A psychiatrist decided that using delivery tricycles could help wean America from its dependence on cars and trucks so he started a company, the New Amsterdam Project, to test it out:
"In a city choked with diesel-spewing delivery trucks, the fledgling New Amsterdam Project (NAP), a Cambridge-based cargo-hauling
company, is pedaling toward profits aboard an emissions-free fleet of urban "cargo trikes."
China,
India, and other developing nations have long utilized bicycle-based
delivery for many goods – but are shifting toward engine-powered
vehicles. Across North America, bicycle delivery services exist in
several cities. Yet pedal-powered hauling for cargo has been largely a
no-show in the United States.
That makes NAP stand out for its sole focus on
human-powered cargo delivery, says Andrew Brown, the company's founder
and CEO. A psychiatrist by training and lover of all things
bicycle-related, Mr. Brown launched the company last fall and now finds
himself dividing time between cycling to companies where he counsels
workers – and making deliveries."
The idea could be compelling for companies concerned about their carbon footprint but Mr. Brown needs to consult a branding expert. The New Amsterdam Project is a really obtuse name; it sounds like a wonky think-tank or nonprofit in New York and then there's that TV show about a detective who can't die.