Large swathes of the Brazilian Amazon have come to resemble the midwestern United States in recent years, having been planted with soya as far as the eye can see. This development has unnerved conservation organizations, which fear that huge expanses of pristine rainforest are being felled to make way for the lucrative crop. A widespread hope is that large agribusiness, aware of both the need to protect this fragile environment and the importance of good public relations, can be induced to farm more sustainably.