Toronto’s Cream Productions has launched a green initiative as part of a pledge to reduce its carbon footprint.

The production company is one of the first to invest in a dedicated in-house team to improve sustainability efforts. Cream announced it’s on track to be carbon negative across all of its corporate and production operations throughout this year.

Cream has also tapped Angelica Siegel to act as the company’s sustainability strategy manager, and oversee the company’s sustainability efforts across all of the company’s offices and productions. Siegel will also spearhead data analysis, develop internal and external reports on the company’s progress, operationalize green protocols and share her knowledge across the TV and film industry.

Siegel enters the role with an academic background in circular economy and food sustainability, nearly a decade of experience in marketing and innovation scale-up, and experience working with clients like UNICEF, the Jewish National Fund of Canada and Switchgear Consulting.

Cream’s in-house sustainability team includes Siegel; Patrick Cameron, SVP of operations; Irene Vandertop, director of business development; and production coordinators Cameron Sparks and Ricky Grella. The team will measure and purchase offsets to counter carbon emissions in Cream’s offices and productions, and work on methods to increase the company’s waste diversion rate on site and on sets.

“Caring about the health of the planet is part of Cream’s DNA, and there’s no better way to make a measurable difference than by starting at the ground level within the workplace,” Cameron said in a statement. “By making green thinking a vital part of our company’s culture, we’re hoping to set an example that can be embraced by anyone who wants to make an impact.”

This story by Andrew Jeffrey originally appeared in Realscreen