Laura has been an eco-friendly city dweller her whole life. Raised in Hartford, CT, Laura has lived in Boston, Vermont, Kenya, Zimbabwe, Washington D.C., Madison and Chicago, recycling and saving energy along the way. Her husband, Mattie, frequently asks if she grew up in Soviet Russia because of her penchant for saving items that have outlived their usefulness. Laura considers this quality part of her inherent ability to recycle. Laura has recently resigned her job as Technology Goddess of a large Chicago area non-profit in order to raise newborn Maxie and run Urban Eco.

Mattie has been a web developer for 10 years. He has a full-time gig doing online corporate communications and marketing work for giant corporations. Working on this site is a ray of sunshine for Mattie that let's him make a positive impact on the world while he works for the dark side in order to continue paying his mortgage on time.

Mattie is currently studying Urban Sustainability at De Paul University in Chicago and hopes to one day become a full-time sustainability consultant.

Maxie is a baby. She inspires Mattie and Laura to work hard toward making the world a better place for her to grow up in. Maxie does her best to distract Mattie and Laura from maintaining the Urban Eco site, despite the fact that most of the profits from the business are going to her college fund. She is very cute and stars in her own blog.