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CAPACITY BUILDING OF PLAN VIVO PROJECTS
FINAL REPORT
Project funded by
THE FIA FOUNDATION
Project proposed by
THE PLAN VIVO FOUNDATION
Project implemented by
AMBIO
Time period of project
1 st of October 2008 – 28 th of February 2009
Project report handed‐in on the 16 th of April 2009
By Sandie Fournier
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TABLE OF CONTENTS
EXECUTIVE SUMMARY ............................................................................................................... 3
INTRODUCTION .......................................................................................................................... 4
1.PRODUCT AND MARKETING STRATEGY (referring to objectives 1 & 2): ................................ 7
1.1 The Plan Vivo market: Understanding customer needs: ..................................................... 7
1.2 The Plan Vivo market needs: ................................................................................................ 9
2.DEVELOPING A MARKETING PACKAGE: ................................................................................ 15
2.1 Web‐site: ............................................................................................................................ 15
2.2 Video: ................................................................................................................................. 15
2.3 Leaflet: ................................................................................................................................ 15
2.4 PowerPoint Presentation: .................................................................................................. 15
3.RELATIONSHIP WITH OTHER STAKEHOLDERS ....................................................................... 16
4.PROJECT LIMITATIONS .......................................................................................................... 17
5.CONCLUSIONS ....................................................................................................................... 18
GLOSSARY ................................................................................................................................. 19
APPENDICES: ............................................................................................................................ 20
Appendix 1‐AMBIOS’s website content (English version): ...................................................... 20
Appendix 2‐AMBIOS’s Video Script: ......................................................................................... 20
Appendix 3‐Leaflet on the Scolel’Te programme: ................................................................... 20
Appendix 4‐PowerPoint presentation on the Scolel’Te project: ............................................. 46
Appendix 5‐Photos taken during the project: .......................................................................... 53
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CAPACITY BUILDING OF PLAN VIVO PROJECTS:
EXECUTIVE SUMMARY
In October 2008, the FIA Foundation offered to support Plan Vivo projects (community‐led
land‐use projects in developing countries) to build their capacity. This was done through
funding a case study in the pioneer Plan Vivo project in Mexico called Scolel’Te. The Scolel’Te
programme has successfully demonstrated how carbon finance can be used to promote
sustainable land use management and improve livelihoods, while delivering Verified
Emissions Reductions (VERs) to help reduce climate change. One of the main weaknesses of
the project is its limited capacity to engage with the “market” and disseminate information
about its work and benefits. While Mexico has a significant number of large corporations
that could be interested in offsetting their emissions and supporting sustainable projects;
there is limited understanding of what the project can provide, and how it can be accessed.
The project aims at understanding what tools are needed in order to effectively demonstrate
the overall benefits of Plan Vivo projects. Therefore, the objectives of this project were to
understand the potential market, educate potential buyers, understand their needs and put
in place a more effective delivery mechanism. It was found that different promotional
materials should be used according to the market segment a project wishes to sell to or seek
support from. The promotional materials recommended and the tools to use are presented
in this report. Furthermore, from the market research conducted, a
marketing/communications strategy for all Plan Vivo projects is proposed. Various activities
are suggested that all projects should undertake in order to work collectively to increase
their profile. Findings of the project have been disseminated to other Plan Vivo projects in
order to share experiences and hopefully stimulate more widespread action.
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INTRODUCTION
Project background
Plan Vivo projects have already successfully demonstrated how carbon finance can be used
to promote sustainable land use management and improve livelihoods, while delivering
verifiable emissions reductions (VERs). However, there is a clear need to articulate and
disseminate the benefits of Plan Vivo projects to the public and sectors and to raise
awareness of the potential of the Plan Vivo System to contribute to climate change
mitigation and sustainable livelihoods. Whilst Plan Vivo projects have been successful in
proving to the global market that community carbon works, significant barriers to their
ultimate success exist in their lack of capacity to promote themselves effectively,
communicate the multiple benefits of Plan Vivo, access markets and deliver Plan Vivo
Certificates efficiently.
The continued support of the FIA Foundation has been instrumental in enabling the multibenefits
of the Scolel’Te Plan Vivo project and this has greatly contributed to its success.
The project “Capacity Building of Plan Vivo Projects” aimed to identify ways in which the
Plan Vivo System can use practical tools and approaches capable of being applied to all
projects to build their capacity, enabling Plan Vivo to reach more communities worldwide.
As the Scolel’Te project is the longest‐standing Plan Vivo project and has a historical
relationship with the FIA Foundation, it was used as a test case for developing strategies. The
outputs of this project should enable Scolel’Te to independently participate in markets,
operate more self‐sufficiently and promote itself effectively. In addition the strategy was
established in a way that the lessons learnt from this project could be transferred to other
existing and future Plan Vivo projects so that they could scale‐up and become more
independent.
Project Summary
To achieve the project aims, various objectives were set:
1. Identify key messages that need to be transmitted by the project and how; what
marketing and information packages are required, how should they be structured
and presented, and who they should be aimed at.
2. Identify the information/knowledge barriers that must be overcome to access &
capitalise on market opportunities.
3. Identify mechanisms that are useful for accessing and taking advantage of market
opportunities.
4. Building, strengthening and leveraging relationships with public agencies and bodies
capable of influencing private sector participation and/or providing public assistance
to projects.
5. Developing a marketing strategy and a more effective offset delivery system for Plan
Vivo projects.
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The above objectives were attained by completing the following activities:
Table 1: Objectives and activities
Objectives
1) Identify what key messages need to be
transmitted and how; what marketing and
information packages are required, how
should they be structured and presented,
and who they should be aimed at.
2) Identify the information/knowledge
barriers that must be overcome to access &
capitalise on market opportunities.
3) Identify mechanisms that are useful for
accessing and taking advantage of market
opportunities.
4) Build, strengthen and leverage
relationships with public agencies and
bodies capable of influencing private sector
participation and/or providing public
assistance to projects.
Tasks/activities
• Market research within Mexico to
identify potential buyers of carbon
offsets from Scolel’Te: this developed a
number of existing leads and contacts
including “Reforestamos Mexico”.
• Discussions with potential customers to
understand their requirements: this
included general discussions about how
offsetting might be included within
corporate environmental strategies; how
the costs might be passed on through in
the form of “offset products”, or service
offerings.
• Discussions with potential customers to
understand their requirements and
educate them about Plan Vivo and
Scolel’Te:
• Participating in a workshop and
conference to promote the project
nationally and internationally and to
identify barriers preventing access to the
VCM.
• Once mechanisms were identified, a
professional and attractive marketing
package was developed: this includes
printed material (in English and Spanish),
a 3min video, and an improved website,
stating that they are sponsored by the
FIA Foundation. These materials could
then be used as templates for other Plan
Vivo projects.
• Strengthen relationships with public
agencies such as the National
Government, who may be able to
strongly influence private sector
participation and / or public assistance to
the project. For instance, AMBIO is now
directly involved in the national strategy
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5) Developing a marketing strategy and a
more effective offset delivery system for
Plan Vivo projects.
development for potential REDD projects
implementation and presented itself to
be a pilot REDD project in Mexico. In
addition, it has been working closely
with Reforestamos Mexico (a corporate
sustainability group which obtains and
distributes funding for forest and
ecological restoration from Mexican
corporations) which is supporting and
helping the promotion of Scolel’Te in
Mexico.
• Partnership agreement with the French
Mexican Chamber for Trading and
Industry who works with 265 partners.
Those represent an important group of
potential purchasers.
• Development of a direct delivery
mechanism for Plan Vivo Certificates
from the Scolel’Te project: at the time of
the implementation of this project, most
purchases came via BR&D or other
routes, and the project had very limited
capacity or processes for dealing with
enquiries and completing sales. This task
involved setting up a point of sale,
developing a legal document for sales
made directly through AMBIO,
establishing a legal sale mechanism that
is deducible of taxes. This sales
mechanism could then be transferred to
other Plan Vivo projects.
This report presents the detailed results of the work and activities conducted throughout the
last 5 month.
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1. PRODUCT AND MARKETING STRATEGY
(Referring to objectives 1 & 2):
Identifying what key messages need to be transmitted and how; what marketing and
information packages are required, how should they be structured and presented, and who
they should be aimed at refers to the presentation to the public of Plan Vivo products and
the development of a marketing strategy. Before presenting the results of this investigation,
it is important to clarify what is defined as a “product” and as a “marketing strategy”:
‐ A product is “anything that is offered to a market for attention, acquisition, use or
consumption and that might satisfy a want or need” (Kotler et.al. 2005). This definition
explains that a product also refer to services and to promoting materials used to sell these
services.
‐ A marketing strategy is “the marketing logic by which the business unit hopes to achieve its
marketing objectives” (Hooley et.al. 2007).
For instance, the Plan Vivo projects’ marketing objectives could be to increase market share
of Plan Vivo Certificates and to scale‐up in order to generate higher financial, environmental
and social benefits in developing countries. To attain such objectives, a clear marketing
strategy should be established based upon market needs. Understanding market needs also
enables the development of an adequate marketing package (promotional material).
1.1 The Plan Vivo market: Understanding customer needs
1.1.1 The Plan Vivo market segmentations:
The Plan Vivo projects’ market was observed through interviews, PEST and SWOT analysis.
Data on the three market segments 1 of Plan Vivo Certificate purchasers were collected and
analyzed. The results are presented below.
Table 2: Trends in the Plan Vivo projects’ market
Market segment (category of
buyer) Individuals Organisations 2 Resellers TOTAL
Number of unit/segment 10 33 2 45
Volume of Certificates purchased
(denominated in tonnes CO 2 ) 122 287225 42591 329,938
Average (Certificates/unit/over a
5 year period) 12 8704 21295 7,331
Average Certificates/unit/year 2.4 1740 4259 1,466
(From the time period 2002‐2007)
1 The 3 market segments are individuals, organizations and resellers
2 Organisation: this category refers to organisation that are buying Certificates for their own ‘use’ i.e. for
offsetting or philanthropy rather than to resell
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Figure 1:
(From the time period 2002‐2007)
Figure 2:
From this data it was found that the core market was “organisations” which represented a
share of 73% of Plan Vivo project’s market in terms of numbers of buyers. In addition, this
category purchased 87% of the total volume of Plan Vivo Certificates sold during the period
analysed.
After conducting this study, research on profile and needs of each market segment was
conducted. This enabled the following description of segments.
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1.1.2 Plan Vivo market needs:
• Segment 1: Individuals
Being aware of the human impacts on the environment, individuals participate in climate
change mitigation by offsetting GHGs they emit through their activities (use of water,
electricity, transports and other). They see offsetting emissions through forestry carbon
sequestration as a personal and responsible choice that has a positive impact on both,
environment and rural livelihoods. In other words, they perceive their act as a bilateral
strategy aiming at defending two causes through the purchase of only one service. The two
causes defended are environmental protection and poverty reduction.
It was found that on average, individuals purchased 2.4 PV Certificates/year 3 representing
the amount of £11.52 per individual per year 4 . The evaluation of their CO 2 or CO 2eq footprint
can be obtained by using straight‐forward on‐line calculators (e.g. The SEPA/Act On CO 2
[UK] 5 , available at: http://actonco2.direct.gov.uk/index.html; Reforestamos
Mexico/Calculadora Mexicana de Carbono[Mexcio] 6 , available at:
http://calculatusemisiones.com/main.html and soon at:
http://www.ambio.org.mx/index.php?option=com_wrapper&Itemid=43) which are free of
charge for users. If Plan Vivo projects wish to add an external calculator on their website for
more transparency when providing emissions evaluation, coordinators would need to
contact calculator providers and reach an agreement on the use such a calculator. Usually a
fee per click is applied.
If a strong marketing campaign was launched; Plan Vivo Certificates could be easily sold in
this segment due to the low‐cost and multi‐beneficial aspects of the service perceived by
individuals. However, current lack of promotion and strong competition from bigger VER
providers are restraining the access to this segment. Nevertheless, it is believed that adding
Plan Vivo Projects on an external portal reselling VERs could have a positive impact on the
promotion of their activities and on accessing a wider share of the market. During the
project, Ecosystem Marketplace representatives were approached in order to include the
Scolel’Te, the Trees for Global Benefit and the Nhambita projects on their forestry carbon
projects portal. This first contact also enabled the registration of data on the Scolel’Te
programme for their next market analysis: “The State of the Voluntary Carbon Market
2009”. Other Plan Vivo projects coordinators were also made aware of this.
Materials developed for this segment: It is recommended to add a PayPal system on the
project’s website so that payments can be done easily and securely. It is also advised to add
a donation window (i.e. during this project both facilities have been installed on the AMBIO
website: http://www.ambio.org.mx/htmls/donacion/)
3 Based on the Plan Vivo Foundation’s buyer register from the time period 2002‐2007)
4 Based on the price structure operated by AMBIO ( £4.80/tCO 2 from 0 ‐ 500 tCO 2 purchased)
5 http://actonco2.direct.gov.uk/carboncalc/html/index.aspx
6 http://calculatusemisiones.com/main.html
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• Segment 2: Organisations/companies
Organisations and companies offset their emissions, after having considered the interests of
their corporation, to take responsibility for the impact of their activities on the environment.
This segment, based on observation of past sales, represents the target market of Plan Vivo
projects. Indeed, organisations have purchased 287,225 Plan Vivo Certificates in total over
the last a 5 years, an average of approximately 8703. Although the average sale volume is be
lower than the average for resellers, organisations and companies are more likely to find
synergies with Plan Vivo objectives as they are directly offsetting their own emissions, and
are thus more likely to develop long‐term relationships with projects.
After consulting various entities on their views on carbon offsetting and forest carbon
projects, important information on their needs and interest was collected. It is of the utmost
importance to identify and understand company perceptions as the current global financial
crisis is likely to severely affect their decision making.
In demonstration of this, the main interest identified was related to how companies could
additionally benefit from purchasing carbon credits. To respond to this need, it is advised
that the Plan Vivo Foundation builds‐up an on‐line participants 7 ’ network which would
distribute each other’s media assets (i.e.: a “useful links” or “collaborators” ‘ section
presenting participants’ logo and websites links). If such a strategy was to be implemented, a
formal contract would have to be signed by participating parties to regulate dissemination of
information, confidentiality etc. Participants can decide whether or not they will distribute
media assets on their website. Also, to strengthen Plan Vivo projects and the Plan Vivo
Foundation, it is essential that all representatives create an information network. It was
proposed to create an online forum of discussion so that all projects and the Foundation
could work as a group and respond more efficiently to market demands and compete more
adequately in the voluntary carbon market (VCM).
Materials developed for this segment:
Leaflets: Projects coordinators should invest in creating appealing promotional materials for
this segment. Information should be very basic and be aimed at small and large companies.
Leaflets presenting the following should be developed:
• Description of the project activities and Plan Vivo System and its impact on
ecosystem and livelihoods
• A brief description of project coordinating organisation
• A basic explanation of the forestry carbon sequestration process (preferably through
images)
• Presenting the problematic of climate change
• List of benefits of purchasing Plan Vivo Certificates.
• Inter organisational structure (i.e. organigramme with the Plan Vivo Foundation,
project coordinators, producers, clients)
• Presenting price structure is strongly recommended for transparency purposes (even
if this price structure is revised and/or changed frequently.
7 (project coordinators, the Plan Vivo Foundation, research centres, participating private consultants and above
all, PV certificates purchasers)
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• Contact details
A brief PowerPoint Presentation for interviews and meetings with potential buyers:
In this presentation, it is recommended to include the following information.
• Description of the project activities and Plan Vivo System and its impact on
ecosystem and livelihoods
• Brief description of project coordinating organisation
• Basic explanation of the forestry carbon sequestration process (preferably through
images)
• List of benefits to potential clients: add up‐to‐date facts and figures on companies’
image embellishment or list of large companies already taking part in carbon
offsetting on possible profits; mention diffusion of the company’s involvement in
project
• Inter organisational structure (i.e.: organigramme with the Plan Vivo System, project
coordinators, producers, clients)
• Brief explanation on how organisations can obtain carbon footprint evaluation
(partners, private consultants, etc)
• Presenting price structure is strongly recommended for transparency purposes.
• Contact details
A 3min Video: It is also recommended to make a 3min video presenting the project including
the following:
‐Brief explanation of the project and its aims
‐Short interviews with project coordinators
‐Interview with producers
‐Interview with Plan Vivo Certificate Buyer
‐Explaining how to purchase Plan Vivo Certificates and how it has helped communities while
protecting the environment.
To view the video, please contact Sandie Fournier at s_fournier@hotmail.fr. The video on
the Scolel’Te programme will be available on the AMBIO’s website in a week time at:
http://www.ambio.org.mx/index.php?option=com_wrapper&Itemid=46
• Segment 3: Resellers
Resellers buy Plan Vivo Certificates in bulk in order to resell them to customers. In average,
they have purchased 21 295t/CO 2 /reseller/over the last 5 years; however, it should be noted
that up to 2007, only two organisations had bought to resell but since the Plan Vivo
Foundation has initiated a registration process for resellers, there are now 6 registered
resellers (see the Plan Vivo Foundation’s website:
http://www.planvivo.org/fx.planvivo/scheme/buyerregister.aspx ). In addition, the majority
of 2008 sales were to resellers. This suggests that there is potential within this segment for
expansion. Resellers are also usually well aware of the PES concept.
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Promotional materials to be used to present Scolel’Te or other Plan Vivo projects should be
more technical and focus on three aspects:
• Security of purchase and risk mitigation (e.g. risk buffer to protect against unforeseen
losses to carbon stocks, use of escrow account for increased financial security, buyers
register to demonstrate transferred ownership of carbon credits, operators’ technical
experience, other measures guaranteeing transparency, etc)
• Additional environmental benefits (conservation and restoration of ecosystems,
biodiversity, watershed protection, soil protection, etc)
• Social benefits (diversification of income, horizontal and participative planning, capacity
building, etc)
Materials for this segment should not be costly as a straight forward PowerPoint
presentation and distribution through e‐mail could be successful if done effectively.
Various recommendations were made based on the analysis of the market research. These
can be used by other and/or future Plan Vivo developers.
Additionally, the Scolel’Te administrative director (Elsa Esquivel) with the Plan Vivo
Governance and Policy representative (Alexa Morrison) and the project manager of
“Capacity building of Plan Vivo projects” (Sandie Fournier) also attempted to propose a
marketing strategy that could be used by all the Plan Vivo projects and the Plan Vivo
Foundation itself. The elaboration of the strategy was based on what was learnt from VER
purchasers’ feedback and on other actors in the VCM as well as on the personal views from
Alexa Morrison, Elsa Esquivel and Sandie Fournier. The strategy proposes the following:
Background
Anticipating that various parts of the USA are going to use a cap and trade scheme; there is a
strong opportunity to expand the Plan Vivo market as the USA will enter more
predominantly into the voluntary market. Additionally, there is currently strong interest in
investing in both energy and forestry sectors. The state of California, already demonstrating
a high level of awareness of climate change mitigation options, is thought to be the core
market in the USA.
Therefore it is crucial to develop a strategy enabling Plan Vivo projects and the Plan Vivo
Foundation to appropriately respond to new market needs. As Plan Vivo is competing with
other, well‐resourced standards, and because competition between standards will become
very fierce in these coming years; there is a need to start working as a group – Plan Vivo
projects and the Plan Vivo Foundation ‐ in order to strengthen project capacity and the Plan
Vivo System in general.
The following table (table 3) presents the main barriers that the Plan Vivo ‘group’ needs to
overcome in order access and capitalise on market opportunities. It also suggests actions to
overcome these barriers.
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Issues
1)Lack
promotion
of
Table 3: Elaborating a Marketing Strategy
Corrective Measures
1.1 Pass on project promotional material to all projects coordinators ‐ through the
Plan Vivo Foundation ‐ in order to present them when opportunities arise (incountry/international
conferences, workshop, etc).
1.2 Add project website links on the Plan Vivo website (will be added in March)
1.3 Make a 5 min video or webinar of what the Plan Vivo Foundation does,
including presentation of each project and post it on the Plan Vivo website.
1.4 Get funding from external entities for the implementation of the activities
that this strategy involves
1.5 Allocate a percentage from sales for promotion and development through a
transparent mechanism
2) Lack of interinstitutional
communication.
2.1 Create on online forum of discussion/information for the Plan Vivo
Foundation and Plan Vivo projects (to be developed by project manager of a new
project aiming at carrying out the following up of the capacity building of Plan
Vivo Projects or by the person developing the Plan Vivo Foundation website).
2.2 Organise yearly stakeholder meetings taking place at project sites (facilitating
communication and knowledge on other projects’ methods of coordination and
operation). Ideally, workshops will be led by project coordinators and funding
proposals to obtain the financial support to realise these meetings should be
written by project coordinators and the Plan Vivo Foundation.
3) Prices and
operation
transparency
3.1 Create a section on the forum of discussion that enables project coordinators
to discuss how they set prices and ensure equitable percentage goes to
producers.
3.2 Quarterly newsletter (based on the first newsletter draft) to publish on the
Plan Vivo website and projects websites if requested (info to publish: new
projects, sales made, important news about projects and about markets, new
groups of producers/community entering Plan Vivo projects, etc).
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4)Support from
the Plan Vivo
Foundation
board of
directors
4.1 Within the Foundation there are very knowledgeable directors who are
experts in a very wide variety of fields. Their input could greatly benefit to the
Plan Vivo System. For instance there is a need to develop objective
methodologies that evaluate:
4.1.1 Biodiversity protection
4.1.2 Watershed protection
4.1.3 Social benefits : Sarah Carter from BR&D and Stephanie Paladino from
ECOSUR have just submitted their socio‐economic reports on the Uganda and the
Scolel’Te projects respectively which should help the group move forward in this
area.
4.1.4 Operation of each project (internal verification)
4.2. Support of directors in promoting projects.
4.3 Participation of directors in the online forum of discussion
5) Clarifying the
Plan Vivo
Foundation and
projects’
functions and
responsibilities
6)
Understanding
our customers’
needs
5.1 Establishing a membership structure in order to set a voting system amongst
the board of directors, the PVF and projects coordinators for all relevant decisions
to be taken.
5.2 Revising the MoUs that the Plan Vivo Foundation has with projects.
6.1 Designing a questionnaire that will be given to all PV Certificate purchasers in
order to:
‐understand the purpose of their purchase
‐Find out why they decided to buy Plan Vivo Certificates and what they are
looking for in a project.
‐Find out if they had already reduced and/or offset their emissions before and if
yes how.
6.2 Publish results in online forum.
These suggestions were sent to all project coordinators in order to obtain their feedback on
this strategy. This cooperative approach should enable the Plan Vivo group to develop
methodologies and mechanisms in a fair and transparent way.
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2. DEVELOPING A MARKETING PACKAGE:
2.1. Web‐site:
During the project, various marketing materials were created. Firstly, AMBIO’s website
(www.ambio.org.mx) has been redesigned to add information sought by the target market.
For instance, windows explaining environmental and social benefits, permanence,
additionality, the risk buffer, and work done in collaboration with other research centres
have been added. Also, a Paypal payment system is now available on the website so that
visitors could make voluntary donation. In addition, a section entitled “carbon footprint
evaluation” was designed and can now take visitors to a window were they could write to
AMBIO if they wish to have their own carbon footprint evaluated. A calculator was also
added on this window. Colours, pictures and general designs were changed in order to have
a more harmonious website that can provide essential information about AMBIO’s projects.
The website is now also available in English and its content is presented in annex 1.
2.2. Video:
A professional video was made in order to present the Scolel’Te project and the Plan Vivo
System to the public. The video presents the following:
• A brief explanation of the climate change issue and its impacts in Mexico with shootings
of images showing climate change causes and consequences.
• Short interviews with project coordinators: one explaining the administrative processes
and another explaining the technical aspects of the project.
• Interviews with producers.
• Producers and regional technicians’ work.
• An explanation of how to purchase Plan Vivo Certificates and how this helps
communities whilst protecting the environment.
The video is in Spanish with English subtitles (the script is presented in appendix 2)
2.3. Leaflets:
Leaflets were designed according to recommendations and requirements of potential
customers interviewed. These are available in English and Spanish
Appendix 3 presents the English version of the leaflet that was designed for the Scolel’Te
project.
2.4. PowerPoint presentation:
A standard PowerPoint presentation was designed. This presentation is for a targeted
audience (other project developers and organisations). This is presented below in appendix
4.
15

