Rich Roll

So to date, how many acres or square miles have you been able to purchase and lock down?

So you're a third of the way there.

And essentially what you do is you go to these loggers and say, hey, how do you like your job?

You know, they're getting paid dog shit and it's a hard job and life is not awesome.

And you're in a position to be able to

like, I don't know, double their salary or like basically give them a better life to do the exact opposite of what they've been employed to do, to not destroy the rainforest, but to preserve it.

And it's a pretty, you know, I mean, does anybody say no to that offer?

That's a different thing.

We're going to talk about that.

Put that aside for now.

It's about incentives.

You're changing the incentive structure.

And it's a bottom-up solution, basically working at the ground level with these guys.

But how does that operate from a top-down perspective?

By taking those guys off the board, don't the big agricultural companies just basically fill that role?

So this isn't for clearing it for cattle grazing.

This is for the price of the wood itself.

The thing that I really appreciate about you is the fact that you do carry this incredibly hopeful, positive, inspirational message while also simultaneously holding the truth of the situation.

You're not shying away from what's happening.

You're shining a light on it, but you're refusing to allow that to make you a doom and gloomer about the whole thing.