Biochar and the Sustainability Imperative. Now marks a critical time: as biochar comes of age and markets begin to develop, this young industry is attracting naysayers, doubters and get-rich-quick-schemers. Ethical biochar production and use is of paramount importance as we continue to lay the groundwork for biochar as a model for carbon neutral/negative business, landscape restoration and truly green technology. Shortcuts, poor quality product and unsustainable use of biomass could bring biochar to its knees before it gains the traction necessary to fulfill its promises. This discussion will explore opportunities and pitfalls in feedstocks sustainability, production integrity and ethics in our information to consumers. John Bonitz of the Southern Alliance for Clean Energy will present the Southeast regional woody bioenergy inventory and industry assessment study which was first motivated by sustainability concerns and the question, "Is woody biomass utilization in the Southeastern US proceeding too rapidly or too slowly?" The study encompassed all woody biomass technologies including wood pellets, biomass electricity, combined heat and power (CHP), biomass heat, and cellulosic biofuels. Observations relevant to the biochar industry can be found in our forecast of likely and unlikely developments. Those projects which are succeeding in greater numbers are ones with exceptionally low capital costs or those with multiple revenue streams, such as combined heat and power (CHP). Karen Ribeiro will present Harvesting Hope & Sustaining Passion for your Business based on tools she has developed in her coaching practice, Inner Fortune, and her experiences starting three businesses and supporting the biochar movement. Basic premises offered include recognizing that we are all recyclers of ideas and inspirations, that launching a business is extremely challenging and that launching a biochar business adds another layer of challenge in establishing a frame of reference for stakeholders. Fortunately there are a number of proven disciplines that can sustain the energy, focus, commitment and passion for the work at hand and this presentation will delve deeply into a few of them.