3. Relationships with Other Stakeholders
Relationships with public agencies such as the National Government, who are able to
strongly influence private sector participation and/or public assistance to the project were
strengthened. Thanks to meetings with representatives of the CONAFOR, AMBIO is now part
of the working group developing the national strategy for the implementation of REDD
projects in Mexico. AMBIO decided to take part in this collaboration in order to use the
experience gained through forest conservation projects they are operating, so that the
methodology can be applied in a pilot REDD project. If this aim is attained, and if the REDD
mechanism is accepted in the post‐2012 UNFCCC policy framework, the Plan Vivo System
will be applied for all REDD projects developed in Mexico and thus will strongly benefit from
this new development. In addition, this could generate opportunities for other Plan Vivo
projects to participate in the potential post‐Kyoto mechanisms more easily.
Private support was also obtained during this project. For instance, the corporate
sustainability group Reforestamos Mexico have been supporting AMBIO by providing
important resources such as the carbon calculator for its website. Lastly, a partnership
agreement was signed with the French‐Mexican Chamber for Trading and Industry (FMCTI).
This agreement will bring AMBIO many advantages. For instance, a contact list of 265
potential customers who are already partners of the Chamber will be provided. The FMCTI
will support AMBIO by:
‐organising meeting with other partners,
‐promoting the project in their monthly newspaper
‐organising conference with all partners where AMBIO will be able to present the project
publically.
Lastly, various actors of the VCM were met during the workshop held in Mexico City and the
conference taking place in New York City. This has enabled AMBIO to promote itself
nationally and internationally but also to establish contact with important actors of the VCM:
‐The Ecosystem Market Place: ashapiro@ecosystemmarketplace.com,
‐Bunge Global Agribusiness: Antonio.valleneto@bunge.com,
‐Emission Credits Corporation: rcoulter@eccorp.org,
‐ TerraCarbon: manuel.estrada@terracarbon.com,
‐ TZ1: Joanna.silver@tz1market.com,
‐ZeroEmissions: serge.cuadrat@zeroemissions.abengoa.com,
‐Habitat Entreprises: e.thomas@habitatentreprise.ca,
‐Markets Mission: mvp@missionmarkes.com.
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4. PROJECT LIMITATIONS
The strategy development presented in this document highlighted various activities that
need to be undertaken in order to build capacity of all Plan Vivo Projects. Many of these
activities require sustained efforts and additional resources. To undertake these activities
project coordinators may need to find additional sources of external funding.
17

