the story behind Cantadora
In an age of ultra-processed words, we want full-fat content. Story-led, authentic, and soulful.
For over a decade, I've been creating and curating product stories for fast-growth tech startups.
In 2023, I founded Cantadora to help climate and nature tech companies share their stories, create the foundations for growth, and build engaged communities.
I started Cantadora because I wanted to partner with early-stage founders in a way that was more meaningful than the typical agency. I wanted to be in service of companies connecting people to the natural world. I wanted to apply the go-to-market strategies learnt from half a decade in fast-growth fintech to help climate and nature tech startups drive impact faster.
I wanted to make soulful, creative content: the kind of content that feels like it’s been made by a human.
In the years since, I’ve discovered the complexities involved in peatland restoration with an EarthShot-nominated nature restoration company, helped launch a pilot study as part of the nature-first workforce movement in the UK, and explored both artificial and nature-based approaches to carbon sequestration. The vastness of nature tech fascinates me – as does the task of communicating the mysteries of climate technology in simple words.
As the founder of Cantadora, I’m here to give you the systems and structure to bring those stories to the surface, and tell them in a way that feels authentic and energising.
meet Emma Pegg
why Emma
Founder of Cantadora and Pasta Nipotina
10+ startups and 25+ founders supported through Cantadora
10+ years experience in Content Marketing and Product Marketing for fast-growth tech startups
Pasta sfoglina, food writer, and photographer, passionate about sustainable food systems, feminist storytelling, and wild spaces
Never before has a tech sector been so relied upon for such a planetary-sized challenge of climate change. Never before has the onus been on individuals and founders to drive the change that we so desperately need, and never before have we had to scale in such volatile economic and political conditions.
the story of Cantadora
The name Cantadora was inspired by Dr. Clarissa Pinkola Estés’ Women Who Run with the Wolves: Myths and Stories of the Wild Women: a collection of myths from cultures, stories and folktales on wild women archetypes gathered through Estés’ life on the road and work as a Jungian psychoanalyst.
The first story describes La Loba – a wolf woman, ancient story-seeker and creator that sings flesh onto wolf bones by firelight in the desert. It’s often been said that business is art. And in Women Who Run with the Wolves, to gather the bones is to reclaim the parts of the self and sing life into them.
I think we can apply the same principal to climate and nature-based startups.
Singing life into your startup in the early stages means gathering the bones of your story and finding – or re-finding, as the case might be – your voice.
Since starting Cantadora, I’ve taken a coaching-led approach to communications through leading 1:1 workshops with founders – often, riffing through voice-notes and morning pages to uncover stories and opinions that bypass vanilla messaging and empty blog posts to unleash real, turn-the-needle content into the world.
If you’re ready for your own transformation, I’d love to hear from you.
