Allaart of the Hague and Patrick Heuts of Oosterbeek are competing against three American women: Ginger Dosier, Alison Greenlee and Kavita Shukla. Branson and his fellow jury members will choose the winner.

The Postcode Lottery Green Challenge finale will be streamed live on this website. The winner will be announced around 1pm. The green Iamsterdam logo will be on display all day at the Westergasfabriek, Klonneplein 6 (in front of the WesterLiefde building).