5. CONCLUSIONS
The work carried out over the last five months has enabled the identification and
development of tools and mechanisms capable of being applied to all Plan Vivo projects. The
various methods proposed in this report were elaborated in order to build project capacity
in a way that should enable projects to communicate more effectively and access more
support, ultimately increasing social and environmental benefits in regions where their
activities are taking place. To reach this aim, it is strongly recommended that all Plan Vivo
project coordinators implement their marketing strategy through experience exchanges
based on in‐group communication (e.g. virtual forum of discussion). This is proposed
because one of the most important barriers identified was that miscommunication or lack of
communication is preventing projects from having the maximum impact on rural livelihoods
and on the environment. The marketing package presented in this report was elaborated in
a way that is flexible enough so that all projects can apply it to promote their activities.
However, it is of the utmost importance to regularly review information presented in
promotional materials with the Plan Vivo Foundation as otherwise different data could be
handled thus affecting the image of transparency that the Plan Vivo System has and aspires
to maintain. Follow‐up activities could be carried out if additional funding is obtained;
therefore, projects coordinators should work together in order to build the required
resources to implement their group strategy.
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GLOSSARY
CO 2 : Carbon Dioxide
CO 2e : The equivalent concentration of all greenhouse effect gases in the atmosphere
expressed as carbon dioxide according to their warming potential.
PEST analysis: A planning tool for identifying the external Political/Legal, Economic, Social,
and Technological issues that could affect the strategic planning of an organisation.
plan vivo: This refers to a sustainable land‐management plan for a specifc piece of land,
drawn‐up by the land‐holder.
Plan Vivo Certificate: An environmental service certificate representing the long‐term
sequestration or avoidance of one tonne of CO 2 e, plus additional environmental and social
benefits.
Plan Vivo project: A project the Plan Vivo Foundation has registered following validation
that it is successfully implementing and developing the systems it requires to provide
quantifiable ecosystem services and promote sustainable livelihoods.
Plan Vivo Registry: The official records of how many Plan Vivo Certificates have been issued
by the Plan Vivo Foundation.
Plan Vivo Reseller: A company, organisation or individual that has been registered by the
Plan Vivo Foundation as an official reseller of Plan Vivo Certificates.
SWOT analysis: An assessment tool for identifying the overall strategic situation in an
organisation by listing its Strengths, Weaknesses (internal), Opportunities and
Threats(external).
VERs: Voluntary Emissions Reductions, carbon credits generated by projects where there is
no legal requirement to do so and where they are not registered under a compliance
framework, i.e. out with the Clean Development Mechanism or any other regulatory
scheme.
19

