Survival International is a worldwide movement to support tribal peoples. It stands for their right to decide their own future and helps them protect their lands, environment and way of life. Master reference drawn 27.10.03 ‘Harvest Moonshine’ taking you for a ride A critique of the ‘rainforest harvest’ - its theory and practice BY STEPHEN CORRY ...and believe this of me: there can be no kernel in this light nut; the soul of this man is his clothes; trust him not in matter of heavy consequence... Shakespeare - All’s well that ends well II.v Some say that the “harvesting” of rainforest products and their marketing on an international level can save the forests and their inhabitants. Others, including the author of this article, believe this is at best a money-making gimmick and at worst a harmful idea which could have exactly the opposite effects and lead to more destruction. Focussing on the predicament of tribal peoples, the author argues that it is vital for their future that the “harvest” ideology is rejected and that support for them is channelled, not into purchasing power for forest products, but into a worldwide outcry demanding respect for their rights. These beliefs have been attacked by the companies promoting the “harvest”1 and the debate has become a very serious difference of opinion, the eventual outcome of which could shape the way rainforests and tribal peoples’ issues are seen by the general public for years to come. ive hundred years ago, when consequences for the indigenous peoples of political philosophy, but by farmers directing Columbus sailed the ocean blue, he the Americas. their ire at the US government’s attempts to Fwas seeking new ways to trade, or at The parallels with today’s situation secure the profits of American companies. least a new artery to trade along. And he should not be exaggerated but they are With the demise of the Soviet empire, the found what he was looking for; it was not nonetheless there. Trade remains supremely US must rely increasingly on trade to China of course, but it was a new trade route motivating and the importance it has maintain its position as the world’s most which led to immense profits and the birth of acquired is not only economic. It is invested powerful country.2 Together with its major world empires. Columbus was a man with powerful symbolic values, linking it to devotional attitude to the “market”, and by of vision seeking wealth. When selling his concepts of prosperity, security and even no means unrelated to it, goes the audacious idea to his Spanish backers, he freedom. Trade (or the rules of trade - which fundamentalism of much of the American argued that it would be enormously is the same thing) recently brought violence establishment’s political and religious beneficial to the “civilised” world - Spain. onto the streets of Paris - a quarter century thinking; in this the USA is perceived, often He was right. Half a millennium later, after the riots which toppled de Gaulle. literally, as God’s chosen land. In the richest Spanish is second only to English as the Demonstrations which were held this time country in the world these allied and closely world’s most spoken European language. not by radical students externalising their linked philosophies make for a potent stew Of course everyone knows the youthful rebellion and their new found indeed. NOTES 1 See Cockburn; Roddick G.; Solo & Friedman. 2 “In the wake of the Gulf War... the Bush Administration announced the establishment of the ‘Enterprise for the Americas’ scheme... Columbus bore the banners of a world order about to subordinate Latin America; Bush’s initiative for the 1990s sets out to impose a uniform subjection to the priorities of a world market... Bush correctly saw in the irascible and greedy Genoese trader an ancestor to his own project” Gonzalez. 1 Harvest Moonshine - taking you for a ride Combine Harvesters Cultural Survival Inc. and the Body Shop THERE ARE DOZENS of companies through one project in Brazil. The and currently has shops in no less than involved in the “harvest”. But the Body Shop provides CS with funds and 41 countries including some of the principal proponent is the US the two companies are closely linked. most repressive to tribal peoples (such organisation, Cultural Survival Inc. The Body Shop, in an unwitting display as Indonesia and Malaysia). (CS) which is supported by the US of its own ethnocentrism, describes CS The Body Shop’s Brazilian project is government (strictly speaking it is that as; “An American organization in a settlement of Kayapó Indians; part of CS called Cultural Survival dedicated to helping indigenous where the company makes several Enterprises but as this is the biggest peoples retain their rights and culture exaggerated and paternalistic claims. part of CS in terms of turnover and as they learn