By Adele Peters
Fast Company
Fast Company Magazine
On a recent weekday in Aspen, Colorado, Stu Landesberg stood with a group of firefighters on a mountainside and watched a drone take off and fly toward a simulated fire. The drone detected the “hotspot”—a pile of ice, since wildfire risk was too high that day for real flames—and then aimed and blasted it with fire suppressant.
The test flight was one of thousands that Landesberg’s startup, Seneca, has run while operating in stealth mode over the last several months. The company officially launched today, announcing that it has raised $60 million. It aims to reshape wildfire response—and help protect wildfire-prone communities in a way that hasn’t been possible until now.
“Once I started learning about this problem, I became obsessed with it”
For Landesberg, the startup represents an unexpected pivot. Since 2012, he’d led Grove, the consumer products company known for cutting plastic waste in packaging. But in late 2023, the company brought in a new CEO, former Amazon executive Jeff Yurcisin, to help it grow. Landesberg became chairman of the board, and started to think about what he wanted to take on next.
“I looked around at the problems that were enormous—planetary scale,” he says. That list included wildfires, a challenge that he was intimately familiar with as a Californian. As fires have dramatically increased in recent years, he lost fire insurance on his own house. His father-in-law’s house also went through a fire.
The wildfire crisis keeps growing. Fires are now burning eight times more land in the West each year than they did in the mid-1980s. In 2020 alone, 4.3 million acres burned in California, an area larger than the entire state of Connecticut and most of Rhode Island. Insurers are hiking rates in the state or pulling out of some areas completely; a state-run last-resort insurance plan is struggling.
“If you lose your fire insurance, you can’t get a mortgage,” Landesberg says. “And if you can’t get a mortgage, what is going to happen to the American West? If we want to continue living in the American West, we absolutely have to figure out a way to live there without our communities being at risk of burning down.”
It’s not just California. Texas experienced its largest fire in state history last year, covering a million acres. In the Great Plains, fires are happening more often than in the past, and covering more area. Places that previously weren’t as likely to burn, like Quebec and other parts of Canada, are increasingly catching fire. Last fall, as parts of the East Coast saw record drought, fires spread across New Jersey and Massachusetts. Globally, nearly a billion acres burned last year. Climate change will keep making the problem worse.
“Once I started learning about this problem, I became obsessed with it,” Landesberg says. More than 100 million Americans are living at risk of fire, he explains: “It’s one of those things that until you really study it, you don’t quite realize just how big the problem is. . . . It costs the U.S. economy something like a trillion dollars