John Elkington

A world authority on corporate responsibility and sustainable development.

John Elkington

A Deep Dive Into Amazonia

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This past week, with a group including key people people from Generation Investment Management, Oxford University and Patagonia, I have enjoyed a deep dive into Natura‘s Amazonian supply chain. I plan to write up the (extraordinary) experience for my Substack ‘Rewilding Markets‘ series and for my new book. But, while they’re fresh in my mind, here are some images captured along the way.

Our early morning Amazonian ferry awaits
Belém fades into the distance
Where much would later be had
A carpenter at work on the jetty
Whatever the collective noun is for small boats
Char, Julie and Louise
En route to the “extractavist” forest
On arrival at a community in Abaetetuba, a spectacular breakfast awaits
Some of the Natura products based on local raw materials on display
Blossoming: spotted along the way
Ditto, with this time with thorns
One of the seeds they harvest
One of the tiny local land crabs
Spiralling
A son of our host, Vanido
Team shot
Black vultures are everywhere
Passers-by
A kettle, looming, congregation or wake of vultures
Toucan
Seeds waiting to be crushed
Papaya
End product on tap
Dragonflies abounded outside
Abstract moment as we arrive back at the ferry dock
Louise goes to earth at Aprocamp, a community farm at Santo Antônio do Tauá
Nest in a banana tree
Processing plant
Ditto
Explanations
We’re in Amazonia
A moment with Liliana, Louise, Aileen (in green) and Ines
Ruling the roost
Standard transport – if slightly fancy
Puddling
The lungs of the world
Stages of floral life and decay
Dancing
Ditto
We all had a herbal bath – an extraordinary experience, a blessing
Char’s turn
Brazil nut tree huggers
Exposed
A soil restoring plant, though not sure what it is
Ines, Liliana, Angela and Geraldo
That sinking feeling
Told I couldn’t eat a certain berry, I daubed my cheeks with it
Termite’s nest
Washing line
Various forms of Christianity are everywhere
A rarer sight these days: A VW Beetle, once endemic in the country
Feathered ears
Welcomed to the Ecoparque Natura
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Nuts and seeds
Oils are key raw materials
The effluent filtration garden
A feature in the landscape
Underneath
Shaded
A commercial stunt – and perhaps symbolising something a little different these days
It’s raining, again
We have been warned
Lunch is served – or at least some small part of it
Liliana and Louise
Belém waterfront – where we would later watch bats hunting above the river
Aileen
Artisanal brewery
Belém waterfront
Seen along the way
First breakfast in São Paulo
Logo of café, Pato Rei Pinheiros
Dengo chocolate factory
Seen in passing
Different coloured petals on same plant
Rootscape
Mural
Mural 2
Mural 3 in Vila Madalena, billed as the graffiti capital of the world
Four feet: a wall painting’s and Aileen’s
Eyed 1
Eyed 2
Embraced
Pollinating
Photographer’s studio
Democracy on life support
Glossy lips
Louise and toucan
A slightly faded heron
A plastic installation at Farm Rio fashion store, Harmonia

Charles Medawar, RIP

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Sad to hear of the death of my friend Charles Medawar. I wrote about his work at Social Audit in New Scientist back in 1978 – and I was thrilled when he agreed to be a founder member of the SustainAbility Council in 1996.

Last bumped into him in the Reform Club a few years back – and was reminded how much I had appreciated his wise counsel. A life of very considerable impact.

As I suspect was true of many people, I knew of his parents’ brilliance before I experienced his. The Guardian’s obituary can be found here: https://www.theguardian.com/world/2025/mar/16/charles-medawar-obituary. Go in peace.

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John Elkington is a world authority on corporate responsibility and sustainable development. He is currently Founding Partner and Executive Chairman of Volans, a future-focused business working at the intersection of the sustainability, entrepreneurship and innovation movements.

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