APPENDICES:
Appendix 1‐AMBIOS’s website content (English version):
Home:
AMBIO Management of Natural resources towards sustainable development
Scolel’Te/ Coffee and carbon offsetting / Fire management/Agroforestry/Ecosystem
services/ Rural Development and gender equality/
Home/About us/ Activities/ Projects/ Photo Gallery/ Library/ Collaborators/Contact Us:
About us
Mission and
Vision
Background
What do we do
Corporative
Structure
Operational
Framework
Carbon
Sequestration
Ecosystem
Services
Fire
Management
Agroforestry
Rural
development
and gender
equality
Library
Articles
Events
Leaflet
Reports
Workshops
Notes
Reviews
Thesis
Other
Partners
Critical Ecosystem
Partnership Fund
Ecosur
The FIA Foundation
The Plan Vivo
Foundation
NR Internacional
Reforestamos Mexico
The Carbon Neutral
Company
WELCOME
Deforestation and forest degradation are the second most important sources of CO 2
emissions globally and they represent 17.4% of the total Greenhouse Gases (GHGs) emitted
worldwide.
One of the most adequate mitigation systems for emissions reduction is carbon offsetting
through forestry. In addition due to the photosynthesis process, forestation is known as
being the only mitigation process that directly uptake global atmospheric carbon.
The cooperative AMBIO has been operating the pioneer carbon sequestration project
Scolel’Te for more than 11 years. This has enabled AMBIO to gain an invaluable experience
from its collaboration with farmers and its active participation in the Voluntary Carbon
Market (VCM) and in the future potential Reduced Emission from Deforestation and
Degradation(REDD) market.
Help us combat climate change, your support can be more than an act of generosity. It has
been demonstrated that offsetting CO 2e emissions through forestry helps improving rural
livelihoods, efficiently combat climate change and is an adequate action for fulfilling your
Corporate Social Responsibilities.
20

Scolel’Te:
The University of Edinburgh (UK) in collaboration with ECOSUR participated in designing and
implementing the Scolel’Te project which quickly became one of the foremost projects in
Ecosystem Services (ES) for forestry carbon sequestration. Currently there are various
indigenous communities participating in the programme: the Tzeltales, Tzotziles, Choles and
Lacandones in Chiapas and the Chinanteca communities in Oaxaca.
The experience gained during the project development phase formed the basis of the Plan
Vivo System (www.planvivo.org). The Plan Vivo System is a guiding methodology for
forestry carbon sequestration project development in Mexico and worldwide; it has enabled
the participation of communities and Ejidos (communal land shared by a community) in the
Voluntary Market for Ecosystem Services.
Today, the Plan Vivo System has been implemented in two other projects: the Nhambita
Community Carbon Project in Mozambique and Trees for Global Benefit in Uganda.
In Southern Mexico, the cooperative AMBIO coordinates projects with the Fondo
Bioclimatico (FBC). The FBC is the Trust Fund where payments to producers and carbon sales
are transparently managed. Scolel’Te (from the Tzeltal language: the tree that grows) has
now developed into a programme and is seen as by actors of the Ecosystem Services
marketplace as a reference for being successfully operational for more than a decade.
Latest Projects
• Coffee and carbon offsetting
• Desining a community plan model
• Strenghtening skills in Markques de Comillas
• PECSA
• Scolel’Te
Copyright © 2008 www.ambio.org.mx Calle Cuitlahuac No. 30 Barrio La Merced. CP: 29240.
Tel / Fax: +52 967 67 8 8409 E‐mail: contacto@ambio.org.mx San Cristobal de Las Casas,
Chiapas. México.
Windows « What do we do » ; mission and vision
Mission and Vision
Mission: The AMBIO cooperative aims to drive and promote sustainable rural development
through building livelihoods, gender equality, cultural preservation and the restoration and
conservation of local environments.
21

Rationally managing environmental resources helps strengthening skills and knowledge in
local social organisations, rural communities and organised groups. This is the reason why
AMBIO focuses on these objectives which are attained by working in collaboration with
academic institutions, governmental bodies, financial groups, Civil Societies as well as
national and international NGOs.
Vision :
To be a competitive organisation that designs and implements natural resource
management projects using integrated processes. These projects use Payments for
Ecosystem Services (PES) to incentivise communities located in southern Mexico and its area
of influence to participate.
Pagina Quienes somos ; Antecedantes
Background
The idea of creating a technical organisation that could provide assessing services for carbon
offsetting and natural resources management Scolel’Te project came from the former team
of technicians and investigators back in 1998. They visualised that there was a potential to
further expand the project through the establishment of a Civil Society (SC) other than the
formerly NGOs Pajal Ya’Kactik that was operating the project.
This new organisation would have the advantage of being a neutral entity that would allow
the plural participation of SCs with different ideologies and autonomy when managing
resources. This type of management would strengthen the project governance and turns
services provided into more integrated and sustainable practices. This objective required the
establishment of an innovating cooperative that would provide services and would be an
intermediate between a Civil Association (AC) and a CS securing resources.
This initiative was approved by the BioClimatico Trust Fund through one of its Trustees who
also was the first to generously donate resources for the implementation of the new
Scolel’Te structure.
The name AMBIO was chosen as it connates a fusion between the two words AMBIENTE
(environment in Spanish) and BIO (from the Greek bios meaning life). The logo selected for
AMBIO is an Aztecan glyph (Ollin) representing the spiral movement of air or wind.
The creation of the Cooperative Society AMBIO occurred in July 1998 with the three former
technical administrators of the carbon offsetting project and the four researchers associated
to it; two years later, two other members joined the cooperative.
We would like to give acknowledgement to John Taylor as the founder of AMBIO and to
Richard Tipper as the provider of resources and the strategy developer of the forestry
carbon offsetting project Scolel’Te.
22

