Market based solutions to preserving monarch butterfly habitat started with Monarch Flyway, a dream that has evolved since 1987. To date, Monarch Flyway is the oldest and most successful milkweed company in the history of the world.
Herb Knudsen was a patent attorney for SOHIO, (Standard Oil of Ohio). After traveling the world and using his skills to defend and create patents for the oil company, he was ready for a change. When a position opened in New Ventures at SOHIO, he was intrigued and became Vice President of the division. SOHIO worked on 11 innovative projects at onetime, one of which was “The Milkweed Project”, where they initially were trying to create a biofuel from the plant. When the oil crisis of the 70’s ended, they turned their attention to the fiber and oil of the plant for consumer products.