to live within the modern It says, for example, “We can offer (the staff [Cultural Survival 1991], I have world by helping them establish trading Kayapó) a vastly better alternative (to used CS in this article for simplicity). link” (sic). logging and mining): an intact Although CS defines itself grandly as, No advertising? environment and a mutually respectful “The international advocate for the relationship with outsiders” (letter from human rights of indigenous peoples” Although the Body Shop began in Mark Johnston, Body Shop, 1 June (Cultural Survival 1992b), it has in fact England, its ideas (and even its name) 1993). It claims that it can, “Guarantee become largely a trading organisation. borrow heavily from American them their Intellectual Property Rights” It supplies products to a wide range of entrepreneurial thinking. It is loud and (ibid.). It even goes as far as saying groups including several so-called that the Kayapó are its “employees” “Fortune 500” companies - the biggest (statement by Mieke Van Leemput, corporations in the US. Antwerp, 4 May 1993). Progress? Promoting conservation? Even before it invented the “harvest” it Some of the Kayapó provide the Body saw its role as, “Both advocates for Shop with Brazil nut oil. But others indigenous peoples and economic have complained bitterly that the progress” (Wilck). It now makes the project is very divisive because it grandiose and paternalistic claim that, favours only a small group in the “In... using the marketplace to community and has been responsible transform it, (CS) will strengthen for angry confrontation and much indigenous groups by creating a niche jealousy amongst the Indians. The for them in the world economy” project was badly conceived and is (Cultural Survival 1990). brazen and (like McDonald's fast foods badly managed and even the Body Most of CS’s money in the mid- or the Holiday Inn) Body Shops Shop’s agent there has admitted that 1980s came from one department of everywhere in the world strive to look the community’s financial accounts the US government, the Agency for and even smell the same. Its staff are became mixed up with those of International Development (US AID). indoctrinated into a fierce company individuals. It has certainly not helped Nowadays government support is identification through in-house videos the Indians come together as one mostly in the form of loans; “US AID etc. (see Keily). It relies for its people; on the contrary, it has recently lent CS $3 million to finance advertising on a personality cult contributed to internal antagonisms trade... and to lend to... Amazonian centred on its founder, Anita Roddick and divisions, not to mention social producer groups” (Clay 1992b). (see Mackenzie), on marketing dislocation and alienation which (CS also receives funds from some gimmicks and on appropriating other recently ruptured the community pretty odd sources; for example Turtle organisations’ work and campaigns. completely. Tours Inc. of Carefree, Arizona, As it itself explains, “ ‘We don’t In this article I focus on these two promotes tourism to tribal peoples and advertise, to do so would add 60-70p companies firstly because the “harvest” has a brochure which includes such to the product. Whereas our marketing idea is largely the brainchild of CS. As remarks as: “[An expedition to the] methods only add about 3p’... it itself says, “CS created this concept primitive tribes still emerging from the Marketing methods have included for consumers and is responsible for ‘Stone Age’, gives you a rare support for organisations such as virtually all rainforest products on the opportunity to walk back in time...” Greenpeace...” (Tuck & Sanderson). market that promote conservation” The same document states; “For each Or, in the words of its founder; “Many (Cultural Survival n.d.a). And one of our trips that you take, we will of our projects that appear to be secondly, because the Body Shop is make a $50 contribution in your name philanthropic are in fact designed to the best known company pursuing the to a Cultural Survival organization." end up being self-financing... Other “harvest” within Britain. I also focus This turns out to be CS itself.) projects result in enormous media primarily on the effect on tribal peoples Outside the USA, though to a much coverage and so could legitimately be in particular, rather than all so-called lesser extent than CS, the cosmetic costed as public relations” (Roddick “rainforest peoples” (see note 33, company called the Body Shop is A.). The Body Shop has been p.11). promoting the “harvest” - mainly extremely successful and profitable 2 Harvest Moonshine - taking you for a ride The first rule of Trade (as it is perceived preserved. The “value” is taken to be the cut out from the so-called “development” in the West) is of course to make profit.