2 DISCUSSIONS
2.1 Greenpeace and Brazil’s Soy
Moratorium
With the deforestation issue and the power
concentrated in the domestic government as the
starting points, the role of Greenpeace as an NGO
has emerged. Greenpeace, in collaboration with
local communities in the Amazon, has performed its
investigations since 1998. In 2004, Greenpeace
began documenting the impact of industry
emergence on the destruction of the Amazon
rainforest, especially in the Santarem region,
published in a report entitled Eating Up Amazon.
Initially, Greenpeace took note of the soy export
data to Liverpool in 2005 from the port of Santarém,
Brazil; 340,000 tons, with the other ports in Brazil
not included. Greenpeace then investigated soy
exports and it was determined that it was not only
Liverpool, but also Amsterdam, which had become
the two biggest soy importing cities. Soy is used as
livestock feed and is considered to be cheap with
sufficient nutrition. The increasing level of soy
exporting through Santarém resulted in the
conclusion by Greenpeace that the establishment of
Cargill in Santarém and of farmers in the
surrounding areas was closely related to soy
production and Amazon rainforest deforestation.
Europe is heavily dependent on soy imports for its
livestock production. This makes Europe a soy
importer, bringing in both seeds and the pulp. Brazil
replaced the United States as the world's largest soy
exporter in 2003, and in 2004, Brazil made up 63%
of the European Union countries’ total soy imports
(Dros, 2004). The soy trade chain is global; exported
in the form of soybeans or as livestock feed. Soy and
soy-based products have connected producers,
traders, and crushers in Latin America to the
crushers, food industries, livestock industries,
slaughterhouses and retailers in the United States, as
well as to European consumers (ISTA &
Hadiprayitno, 2010).
On April 6th, 2006, the same day as the
publication of the Eating Up Amazon report, several
groups of people dressed in large chicken costumes
and entered McDonald's in seven major cities in the
UK (Eisenberg, 2006). It was a protest against food
producers; chickens symbolise the livestock which
consumed soy as the result of deforestation.
Greenpeace is targeting the cessation of the
Amazonian deforestation. This demands cooperation
from the companies involved in the food chain to
commit to boycotting soy deforestation products.
One of the voluntary commitments proposed by
Greenpeace was the Soy Moratorium, which is a
mechanism to monitor and evaluate soy plantations
in the Amazon. The Soy Working Group is a
monitoring mechanism that was established as a
result of the Soybean Moratorium.
In its initial campaign, Greenpeace proposed the
idea of establishing a working group consisting of
soy traders, producers, NGOs and the government to
come up with an action plan. Greenpeace’s
advocacy in relation to mobilising the public opinion
is comprehensive as it does not only involve support
from the community and the consumers, but it also
brings in the local producers.
Greenpeace invited a number of companies with
large purchasing power, such as Cargill, ADM,
Bunge, Dreyfus and Amaggi, to attend and negotiate
together about the threat posed to the survival of the
Amazon rainforest (Greenpeace, 2006).
Greenpeace's proposal received support from WWF,
which considers that the circulation of soy farming
businesses can be safe if accompanied by transparent
land use planning, supervision and government
policy support.
The willingness of McDonald’s to cooperate
with Greenpeace constituted a turning point for
Greenpeace’s diplomatic power. By cooperating
with McDonald’s as a representation of large food
companies, it became easier for Greenpeace to gain
support from other food companies. This is proven
by the support of Alpro, ASDA (Wal-Mart), El
Corte Inglés, Lidl, Marks & Spencer, Morrisons,
Ritter-Sport, Sainbury's, Tegut, Tesco and Waitrose.
Alongside this increasing support, Cargill and other
companies, which are members of ABIOVE and
ANEC as soy trading companies, were forced to
evaluate their production system. The willingness of
McDonald’s became an entry point to the
negotiation agenda.
The approval of the Soy Moratorium in July
2006 by ABIOVE and ANEC was unpredictable. In
October 2006, the Soy Working Group was
established to ensure the implementation of the
moratorium consisting of soy companies,
environmental NGOs and civil society groups. Upon
the achievement of the Soy Moratorium agreement
in July 2006 and the establishment of the Soy
Working Group in October 2006, a meeting between
the representatives of the Brazilian Government and
the Soy Working Group was held in April 2007. The
Brazilian government was represented by Dilma
Rousseff, the Chief of Staff, responsible for the
implementation of the National Plan against
Deforestation.
International Environmental Non-Government Organization (IENGO) Diplomacy in Emerging Countries
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