Pagina Quienes somos ; Nuestra labor
What do we do
AMBIO is a cooperative providing professional services, made up of experts specialised in
different fields, whose objectives are to provide technical services and investigation that aim
at improving rural livelihoods through the management of environmental resources.
AMBIO’s operation and governance is embodied by the assembly of its members who
represents the highest authority within the cooperative.
It is important to mention that according to AMBIO, its strategy on community development
is based on a « bottom up » approach planned directly from members of communities
participating in projects and programmes in operation. In addition to this objective, the
operation strategy requires community participative planning towards environmental
protection and entails AMBIO’s commitment to support and assist all participants.
AMBIO’s corporative strategy relates to the operation of PES through forestry carbon
sequestration in the international Voluntary Market. According to this perspective, the
activities operated are the following : agroforestry, community management of forests and
gender equity and community development. It has to be noted that these activities can be
managed transversally (cross integration and management of projects for higher benefits)
Carbon offsetting
• Ecosystem services
• Integrated Fire Management
• Agroforestry
Pagina quienes somos ; Nuestra estructura
Corportaive structure
Members of AMBIO
MSc Miguel Ángel Castillo Santiago. Agronomist engineer and Forester. MSc in statistics from
Montecillos, México. Specialised in Geographic Information System
MSc. Elsa Esquivel Bazán . Agroecologist engineer. MSc from the IPN. Specialist in integrated
development and the environment, Agroecology and Ecosystem Services (Carbon sequestration)
Dr. José Guillermo O. Jiménez Ferrer . Agronomist engineer, MSc in Livestock tropical farming
and PHd in Sciences (Ruminants Nutrition), Specialist in Sylviculture and Ecosystem Services.
Technical Consultant at the CONACYT. Expert in rural development and project implementation
in indigenous communities regions
MSc. Guillermo Montoya. Beng and MSc in Economics specialised in ecosystem services
23

evaluation.
Ing Agr. Sotero Quechulpa . Engineer in Agronomy (UACH‐Chapingo). Specialised in Ecosystem
Services (carbon sequestration) y community planning.
Dr. Teresa Ramos Maza . Anthropologist, MSc from the UNAM. Specialist in development and
gender equity
Dr. Maria Lorena Soto Pinto. Biologist with MSc in Agroforestry (CATIE) and Phd in Ecology
(UNAM). Specialised in Agroforestry Systems, Director of the Production Systems Department of
ECOSUR. Expert in implementing and developing projects in indigenous communities regions
MSc. John H. Taylor Watkins. Forestal Ing with Msc in Forestry Development (UK). Specialist in
rural development.
Ing. Agr. Adalberto Vargas Guillén. Forestry Ing. (UACH‐Chapingo), Specialist in Forest
management and ecosystem services.
CONSULTANT ASOCIATED WITH AMBIO
Dr. Ben de Jong ECOSUR Expert researcher in Silviculture systems and agroforestry. Climate
Change Investigation
Dr. Richard Tipper The University of Edinburgh (UK) Agroecólogist, Expert in carbon
sequestration projects
Ing. Marcela Delgadillo Ramírez, Agro. Ing. with experience in work development with women
groups (micro credits) and in monitoring carbon concentration in soils and vegetation
Bio. Susana Aguilar Martínez
Bio. Marco Antonio Hernández Vázquez
Ing. Juan Manuel
Abel de Jesús Hernández López
Dalila Cerón Sanchez
José Luis Pérez Vázquez
Operational framework; carbon offsetting
Carbon offsetting
Written by AMBIO SC de RL
Concerns about the scientifically recognised climate change issue caused by the excessive
concentration of GHGs in the atmosphere have lead to a global agreement towards the
development of mitigation mechanisms. This international convention ratified by 184
countries (Parties) is most commonly known as the Kyoto Protocol. Under the treaty and its
article 12, the Clean Development Mechanism recognises emissions reduction projects
through forestry in the aim of helping stimulate green investment and encouraging the
collaboration between industrialised and developing countries to stabilize their GHGs
emissions level.
24

In 1994, thanks to the financial support from the Institute of National Ecology (INE), the
Colegio de la Frontera Sur (ECOSUR) and the University of Edinburgh conducted an
assessment on the potential for carbon sequestration in agroforestry systems in some
communities of Chiapas (Mexico) as well as on the potential this could have in the
Ecosystem Services market. In 1995, results of this study were obtained and they confirmed
that the investigation conducted was viable for providing Ecosystem Services and for
bringing social and economic benefits. This report also presented the price structure for
t/CO 2e to be sold on the market.
From this investigation and its results aroused the Resources Management project Scolel’te
which was initially implemented in 5 Tzeltales and Tojolabales communities. The project was
initially operated by the NGO Pajal Yakac'tic
Projects:
In 1997 the Bioclimatico Trust Fund Fundo (FBC) was created. The FBC receives sales and
allocates payments for ecosystem services from carbon sequestration operated in the
Scolel’Te project.
Since 1998 AMBIO is in charge of the technical and administrative development of Scolel’Te
which is now seen internationally as a reference for being a successfully operational project
providing Ecosystem Services and for having been replicated in Uganda and Mozambique.
Currently, there are about 800 producers involved in the project and the participating
communities are the Choles, Tzeltales, Tojolabales, Lacandones, Tzoziles and Zoques. Their
participation represents more than 7000 ha under management for PES purposes.
To date, 100, 000 tons of carbon have been sold to companies and individuals who decided
to offset their CO 2e emissions arising from production and/or their every‐day activities.
When buying Plan Vivo Certificates (Verified Emissions Reduction), these purchasers became
partly or fully carbon neutral and this enables to counter the greenhouse effect and arise
global awareness on climate change mitigation options.
Through the Scolel’Te programme, AMBIO aims at implementing the Plan Vivo System and
this requires its development in communities. To reach such aim, promotion in communities,
field implementation, monitoring, follow up and administrative activities need to be carry
out so that PES can be achieved. Thanks to this work, local capacity and skills are being
gained by participant farmers and this is essential as it guarantees permanence of the
programme.
AMBIO has continuously received help and support from governmental institutions, NGOs
and researchers working in partnership with the cooperative and this has enabled
strengthening the Scolel’Te programme throughout the years.
25

Pagina lineas de accion; servicios ambientales
Ecosystem Services (ES)
There are various definitions for the Ecosystems Services concept. However, from AMBIO’s
simplistic philosophy, ES refers to « all benefits that forests and vegetation brings to human
beings ». This short definition is something really important to AMBIO when it relates this
value to PES.
To us, PES includes:
• A consciousness that values economic benefits but above all that prioritizes
environmental protection.
• An understanding that in the interaction human being‐tree, environmental and
economic benefits are complementary and functioning cyclically.
• Payments to people that encourage, protect and conserve vegetations through the
additional activities they undertake.
• Guaranteeing ES and payment to owners of the resources used.
PES recognises four activities:
a) Watershed protection: Primarily recognises the ability of vegetation to recharge aquifers
but also relates to the quality and quantity of waters protected through PES
b) Carbon sequestration and storage: Recognises the ability of trees to uptake atmospheric
CO 2 which is one of the GHG causing global warming.
c) Biodiversity conservation: Biodiversity conservation was recognised by the Convention on
Biological Diversity during the Rio Summit in 1992. This activity is by far the most complex
offsetting mechanism. It primarily relates to species protection in fauna and flora.
d) Scenic Beauty conservation: Scenic Beauty conservation has been linked to ecotourism
however the concept relates to the enjoyment of landscapes.
Pagina lineas de accion ; manejo del fuego :
Fire management:
One of the consequences of climate change is the modification of natural fire regimes; it has
been proven that climate change led to increased forest fires even in ecosystems that were
not affected before.
In addition to this recent phenomenon, forest fire is part of the second source of GHGs
emissions.
In Mexico the main cause of forest fires is linked to the Roza‐Tumba‐Quema ancestral
tradition in farmlands of Ejidos located in the southern part of the country. This tradition is
similar to slash and burn agriculture.
Project:
Due to this critical situation, AMBIO established in 2000 an area for fire management in
order to develop local skills and capacities but also to increase awareness on the forest fire
issue in communities located in Ejidos. This initiative aimed at encouraging communities to
act against forest fires by themselves.
AMBIO has been raising awareness and promoting active participation of Ejidos and
communities through a participatory Integrated Fire Management approach that is based on
26

a triangular prevention consisting in undertaking educative/preventing, physical and legal
actions. Educational activities aim at changing rural management approaches when those
are being dangerous and harmful to the environment. For instance, activities that have been
carried out are: developping and training to community fire brigades; drawing competitions
in primary schools on the issue of forest fires; talks in Ejidian assembly, in‐community
projection of film on related issues, etc. The physical prevention aims at protecting
community forested areas that are under conservation as well as community member’s
lands. From this, fire risk areas have been mapped and fire breaks were designed, made and
managed. Regarding legal actions, these relates to the inclusion in Ejidos and communities
of policies decided in a participative way. These policies organise fire management in
communities based on the community structure so that implementation is more likely to be
successful.
Pagina lineas de accion ; agroforestry
On an ecological basis, agroforestry is a dynamic land use system that diversifies and
sustains production of small scale farmers and brings increased social, economic and
environmental benefits. This is achieved by the integration of trees in agricultural lands and
open lands. (Leakey, 1996).
Agroforestry systems have many advantages. Soils can be cultivated more efficiently and
they are more fertile but in the same time they are being conserved. Agroforestry can help
protecting biodiversity and watershed and can uptake carbon from the atmosphere.
Furthermore, agoroferstry can help having more balanced and healthy production systems
that are free of plagues and diseases. In addition, products issued from such systems bring
social and economic benefits. This form of land use plays a very important role in areas
where it is necessary to produce and conserve lands at the same time.
Projects:
In AMBIO we designed agroforestry systems through participative planning. Scientists,
technicians and producers decided together what species, what different adjustment to be
made, and what management systems would need to be established in areas of influence.
When alternative systems have to be selected for implementation; environmental, economic
and social criterion is selected by looking at previous experiences, awareness of the local
environment and on previous investigation conducted.
Planning evaluation are realised by analysing Plans Vivos which are made by producers.
These Plans Vivos are mapping plans that show producers’ or communities’ plots of lands
according to land use tenure system applied and where the work is to be conduct.
We have got experience in systems such as tangya, improved fallow, improved coffee
plantation, sylvopastorale, and forest restoration and conservation. We work in partnership
with The Colegio de la Frontera Sur, who have been conducting researches on this field since
1992 (http://www.ecosur.mx/)
Pagina lineas de accion ; programma de desarrollo rural y equidad de genero
The programme for development and gender equity is one of the activities conducted by
AMBIO that is closely affiliated to its aim of strengthening local capacities through
sustainable management of natural resources. To reach such aim, a broad objective was set:
carrying out investigation and training projects bearing in mind gender equity.
27

