greenUP! is a 501(c)(3) nonprofit organization.  It was started in 2008 to pull together environmental non-profits in the Reno-Tahoe region to create a coordinated environmental calendar, share information and promote common initiatives.

In 2012, greenUP! partnered with Nevada Econet to co-host the legacy Golden Pinecone Awards and greenUP! carried on the tradition in 2013.  In 2016, greenUP! worked with GREENevada to bring back the Golden Pinecone Awards to recognize deserving individuals and organizations for their good environmental stewardship.  A Golden Pinecone Awards event is planned for 2017.

Currently, greenUP! exists to help support the efforts of other organizations to carry out work that supports greenUP!’s purpose of greening the planet.

greenUP! is a fiscal sponsor for the Green Business Engagement National Network (GBENN) and helped organize its St. Louis Summit in 2016.  In its role as facilitator for other non-profit organizations, greenUP! also hosts the GREENevada Website.