John Carter talks to Laercio Fernandes Fassoni inside of Alianca da Terra's office in Agua Boa. The green areas on the map are the indigenous people's proteced areas. John Carter, a Texan rancher who moved to Mato Grasso 11 years ago with his Brazilian wife, beleives the only viable way to maintain the Amazon is through the markets. His organisation Alianca da Terra gives producers incentives to reduce their impact on the forest, rather than criminalise them for making their farms more productive. Carter believes the economic marketplace can succeed where conservation efforts have failed.