This perspective enables us to identify and analyse women and men characteristics as well
as the similarities and the differences they have when interacting with the environment.
It also gives us an understanding of what and where the potential are:
• Actions that can be undertake
• Negotiations
• Use of resources that women and men may have to tackle the difficulties they meet
in their surrounding environment on a daily basis. Within the actions for sustainable
use of resources, we also look at promoting men and women active and equitable
participation. This is approached and implemented by considering their experiences,
knowledge and/or the way they use resources and conserve natural resources so that
livelihoods improvement can be attained for both genders.
Written by AMBIO
Projects
Development of a conservation coffee and carbon credits programme in Sierra Madre,
Chiapas
The project aims to implement PES for carbon sequestration and implementing the best
practices for conservation coffee.
The development of this model is based on the symbiosis of carbon sequestration and
conservation coffee: producers interested in PES participate in the project by using their
under‐used plots of lands for recuperation of deforested or degraded areas. By developing
better practices in coffee plantation environmental conservation can be attained and these
practices may also lead to better price offer and more consumers. The international concern
on climate change and global warming has opened a new market for sales of environmental
goods and services. People who wish to offset their GHGs emissions may contribute in
mitigation projects. This is achieved by evaluating their GHGs emissions and offsetting them
by purchasing their equivalent in carbon credits (VERs in the voluntary market). One of the
mitigation mechanism people may wish to invest in are carbon sequestration projects which
consist in increasing natural atmospheric CO 2 uptake by augmenting biomass in soils and
vegetation.
The purpose of conservation coffee is to agro‐ecologically produce coffee in accordance with
the conditions and particularities of the place where coffee is being produced. The core
strategy for this project is the use of the Conservation Principles for Coffee Production so
that both farmers and purchasing companies can have a common framework that seeks to
integrate biodiversity conservation and social standards into their businesses. The
Conservation Principles focus on seven areas of concern in coffee production: ecosystem
and wildlife conservation; soil conservation; water conservation and protection; energy
conservation; waste management; pest and disease management; and sustainable
livelihoods for farmers. In each area, the Principles outline conditions and practices that
apply to farms and processing facilities.
28

They are also intended as a point of reference for the development of industry sourcing
guidelines and codes of conduct, changes in government or financial sector policy to
encourage sustainable agriculture, and modernization of technical assistance programs.
These standards enable the acquisition of different coffee certification labels.
PROJECT LOCALISATION
Click to enlarge
“The Sepultura Reserve”
El Tablon subbassin: Municipality of Villaflores
• Tierra y libertas
• Los Angeles/Los amates subbassin
• Sierra Morena/Municipality of Villacorzo
Hojas Mojadas subbassin
• Tlitepec, Municipality of Jiquipilas
Natural area (under the process of entering into the Biosphere Reserve)The Frailescana, El
Pancho subbassin.
• La Frailesca, Municipality of Villacorzo.
El Triunfo Reserve Cuxtepec subbassin: Municipality of Concordia
• Ranchería San Pablo.
• Ranchería San Juan.
• Plan de la Libertad
EXPECTED RESULTS ON CONSERVATION
• Facilitating the consolidation of corridors or connectors, maintaining and restoring
the agricultural borders of the Sepultura, El Triunfo and Frailescana Biosphere
Reserves.
• Strengthen the continuity of coffee production and discourage land use change (from
coffee to corn).
• Encourage the maintenance of Community reserve areas in order to protect
important species of the region, whether they are under threats or vulnerable.
29

AIMS:
• Establishing 120 has of agroforestry systems and forestry systems under the
Conservation Principles for Coffee Production in partnership with the same number
of producers in 8 communities
• Sale for Ecosystem Services through carbon sequestration for, at least, 3,500 tons.
• Creating an operational infrastructure that enables the expansion of the project to
other communities in the region
• 120 producers trained in Ecosystem Services, agroforestry systems and developing
Plans Vivos (participative planning)
• 8 Community technicians trained in Ecosystem Services, in agroforestry systems and
in developing Plans Vivos (participative planning) and monitoring of activities.
More photos
• Institution participating in the project:
• Cooperativa Ambio S.C. de R.L.
• Critical Ecosystem Partnership Fund Home
• Aires de cambio S.C.
• CONANP
Designing a community planning model for Integrated Fire Management in Ejidos Marques
de Comillas, Chiapas (Mexico)
This project aims at strengthening local capacities on fire management in six Ejidos of the
Municipality of Marques de Comillas (Chiapas, Mexico) that are located in the core or/and
buffer zone of the Montes Azules Biosphere. The purpose of this training is to show how fire
can be used accordingly to production needs and natural resources management but it also
build capacities in a way that community members could efficiently respond to occasional
emergencies caused by forest fires.
Objectives:
• Assist communities in the regulation and supervision of fire management actions in
their Ejidos in a systematized and consensual way.
• To provide to Ejidos an internal planning tool and an external management system
that helps finding alternative projects related to the resource management and
development of their communities.
30

Results obtained:
• Community planning for fire management developed in six Ejidos of Marques de
Comillas.
• Six communities now have trained fire brigades that are also equipped to fight forest
fires.
• There are six communities developing and modifying internal policies on uses of fire.
• There are six communities that now have knowledge of the forest fire issue and know
how to prevent fires.
• Organisational structure for emergencies management caused by forest fires.
• The experience gained through this project is recognized for supporting fire
management at the community level.
• 4 Ejidal community forest reserves have been protected.
Strengthening Local Capacities in Marqués de Comillas, Chiapas
Project Description
This proposal seeks to complement the execution of the project " building local capacity on
fire protection and emergency management in the critical zones of four biodiversity key
areas: Zoque Selva, Sierra Madre, Lacandonia and Gran Petén region in Oaxaca, Chiapas and
Campeche ". This is approached by strengthening coordination and preparation of local
capacity on fire protection and emergency management in the Ejido San Isidro being in the
municipality of Marques de Comillas
Objectives
To support the implementation of the project " building local capacity on fire protection and
emergency management in the critical zones of four biodiversity key areas: Zoque Selva,
Sierra Madre, Lacandonia and Gran Petén region in Oaxaca, Chiapas and Campeche ".
Results sought
Improved coordination and strengthened development related to building local capacity on
fire protection and emergency management in the Ejido San Isidro being in the Municipality
of Marques de Comillas, Chiapas.
Indices
• An trainned and equiped community fire brigade.
• An operational brigade
• A community planning system for forest fire protection and fire management
opearted
31

Developing the State programme on carbon offsetting through PES.
ES are now a well understood strategy for natural resources protection and management;
they are currently used as a tool to define governmental policies. This fact helps us to
implement them more easily and has enabled project developers to overcome the
difficulties related to conceptualisation planning. Instead we can now focus on strengthening
analysis and definition of criterion that can impulse ES project development. This is the key
aspect of this project which also looks at discussing how offer and demand of Ecosystem
services can be enhanced and increased.
The development of this strategy requires the participation of the different actors playing a
role in activities development and decision taking in Chiapas. Such approach facilitates and
boosts the devlopment of definitions related to the theme and the operation and
implementation of the State programme.
In addition, it is necessary to count with ES project developers as the experience they gained
is a very good asset to the development of the programme.
Thus, it is necessary to work with the Corredor Biológico and the Regional and National
Technical Unity in order to encourage the development of a network that could participate
and propose follow up actions in order to generate a State proposal for the implementation
of offset projects under the ES framework.
FOCUSING ON TECHNICAL SPECIFICATIONS AND ON A METHODOLOGY
Based on the consultants group agreement of this proposal, the following objectives were
set.
Broad Objetive :
Analysing the current situation on the ES in use in communities and Ejidos of Chiapas in
order to enhance the quality of services provided. This can be achieved by looking at areas
that have a potential for ES implementation and by analysing the ES marketplace so that the
basis of the State strategy can be defined.
Specific objectives
• Evaluate the ES current situation in Chiapas
• Develop a programme for ES implementation under the State strategy framework
• Analyse financing models for ES and generate a critical route of the specific
procedure for getting funding.
• Develop a proposal for strengthening skills and capacities toward the promotion of
ES in Chiapas.
32

