The DeBeers Forevermark brand has entered into a joint venture with the African Safari company Explore, Inc., to support the preservation of white rhinoceros and other animals facing extinction in Africa. The preservation society is known as the Tlhokomela Trust. The word “Tlhokomela” means “to protect” in Setswana which is the main language of Botswana, which is where DeBeers has relocated their central selling office. DeBeers operates a group of diamond mines in Botswana in cooperation with the government. Botswana is one of the largest diamond producers in the world.
Approximately thirty percent of the Gross Domestic Product of Botswana is generated by the diamond industry. It goes without saying that DeBeers and the diamond industry plays a major role in the development of the country.
“Forevermark’s support of the is part of an ongoing commitment since the 1970s by De Beers to protect the diversity of the natural world in which it operates,” said Stephen Lussier, CEO of Forevermark and executive VP of Marketing for De Beers. For every acre of land used for mining by De Beers, five acres are dedicated to the conservation of nature.
While we could certainly debate the effect that mining operations of all types have upon the environment, I think it is more productive to acknowledge the fact that DeBeers is actively trying to do something positive for the region in which it operates. It is nice to see such a large and expansive company trying to reduce their carbon footprint by dedicating specific amounts of land to the preservation of animals which are in danger of extinction.
Read the Full Article in Forbes.