#ESGpraJÁ Cannes 2024 Forest

A apresentação “How to Blend ESG into Your Creative Equation”, uma iniciativa #ESGpraJÁ, no Festival Cannes Lions 2024, dedicada a mitigar as emissões de gases de efeito estufa em direção a uma economia regenerativa.

In partnership with the startup Meu Pé de Árvore, we planted 100 trees to help restoring a degraded area in the Amazon Rainforest. We invite you to name one of those trees and follow its development.

planting tree meu pe de arvore amazonia cannes 2024 esg.jpg

HOW WE DO

The restoration

To restore a degraded area in the Amazon, or in practically any other biome, it is essential to have an ecosystem of partners dedicated to making the initial restoration process viable through the planting of diverse trees. This ecosystem includes seed networks with local collectors who work collecting seeds from the forest, nurseries specializing in the production of seedlings of different species and farmers who establish partnerships with us to restore their Permanent Preservation Area (APP) areas or even for the creation of agroforestry systems. Each part of this ecosystem plays a fundamental role in environmental restoration, and it is this collaboration that allows us to advance in the recovery of degraded ecosystems.

Seedling production

Native seedlings are not produced with special attention. Starting by collecting seeds from hundreds of trees native to the region. Then these seeds are processed and selected to ensure quality and genetic diversity. In the nurseries, the seedlings are grown under control, resulting in robust seedlings that make restoration more effective.

Restoration project

The restoration project begins with the identification of farmers interested in recovering APP areas or creating agroforests. Our technicians visit the areas, collect soil samples and carry out a detailed survey, including planting areas. This helps you understand the needs of each location and choose the appropriate tree species.

Planting

Planting begins with the start of the rains in Rondônia, generally at the end of November. First, we fence the area and prepare the holes for planting seedlings and seeds. We fertilize the soil according to the analysis and use hydrogel to reduce losses. Planting is done in a collective effort, with beneficiaries and local helpers.

Maintenance and monitoring

During maintenance, we remove grass with brush cutters and control ants. In the first year, we replant seedlings that have not adapted to the new location (from the nursery to the degraded area) and install monitoring cameras, when necessary.