Protecting the environment

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Johan is passionate about protecting the environment. He is the founder of the Rainforest Trust, which for preservation purposes purchased 400,000 acres, or 1,600 square kilometres, of land in the heart of the Amazon rainforest near the Madeira River.

He is also the co-founder and co-chair of Cool Earth, which sponsors local NGOs to conserve endangered rainforest and has more than 120,000 registered members. He puts sustainability at the forefront of all his business and leadership efforts, including his presidency of the International Ski and Snowboard Federation.

In 2007, the Prime Minister of the United Kingdom invited Johan to investigate the role of deforestation in climate change, and the Eliasch Review made its recommendations the following year. The Review informed the Reduced Emissions from Deforestation and Degradation framework as part of the international climate change convention. Johan subsequently served as the Prime Minister’s Special Representative on these issues. 

Johan chaired the 2021-22 HM Treasury net zero review technology and innovation advisory group and previously served on the UK’s Department for Environment, Food & Rural Affairs (DEFRA) Council for Sustainable Business.