Martina Houser, leader of the Ministry of the Environment, Sea and Land in Italy, is kind of like Beremiz (you know the character from the Man Who Calculated by Malba Tahan) of CO2. She dedicated her last 20 years to developing hundreds of environmental protection projects, constructing ecological buildings, evaluating the impacts of private and public companies, as well as mapping the CO2 emissions from various productive chains with the Carbon Food Print Calculator. She discovered that consumers, and therefore companies, give more value to a product that is transparent in this relationship, helping with the decision to buy. TEDxRio+20 couldn't stay out of Martina's calculation.

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)