One of the substantial elements for the human beings to survive is oxygen, over 20% of which is produced in the Amazon Rainforest.

Nowadays, rainforests around the world are continuously cut down to make room for raising crops, particularly soy, and cattle farming. Cattle pastures occupy 80% of the deforested areas in the Amazon. Pasture run-off contaminates rivers. Fires used to manage fields often spread into the remaining forests. The deforestation caused by ranching also contributes to climate change, releasing 340 million tons of carbon into the atmosphere each year.

For a long time Amazon Rainforest have been waiting for salvation. And surprisingly it came along with just one human. Swedish businessman Johan Eliasch who acts as environmental consultant for the British Prime Minister), chairman and CEO of sporting-goods group Head, and founder of Cool Earth to work with local communities to protect forests around the world.

In 2005, Johan Eliasch created the Rainforest Trust and purchased for preservation purposes a 400,000-acre (1,600 km2) rainforest area in the heart of the Amazon rainforest near the Madeira River. And from an initial target of saving 4,500 acres of rainforest, but Cool Earth and its community partners now protect over 650,000 acres.

What an inspiring story about a “a millionaire with a conscience” who strives to make this world better!

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