Profile: Al Roback, 2012 FuEL Award Winner

Written by Frank Condron

Al Roback

Owner | Grass Frames,


Employees: 6 | Age: 26

Q&A from Al Roback

Vancouver eco-entrepreneur Al Roback is doing his part for Mother Earth. His company, Grass Frames, creates what could possibly be the world’s most environmentally friendly vehicle. Roback’s bicycle frames are made of bamboo tubing bound with hemp fibre and a plant-based epoxy. Roback says his “green” frames offer the solid feel of a steel frame with the vibration-dampening effect of a carbon-fibre frame.

At $2,000 to $3,000 each, Grass Frame’s handcrafted bikes don’t come cheap. But, given the average Canadian spends approximately $9,000 to $10,000 annually on transportation, Roback says, it’s a justifiable expense for the company’s target consumer: a city-dwelling, 25- to 40-year-old professional. “Our customers understand the importance of personal responsibility,” he says. “They are the new frontier of success and wellness, and they want to look good doing it.”

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