Owner Group Head, Johan Eliasch focused on global warming after finding that the phenomenon threatens sales of skiing. The Anglo-Swedish millionaire therefore chose to contribute to the preservation of the rich Amazon forest. He bought a sawmill in October 2005, two parcels logging for a total of 160,000 acres in the heart of the forest in the state of Amazonas, Brazil. The goal: to preserve these parcels of intensive exploitation. The amount of this investment charity is estimated by the Sunday Times at 8 million pounds.

According Courrier International, which devotes a page in its supplement "rich", Johan Eliasch estimated that 400 million hectares of the Amazon forest could be acquired. It is campaigning for celebrities and politicians follow his example. It also plans to produce alternative medicines, essential oils and saving the rainforests.

But, is it acceptable to close a sawmill Brazilian to slow deforestation of the Amazon?

Mr. Eliasch has been accused of "green colonialism". Indeed, it has banned logging on its land, speeding the closure of a nearby sawmill and raised the ire of its neighbours and national politicians, including President Luiz Ignacio Lula da Silva. The idea that polluters bought a virginity preventing poor countries to exploit their natural resources repugnant to many, and not only in Brazil. Note, deforestation is responsible for 20% of the human contribution to the greenhouse effect, rather than the transport sector. To complicate matters, Mr. Eliasch founded a company, Cool Earth, to expand its area, and even plans to sell "green certificates" on the Stock Exchange of carbon in Chicago, according to the Wall Street Journal.