Two years ago, Brazil's government approved the controversial law that favoured agribusiness's interests. This law provoked fury among scientists and environmental NGOs and the issue was one of the most important disagreement among Brazilians. The case focused on whether or not the areas conserved hinder agricultural development, while experts warned that there would be an ecological disaster if the ecosystem were jeopardized.

Today, the results of this initiative are unclear and the only hope for forests conservation is that "private Initiatives have sprung up to support compliance in the form of international certification standards”. However, following international certification is the route to sustainibility? The “sustainable” market transformation involves millions of dollars. For example “The Roundtable on Sustainable Palm Oil" or "The Roundtable on Responsible Soy", each worth many billions of dollars annually. Might these international certifications standards be a promise of a strategic environmental success, or nothing more than a greenwashed business as usual?