Fueling the Transition: An Interview with Rebel Fuels Founder Toby Tiktinsky

About this piece

Earlier in June, HEC Stories, the alumni magazine of HEC Paris, ran a French-language profile of our founder and CEO, Toby Tiktinsky. The article follows Toby’s journey from camping trips in drought-stricken California to launching Rebel Fuels, where we turn captured CO₂ and green hydrogen into drop-in, carbon-neutral hydrocarbons for heavy industry.

Many of our partners, investors, and friends don’t read French, so we’ve provided an English translation below. It offers a behind-the-scenes look at the ideas, mentors, and moments at HEC Paris that shaped our mission to decarbonize the world’s fuel supply, along with a glimpse of where Rebel Fuels is headed next.

Prefer the original? Read the French profile on HEC Stories here.

Scroll down for the full English text.

His unique background, combining innovation, the environment, and entrepreneurship, makes Toby Tiktinsky a new-generation leader, determined to transform the way we approach sustainability and the energy transition.

His path is marked by a constant quest for solutions to environmental challenges, which are as many economic innovations. From his first initiatives in the United States to his experiences in Asia, to the recent creation of Rebel Fuels, Toby's story is that of a man deeply influenced by the environment, capable of seeing beyond convention.

A childhood immersed in nature

Born and raised in California, a state regularly affected by drought, Toby Tiktinsky was confronted with environmental challenges from an early age. “I grew up camping and hiking at Lake Tahoe. These experiences gave me a deep respect for nature,” he recalls. Far more than a simple love of nature, this sensitivity has evolved into a genuine desire to protect natural resources. “When I was a child, we showered with buckets to conserve water. The idea of ​​preserving resources and living in harmony with nature had a profound impact on me,” he adds.

Toby didn't just observe: he sought solutions. It was while studying environmental science at university that he first honed his desire to combine conservation and economics. During these years, he also discovered an interest in market-based solutions to environmental problems. While studying at the London School of Economics (LSE), he studied innovative economic models, such as the London Congestion Charge, which used market mechanisms to solve social and environmental challenges.

Entrepreneurship at the service of the environment

In 2005, after several years working at the U.S. Environmental Protection Agency (EPA), he made a radical career change by founding his first company, Economic Solutions for the Environment. This initiative aimed to leverage carbon markets to encourage investment in technologies that combat climate change. He then moved to Pakistan, where he collaborated with industrial and manufacturing companies to develop carbon offset solutions. “It was an intense period of learning, a real testing ground for applying economic ideas in a very different context,” he says. His work then took him to Dubai, and then to New York, where he continued to explore opportunities related to carbon markets.

Fueled by this approach to environmental issues, Toby then joined Bright Farms, a startup specializing in sustainable agriculture. “We applied the power purchase agreement model to controlled environment agriculture. The idea was to provide local produce, reducing cross-country transportation and saving water and energy,” he explains. Bright Farms stands out for the innovation of its business model, guaranteeing supermarkets a year-round supply of local produce. As Director of Business Development, he helped secure major contracts, enabling the company to reach over $100 million in revenue.

From consulting to the creation of Rebel Fuels

After leaving Bright Farms in 2015, Toby Tiktinsky refocused his efforts on decarbonizing industrial energy systems. He joined Convergent Energy and Power, an early-stage energy storage developer, and helped build some of the largest on-site storage systems in North America. As he helped the company grow and build a team, he realized he needed to further develop his business management skills. He then decided to enroll in the HEC Paris MBA program in 2021. “I chose HEC for its energy program and international approach. What I particularly enjoyed was the opportunity to work with multicultural teams and learn about innovation from an entrepreneurial perspective,” he explains. It was during his MBA that he became passionate about a project that would transform the course of his career: the decarbonization of natural gas.

In 2023, after several years of reflection, he founded Rebel Fuels. His goal? To reduce the carbon footprint of industries by producing renewable methane from carbon dioxide and hydrogen, using renewable energy to make this gas. This idea is based on the discovery of French chemist Paul Sabatier, who proved in the late 19th century that methane could be produced by combining CO₂ and hydrogen. “Today, with cheap renewable energy, this technology is becoming viable on a large scale. There are markets willing to pay a premium for renewable natural gas,” says Toby.

An uncompromising commitment

At the helm of Rebel Fuels, he continues his commitment to a sustainable and economically viable energy transition. His career, which combines environmental, economic, and entrepreneurial skills, demonstrates that ecological solutions are not simply a matter of regulation or goodwill, but can also be profitable. Toby stands out for his ability to identify opportunities and his determination to revolutionize the energy industry to protect the planet.

Toby Tiktinsky's journey is an example for future entrepreneurs looking to combine economic success with a positive impact on the environment.