
 
2  DISCUSSIONS  
2.1  Greenpeace and Brazil’s Soy 
Moratorium 
With  the  deforestation  issue  and  the  power 
concentrated  in  the  domestic  government  as  the 
starting points, the  role of  Greenpeace as  an NGO 
has  emerged.  Greenpeace,  in  collaboration  with 
local communities in the Amazon, has performed its 
investigations  since  1998.  In  2004,  Greenpeace 
began  documenting  the  impact  of  industry 
emergence  on  the  destruction  of  the  Amazon 
rainforest,  especially  in  the  Santarem  region, 
published in a report entitled Eating Up Amazon.  
Initially, Greenpeace took note of the soy export 
data to Liverpool in 2005 from the port of Santarém, 
Brazil; 340,000 tons, with the other ports in Brazil 
not  included.  Greenpeace  then  investigated  soy 
exports and it was determined that it was not only 
Liverpool, but also Amsterdam, which had become 
the two biggest soy importing cities. Soy is used as 
livestock  feed  and  is  considered  to  be  cheap  with 
sufficient  nutrition.  The  increasing  level  of  soy 
exporting  through  Santarém  resulted  in  the 
conclusion by Greenpeace that the establishment of 
Cargill  in  Santarém  and  of  farmers  in  the 
surrounding  areas  was  closely  related  to  soy 
production and Amazon rainforest deforestation.  
Europe is heavily dependent on soy imports for its 
livestock  production.  This  makes  Europe  a  soy 
importer, bringing in both seeds and the pulp. Brazil 
replaced the United States as the world's largest soy 
exporter in 2003, and in 2004, Brazil made up 63% 
of  the  European  Union  countries’  total  soy imports 
(Dros, 2004). The soy trade chain is global; exported 
in the form of soybeans or as livestock feed. Soy and 
soy-based  products  have  connected  producers, 
traders,  and  crushers  in  Latin  America  to  the 
crushers,  food  industries,  livestock  industries, 
slaughterhouses and retailers in the United States, as 
well  as  to  European  consumers  (ISTA  & 
Hadiprayitno, 2010).  
On  April  6th,  2006,  the  same  day  as  the 
publication of the Eating Up Amazon report, several 
groups of people dressed in large chicken costumes 
and entered McDonald's in seven major cities in the 
UK (Eisenberg, 2006). It was a protest against food 
producers;  chickens  symbolise  the  livestock  which 
consumed soy as the result of deforestation. 
Greenpeace  is  targeting  the  cessation  of  the 
Amazonian deforestation. This demands cooperation 
from  the  companies  involved  in  the  food  chain  to 
commit  to  boycotting  soy  deforestation  products. 
One  of  the  voluntary  commitments  proposed  by 
Greenpeace  was  the  Soy  Moratorium,  which  is  a 
mechanism to monitor and evaluate soy plantations 
in  the  Amazon.  The  Soy  Working  Group  is  a 
monitoring  mechanism  that  was  established  as  a 
result of the Soybean Moratorium. 
In its initial campaign, Greenpeace proposed the 
idea  of  establishing  a  working group  consisting  of 
soy traders, producers, NGOs and the government to 
come  up  with  an  action  plan.  Greenpeace’s 
advocacy in relation to mobilising the public opinion 
is comprehensive as it does not only involve support 
from the community and the consumers, but it also 
brings in the local producers. 
Greenpeace invited a number of companies with 
large  purchasing  power,  such  as  Cargill,  ADM, 
Bunge, Dreyfus and Amaggi, to attend and negotiate 
together about the threat posed to the survival of the 
Amazon  rainforest  (Greenpeace,  2006). 
Greenpeace's proposal received support from WWF, 
which considers that the circulation of soy farming 
businesses can be safe if accompanied by transparent 
land  use  planning,  supervision  and  government 
policy support. 
The  willingness  of  McDonald’s  to  cooperate 
with  Greenpeace  constituted  a  turning  point  for 
Greenpeace’s  diplomatic  power.  By  cooperating 
with  McDonald’s  as  a  representation  of  large  food 
companies, it became easier for Greenpeace to gain 
support from other food companies. This is proven 
by  the  support  of  Alpro,  ASDA  (Wal-Mart),  El 
Corte  Inglés,  Lidl,  Marks  &  Spencer,  Morrisons, 
Ritter-Sport, Sainbury's, Tegut, Tesco and Waitrose. 
Alongside this increasing support, Cargill and other 
companies,  which  are  members  of  ABIOVE  and 
ANEC  as  soy  trading  companies,  were  forced  to 
evaluate their production system. The willingness of 
McDonald’s  became  an  entry  point  to  the 
negotiation agenda. 
The  approval  of  the  Soy  Moratorium  in  July 
2006 by ABIOVE and ANEC was unpredictable. In 
October  2006,  the  Soy  Working  Group  was 
established  to  ensure  the  implementation  of  the 
moratorium  consisting  of  soy  companies, 
environmental NGOs and civil society groups. Upon 
the achievement of the Soy Moratorium agreement 
in  July  2006  and  the  establishment  of  the  Soy 
Working Group in October 2006, a meeting between 
the representatives of the Brazilian Government and 
the Soy Working Group was held in April 2007. The 
Brazilian  government  was  represented  by  Dilma 
Rousseff,  the  Chief  of  Staff,  responsible  for  the 
implementation  of  the  National  Plan  against 
Deforestation. 
International Environmental Non-Government Organization (IENGO) Diplomacy in Emerging Countries
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