GREEN ROOF EFFECT - ProMéxico

62 Negocios i The Lifestyle
photos courtesy of pronatura
Perhaps the organization’s most important
project is its National Program for Reforestation
and Water Collection. Through
this project, 1,648 hectares of land were reforested
in 2008 in 11 Mexican states. This
resulted in more than 1.6 million trees being
planted in the states of Coahuila, Durango, Estado
de México, Guanajuato, Jalisco, Michoacán,
Nuevo León, San Luis Potosí, Tlaxcala,
Veracruz and Zacatecas. The program was
recognized by the Switzerland-based World
Economic Forum, its objective is to restore
25,000 hectares of highly degraded ecosystems
and plant 30 million trees by 2012 . In
2009, it incorporated 5 new federal entities
into this effort: Puebla, Hidalgo, Aguascalientes,
Morelos and the Federal District.
Also, each region represented by Pronatura
has different programs to promote the
development of sustainable communities.
“The results obligate
us to work closely with those
companies interested in lessening
their impact on nature or
implementing strategies
that directly benefit certain
ecosystems,” Roldán said.
These include environmental policies and administration;
the creation and management
of information for conservation; and the es-
tablishment of environmental education and
communication strategies. All the organization’s
programs are planned to have short,
medium and long-term impacts and its safe
to say they are here to stay.
In 2009, Pronatura is looking to promote
societal involvement and bring forth to the
general public the tools and mechanisms
needed to help with the conservation of
nature. “This translates into environmental
education,” said Sergio Roldán, director of
communication for Pronatura Mexico. “One
of Pronatura’s main objectives is to strengthen
the conscience of Mexicans concerning
environmental issues.”
To accomplish this objective, Pronatura, in
coordination with HAVAS Media, conducted