The methodology proposed for the implementation of this consultancy is tackled according
to goals set in different stages and in different strategies.
1. Evaluating the Ecosystem Services current situation
2. Development of State programme to provide Ecosystem Services.
3. Proposal for strenghtening local skills and capacities for PES development in Chiapas
4. Presentationof results and complitionof a final report
Scolel’Te:
The University of Edinburgh (UK) in collaboration with ECOSUR participated in designing and
implementing the Scolel’Te project which quickly became one of the foremost projects in
Ecosystem Services (ES) for forestry carbon sequestration. Currently there are various
indigenous communities participating in the programme: the Tzeltales, Tzotziles, Choles and
Lacandones in Chiapas and the Chinanteca communities in Oaxaca.
The experience gained during the project development phase formed the basis of the Plan
Vivo System (www.planvivo.org). The Plan Vivo System is a guiding methodology for
forestry carbon sequestration project development in Mexico and worldwide; it has enabled
the participation of communities and Ejidos (communal land shared by a community) in the
Voluntary Market for Ecosystem Services.
Today, the Plan Vivo System has been implemented in two other projects: the Nhambita
Community Carbon Project in Mozambique and Trees for Global Benefit in Uganda.
In Southern Mexico, the cooperative AMBIO coordinates projects with the Fondo
Bioclimatico (FBC). The FBC is the Trust Fund where payments to producers and carbon sales
are transparently managed. Scolel’Te (from the Tzeltal language: the tree that grows) has
now developed into a programme and is seen as by actors of the Ecosystem Services
marketplace as a reference for being successfully operational for more than a decade.
Áreas of influence : Selva Region Selva, Fronteriza, Northern Chiapas; and the Juárez
montagn range in Oaxaca.
33

Administrative operation of the Trust Fund Fondo BioClimático (FBC)
Since 1998, AMBIO has been in charge of the FBC technical and administartive operation
which is a non‐incorporated body operating under the Mexican banking law. The FBC work
as a coordinator between transactions from sellers (producers/farmers) and buyers (VERs
purchasers) of ecosystem services for carbon sequestration.
How does it work?
Companies, individuals and institutions that wish to offset their GHGs emissions can
purchase Verified Emissions Reduction (VERs) through the Trust Fund of the Scolel’Te
programme.
The programme uses the Plan Vivo System to register and monitor the activities of carbon
sequestration that are implemented by producers. Local project promoters provide help and
support to producers when designing their work plan which are known as « Plans Vivos ». A
Plan Vivo represents forestry and agroforestry systems that are selected by producers
according to their needs, capacities and priorities.
Prior to implementation, AMBIO conducts various investigations evaluating technical
feasibility, social and environmental impacts and carbon sequestration potential. Results are
checks against the forestry and agroforestry technical specifications that were developed
thanks to scientists, farmers and technicians support. Plans that are accepted as valid are
registered in the Trust Fund.
AMBIO then give PES to producers accordingly to the evaluation of the carbon sequestered
in their plots of land. Since 1997, through the Scolel’Te programme there have been 395,704
tons of CO 2 equivalent (CO 2e ) offset by companies, organisations, individuals, etc from different
countries
Who is involved?
Project Management: The project is operated by AMBIO.
Local Organisations:
Forestry activities are planned and carried out by community groups of small farmers
working with local organizations such as The Pajal Credit Union, the UREAFA and the
AMEXTRA, and with other organized groups from different regions of the state of Chiapas. In
total, AMBIO coordinates 32 groups from different communities and ejidos being in the
states of Chiapas and Oaxaca
Regulatary Approvement: Scolel’Te is part of the Oficial Mexican Programme of Joint
Implementation for Climate Change Reduction and is also registered in the United States
Iniciative towards Joint Implementation (Iniciativa de los Estados Unidos para la
Implementación Conjunta.)
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Investigation and development: Various organisations have been involved in the Scolel’Te
programme: El Colegio de la Frontera Sur (ECOSUR), the Institute of Ecology and Resource
Management (IERM) from the University of Edinburgh", and the National Institute of Ecology
(INE) from the Mexican Government.
More projects:
• Strengthening the Natural Resources and CO 2 sequestration pilot project
• Participative planning toward restoration, conservation and sales for ES
• Encouraging protection and management of natural resources in 5 Ejidos of the
Municipality of Marques e Comillas
Photo Gallery:
Agroforestry (0 photo)
Integrated Fire Management (57 photos)
Photos taken by the AMBIO’s personnel during field work and workshop
Ecosystem Services (33 photos)
Photos taken by the AMBIO’s personnel during field work and workshop
Carbon sequestration (5 photos)
Photos taken by the AMBIO’s personnel during, project implementation, field work and
workshop.
Library
Library of www.ambio.org.mx
Sections Categories/Files
Articles
Events
Leaflet
Reports
Workshops Notes
Reviews
Thesis
Other
Partners
The following institution directly support AMBIO
35

Contact us:
Cooperative Ambio S.C. de R.L.
Calle Cuitlahuac No. 30 Barrio La Merced.
San Cristobal de las Casas
Chiapas
Mexico
29240
ambiofb@prodigy.net.mx
+52 967 67 8 8409
+52 967 67 8 8409
Send us your message
Name:
E‐mail
address:
Title
Your message:
Cuadro “Estimar huellas de C02”
El cuadro mismo:
Evaluating your C footprint
Combate climate change and offset according to your needs
Evaluation
Ventana:
EVALUATING YOUR CARBON FOOTPRINT
Please click on the link below to evaluate your emissions and then come back to this page in
order to communicate your details and the amount of CO2e you wish to offset.
http://calculatusemisiones.com/main.html
36

CONTACT DETAILS
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El cuadro: HAGA SU DONATION
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PARTICIPATE IN RURAL LIVELIHOODS DEVELOPMENT FOR GOLBAL BENFITS
Click here to make a donation
En la ventana:
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For administratives reasons, donation can only be made from $ 10.00 USD.
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CONTACT DETAILS
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37

