It's a well-known quirk of Kiwi character that we don't like to blow our own horns.
But with so many good deeds and donations flying around the East Coast in the wake of Cyclone Gabrielle, one organisation has seen the need to keep track.
The environmental services company Toha trades in data, with the intention of putting a value on climate action.
Out of its Gisborne office, the East Coast Exchange has emerged.
Reporter Kate Green reports.
