#ESGpraJÁ Cannes 2024 Forest

An initiative of #ESGpraJÁ presentation "How to Blend ESG into Your Creative Equation" at the Cannes Lions Festival 2024, dedicated to mitigating green house gas emissions towards a regenerative economy.

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 almost any other biome, it is essential to have an ecosystem of dedicated partners to enable the initial restoration process through the planting of diverse trees. This ecosystem includes seed networks with local collectors who gather seeds from the forest, nurseries specializing in the production of seedlings of various species, and farmers who partner with us to restore their Permanent Preservation Areas (APP) or even to create agroforestry systems. Each part of this ecosystem plays a crucial 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 produced with special attention. It begins with the collection of seeds from hundreds of native trees in the region. These seeds are then processed and selected to ensure quality and genetic diversity. In the nurseries, the seedlings are carefully cultivated, resulting in robust plants that make restoration more effective.

Restoration project

The restoration project begins with identifying farmers interested in recovering Permanent Preservation Areas (APP) or creating agroforestry systems. Our technicians visit the sites, collect soil samples, and conduct a detailed survey, including mapping out planting areas. This helps us understand the needs of each location and choose the appropriate tree species.

Planting

Planting begins with the onset of the rainy season in Rondônia, usually 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. The planting is carried out collectively, with the participation of the 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 did not adapt to the new location (from the nursery to the degraded area) and install monitoring cameras when necessary.