Cuadro « MANEJO DE PROYETOS CONFIABLE »
Benefits to rural communities
Environmental benefits
Transparency
Scientific Patnership
Risk management
Texto en Ventana :
1. Benefits to rural communities
2. Benefits to the environment
3. Transparency
4. Scientific partnerships
5. Risk management
Written by The Plan Vivo Foundation, adapted by AMBIO
Benefits to rural communities
Projects coordinated by AMBIO aim at providing real social benefits, such as a diversification
of local incomes and increased farm productivity. Forestry activities can provide timber;
poles; fuelwood; fruits and medicines to local farmers. One of the strengths of AMBIO is that
it develops projects through participative planning and a bottom up approach. For instance
The Plan Vivo process allows producers to plan activities around their own needs and
resources. This results in the empowerment of communities, and other stakeholders who
are consulted on project activities.
Poverty reduction is one of the major benefits of projects coordinated by AMBIO.
• Payments enable farmers to invest in sustainable, economically viable systems that
reduce dependency on aid.
• The increased income leads to higher standards of living in communities. For instance
in some communities, incomes received have been invested in healthcare, education,
higher food production mechanisms or extension of property (purchase of additional
lands for production)
• Improved land management means less movement is required as land can support
agriculture for long periods of time. This makes access to healthcare and education
easier.
• Human capital in terms of business skills means access to other markets becomes a
possibility. For example the community groups set up for the Scolel’ Te project were
able to join a fair trade coffee growers cooperative.
• NTFPs including honey, fruit, timber for construction and fuelwood become available.
Trees also provide shade for animals and crops
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Financial Management
Careful financial management ensures that carbon finance reaches the right people and is
used responsibly. This is done in several ways
• An independent 'Trust Fund' was set up to act as a community bank.
• For ES projects, each community member or community group have their own
account, to give flexibility to spend it on what they want. Training in numeracy, and
accounting skills should be given where required.
• A community fund can be set up to allow the community to invest in larger scale
investments such as a healthcare centre. This community fund can be also used for
whole village projects, such as the protection of village forest areas for avoided
deforestation offsets.
Environmental Benefits
In addition to the sequestration of carbon, other environmental benefits include:
• Biodiversity
Because AMBIO projects are planned at a local level, with a variety of community
stakeholders, they are almost invariably diverse in their composition. For instance,
Plan Vivo forestry activities are nearly always creating a mosaic of small scale stands
and generally make the best possible use of natural seedbanks. The mosaic of
habitats increases the niches available and the number of different species which the
area can support. Activities often involve the restoration of degraded lands or
damaged forests with native trees, which provides areas suitable for local wildlife. A
variety of native tree species also beneficial for consumptive uses for example
medicinal plants, non consumptive uses for example ecotourism and for the support
of native fauna.
• Watershed Protection
Floods are more likely to be avoided because water does not enter river systems so
readily. Trees increase the lag time for rainfall to pass through catchments, as more
water is absorbed in the soil as it flows through litter from the trees. Tree roots
stabilise soils on hillsides which further reduces sedimentation and also the flow of
pollutants in major rivers and lakes and their downstream users. Access to water is
an important challenge in some communities of Chiapas. Changing climates are
making sourcing clean water more difficult in many areas, through payments
received various operations and irrigation systems have been developed to provide
water to communities that are suffering from water scarcity.
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• Soil Stability
Another occurrence in much of Chiapas and Oaxaca is hileslide and loss of soils. Nutrients
in soils are required for agriculture to be sustainable, and this is especially important in
the areas where there are steep slopes and little vegetation. Trees also reduce
rainsplash, where raindrops fall directly onto bare soil, and therefore soils are less likely
to be washed away and nutrients leaching from the soil. Vegetation also increases
moisture retention in soils (by reducing evaporation, and reducing runoff) which is
important in areas of Mexico prone to drought.
Transparency
The Scolel project uses the Plan Vivo system which ensures that each unit of carbon credit
generated can be traced back to a specific producer of communtity group. The AMBIO
administrative structure also ensures that investors and purchasers can clearly assess the
stage of development, achievements and obstacles faced for the project. The Plan Vivo
system is also designed to facilitate external verification of projects.
One method of ensuring buyer transparency is to include a buyer register which can be
viewed by all buyers and by the producers to ensure double counting does not occur.
Scientific Parternships
AMBIO has been receiving help and support through technical and scientific research that
have been conducted on vegetation‐carbon dynamics, land use change, social and
biodiversity topics. In many cases we had the opportunity to collaborate with local scientific
institutions or internationally renowned university departments such as ECOSUR, The
University of Edinburgh and more recently, the University of Chiapingo. Many students both
from Mexico and abroad have been involved in research surrounding the projects and there
are clear opportunities for further research. Local students and researchers can also gain
access data and can conduct fieldwork at the project site if arrangements are made. This also
shows transparency of our actions.
Risk management
Additionality
The additionality of commercial forestry operations is often based on marginal profitability.
This is difficult to assess objectively and investors may end up simply increasing the profits of
commercial forestry operators rather than generating additional carbon sequestration.
Scolel’Te involves small scale producers in marginal regions of Mexico who often face
considerable technical and financial hurdles to establish viable forestry systems.
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ES finance covers at least 70% of the establishment costs of new / restored areas. Each
additional purchase enables the area under management to be increased. Without this
finance the project would be unable to operate therefore this provides a strong case for
additionality.
Certification
The Scolel’Te programme usesThe Plan Vivo standard which is recommended by the UK
Governments Carbon Trust as one of the most credible schemes for carbon offsetting using
land use and forestry in their guidance document for offsetting opportunities. Click here to
view the document.
Infra‐ Certification
BioClimate Research & Development, an independent not‐for‐profit company ensures
impartiality. BR&D issue certificates annually for projects which meet the Plan Vivo
standards. Projects are assessed by BR&D based on an evaluation at the end of each
calendar year. The Annual reports this information and include technical review, risk review,
and reserve analysis. Corrective actions are given for areas which require improvement, (for
example where replacement trees need to be planted for those which have died) and BR&D
as well as AMBIO ensure that these actions are implemented. Once it is confirmed that the
project are adhering to the Plan Vivo standards, certificates are issued to the buyers.
Independent verification
Every few years, verification is carried out by an independent body to ensure the Scolel’Te
programme quality and continuous improvement over time. To date, the programme has
been successfully verified twice by SGS and the Rainforest Alliance (SmartWood). All
methodologies are peer reviewed before they are implemented. Scolel’Te also aim to be
transparent and systems can be viewed by investors and purchases.
Monitoring
Monitoring including tree survival rate is carried out by the AMBIO and trained regional
technicians. Tress losses, measurements of growth and biomass are gathered and are
verified with the calculations that estimated carbon contents in plots of land. In AMBIO also
gather additional data for research into other areas including forest fires. Internal
monitoring through the year with a yearly project report is repeated over a period of 10 to
15 years.
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Permanance
A permanent land‐use change
The aim of Scolel’Te is to create a permanent land‐use change in the programme area
through a continued process of training and capacity‐building. It is part of each farmer's sale
agreement that they must re‐plant if trees are felled as part of a rotation system (for
example if the system is a woodlot). It is expected that by year 10, once the payments have
been made, the trees are fully established and the farmers will be able to see the benefit of
the trees.
Good risk management systems ensure permenance.
By working closely with producers but allowing flexibility and encouraging independence,
communities can be empowered to take control of their own resources. AMIBIO counts with
a professional team who has an extensive knowledge of the local area, local traditions,
cultural practices and institutions. This set‐up is designed to promote further links between
individuals and other local organisations in the project area. AMBIO works in collaboration
and with the support of authorities and governing bodies.
For instance, in Scolel’Te permanence is ensured through the use of Plans Vivos. A Plan Vivo
aims to ensure long‐term carbon storage through a combination of good management
practices and financial incentives:
• Community‐led planning of activities, based on local needs and capabilities
• Staged monitoring and payments based on the achievement of set targets
• Tangible additional benefits over and above carbon finance, for example fuelwood
from a woodlot, are developed over a long timescale so incentives for project
activities remain and good practices become 'embedded'
• Diverse portfolio of areas, activities and multiple species
• Management interventions (fire control, pruning, general advice)
• Continuing work with local organisations to supporting economic viability of forestry
and agroforestry systems
• Buffer stocks of carbon maintained to cover risk of losses
Cuadro “DESCAGAR VIDEO”
Download video
Click here to watch video on the Scolel’Te project.
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Appendix 2‐ Video script
Introduction:
Climate change is a consequence of temperature increase on the Earth's surface. It is now
known that this phenomenon is caused by the increase of greenhouse gases, such as CO 2 in
the atmosphere. These gases are released from the burning of fossil fuels and from land‐use
change such as deforestation.
Today, projects are being developed under the Kyoto protocol framework and in the
voluntary market in order to mitigate climate change. Working in the voluntary market, the
Scolel’Te programme, operated by AMBIO in Chiapas, is a pioneer in forestry carbon
sequestration for the offset of CO 2 emissions.
Interview with the Administrative Director of Scolel’Te (Elsa Esquivel)
When a producer or a community is interested in working under the programme, a simple
management plan called a plan vivo is drawn up. These plan vivos are made by the farmers
themselves but are then evaluated by community technicians and are then sent here, to the
office, where we register the details in our database. Once registered in the database, we
allocate a carbon purchaser to each of them.
Interview with the Technical Director of the Scolel’Te programme (Sotero Quetchulpa)
A key aspect of Scolel’Te and of the Plan Vivo System in general, is the bottom‐up approach.
Each producer or group is responsible for designing their own plan. A plan vivo is like a small
project that a producer does, where he specifies which and how many of each tree species
he will plant and how they will be managed. Once a plan vivo is registered, the field work can
then start and after a given period our technicians monitor to evaluate how many trees have
survived, how many have died and how the producer is managing his plots of lands. During
the course of development of the area producer is allowed to make changes that are
necessary to maintain and improve the value of the trees. This is very important because
achieving permanence of carbon stored is another key aspect of the project.
Interview with a producer using the Plan Vivo system (Fernando Aguilar Lopez)
This project is here to help to the people. We think it is good because the trees give us
oxygen and fresh, scented air. And some trees we even use for medicines. Another benefit
to us is the fuel wood, it means we do not need to go and buy it. These trees – the little ones
– those I will not use, they are something I can leave to the children.
Interview with a Plan Vivo Certificate Purchaser (Sheila Watson from the FIA Foundation)
There were two reasons why we decided to buy Plan vivo Certificates. First of all, we did so
to offset some of our carbon footprint. Secondly, we wanted to support the project which
offers employment and training to local people and because it is very much locally based.
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Conclusions:
The Scolel’Te programme has been successful for more than a decade, and this is mainly due
to the Plan Vivo System and its methodology enabling participatory planning which ensures
long‐term carbon sequestration.
The Scolel’Te programme provides an opportunity for individuals and companies wishing to
take responsibility for climate change impacts. By purchasing Plan Vivo Certificates from
Scolel’Te you can:
‐ Help reduce climate change
‐ Contribute to rural livelihoods
‐ Protect biodiversity and watersheds in southern Mexico.
Rural livelihoods for global benefits: Scolel’Te
Appendix 3‐ Leaflet on the Scolel’Te programme:
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Appendix 4: PowerPoint presentation on the Scolel’Te project:
46

Appendix 5: Photos taken during the project
1. A producer being filmed
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2. A producer working in a tree nursery
3. A tree that had just been planted
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4. A producer participating in the Scolel’Te programme collecting fuel‐wood from his
woodlot
55

5. A producer pruning a tree
6. A producer being interviewed for the video
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