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Inside the controversial tree farms powering Apple’s carbon neutral goal
We were losing the light, and still about 20 kilometers from the main road, when The grove grew as if indifferent to certain unspoken rules of botany. There was no understory, no foreground or background, only the trees themselves, which grew as a wall of bare trunks that rose 100 feet or so before concluding with a burst of thick foliage near the top. The rows of trees ran perhaps the length of a New York City block and fell away abruptly on either side into untidy fields of dirt and grass. The vista recalled the husk of a failed condo development, its first apartments marooned when the builders ran out of cash. Standing there against the setting sun, the trees were, in their odd way, also rather stunning. I had no service out here—we had just left a remote nature preserve in southwestern Brazil—but I reached for my phone anyway, for a picture. The concern on the face of my travel partner, Clariana Vilela Borzone, a geographer and translator who grew up nearby, flicked to amusement. My camera roll was already full of eucalyptus. The trees sprouted from every hillside, along every road, and more always seemed to be coming. Across the dirt path where we were stopped, another pasture had been cleared for planting. The sparse bushes and trees that had once shaded cattle in the fields had been toppled and piled up, as if in a Pleistocene gravesite. Borzone’s friends and neighbors were divided on the aesthetics of these groves. Some liked the order and eternal verdancy they brought to their slice of the Cerrado, a large botanical region that arcs diagonally across Brazil’s midsection. Its native savanna landscape was largely gnarled, low-slung, and, for much of the year, rather brown. And since most of that flora had been cleared decades ago for cattle pasture, it was browner and flatter still. Now that land was becoming trees. It was becoming beautiful. Some locals say they like the order and eternal verdancy of the eucalyptus, which often stand in stark contrast to the Cerrado’s native savanna landscape.PABLO ALBARENGA Others considered this beauty a mirage. “Green deserts,” they called the groves, suggesting bounty from afar but holding only dirt and silence within. These were not actually forests teeming with animals and undergrowth, they charged, but at best tinder for a future megafire in a land parched, in part, by their vigorous growth. This was in fact a common complaint across Latin America: in Chile, the planted rows of eucalyptus were called the “green soldiers.” It was easy to imagine getting lost in the timber, a funhouse mirror of trunks as far as the eye could see.
The timber companies that planted these trees push back on these criticisms as caricatures of a genus that’s demonized all over the world. They point to their sustainable forestry certifications and their handsome spending on fire suppression, and to the microphones they’ve placed that record cacophonies of birds and prove the groves are anything but barren. Whether people like the look of these trees or not, they are meeting a human need, filling an insatiable demand for paper and pulp products all over the world. Much of the material for the world’s toilet and tissue paper is grown in Brazil, and that, they argue, is a good thing: Grow fast and furious here, as responsibly as possible, to save many more trees elsewhere. But I was in this region for a different reason: Apple. And also Microsoft and Meta and TSMC, and many smaller technology firms too. I was here because
On a practical level, the answer seemed straightforward. Nobody disputed how swiftly or reliably eucalyptus could grow in the tropics. This knowledge was the product of decades of scientific study and tabulations of biomass for wood or paper. Each tree was roughly 47% carbon, which meant that many tons of it could be stored within every planted hectare. This could be observed taking place in real time, in the trees by the road. Come back and look at these young trees tomorrow, and you’d see it: fresh millimeters of carbon, chains of cellulose set into lignin. At the same time, Apple and the others were also investing in an industry, and a tree, with a long and controversial history in this part of Brazil and elsewhere. They were exerting their wealth and technological oversight to try to make timber operations more sustainable, more supportive of native flora, and less water intensive. Still, that was a hard sell to some here, where hundreds of thousands of hectares of pasture are already in line for planting; more trees were a bleak prospect in a land increasingly racked by drought and fire. Critics called the entire exercise an excuse to plant even more trees for profit. Borzone and I did not plan to stay and watch the eucalyptus grow. Garden or forest or desert, ally or antagonist—it did not matter much with the emerging stars of the Southern Cross and our gas tank empty. We gathered our things from our car and set off down the dirt road through the trees. A big promise My journey into the Cerrado had begun months earlier, in the fall of 2023, when the actress Octavia Spencer appeared as Mother Nature in an ad alongside Apple CEO Tim Cook. In 2020, the company had set a goal to go “net zero” by the end of the decade, at which point all of its products—laptops, CPUs, phones, earbuds—would be produced without increasing the level of carbon in the atmosphere. “Who wants to disappoint me first?” Mother Nature asked with a sly smile. It was a third of the way to 2030—a date embraced by many corporations aiming to stay in line with the UN’s goal of limiting warming to 1.5 °C over preindustrial levels—and where was the progress? Apple CEO Tim Cook stares down Octavia Spencer as “Mother Nature” in their ad spot touting the company’s claims for carbon neutrality.APPLE VIA YOUTUBE Cook was glad to inform her of the good news: The new Apple Watch was leading the way. A limited supply of the devices were already carbon neutral, thanks to things like recycled materials and parts that were specially sent by ship—not flown—from one factory to another. These special watches were labeled with a green leaf on Apple’s iconically soft, white boxes. Critics were quick to point out that declaring an individual product “carbon neutral” while the company was still polluting had the whiff of an early victory lap, achieved with some convenient accounting. But the work on the watch spoke to the company’s grand ambitions. Apple claimed that changes like procuring renewable power and using recycled materials had enabled it to cut emissions 75% since 2015. “We’re always prioritizing reductions; they’ve got to come first,” Chris Busch, Apple’s director of environmental initiatives, told me soon after the launch.
The company also acknowledged that it could not find reductions to balance all its emissions. But it was trying something new. Since the 1990s, companies have purchased carbon credits based largely on avoiding emissions. Take some patch of forest that was destined for destruction and protect it; the stored carbon that wasn’t lost is turned into credits. But as the carbon market expanded, so did suspicion of carbon math—in some cases, because of fraud or bad science, but also because efforts to contain deforestation are often frustrated, with destruction avoided in one place simply happening someplace else. Corporations that once counted on carbon credits for “avoided” emissions can no longer trust them. (Many consumers feel they can’t either, with some even suing Apple over the ways it used past carbon projects to make its claims about the Apple Watch.) But that demand to cancel out carbon dioxide hasn’t gone anywhere—if anything, as AI-driven emissions knock some companies off track from reaching their carbon targets (and raise questions about the techniques used to claim emissions reductions), the need is growing. For Apple, even under the rosiest assumptions about how much it will continue to pollute, the gap is significant: In 2024, the company reported offsetting 700,000 metric tons of CO2, but the number it will need to hit in 2030 to meet its goals is 9.6 million. So the new move is to invest in carbon “removal” rather than avoidance. The idea implies a more solid achievement: taking carbon molecules out of the atmosphere. There are many ways to attempt that, from trying to change the pH of the oceans so that they absorb more of the molecules to building machines that suck carbon straight out of the air. But these are long-term fixes. None of these technologies work at the scale and price that would help Apple and others meet their shorter-term targets. For that, trees have emerged again as the answer. This time the idea is to plant new ones instead of protecting old ones.
To expand those efforts in a way that would make a meaningful dent in emissions, Apple determined, it would also need to make carbon removal profitable. A big part of this effort would be driven by the Restore Fund, a $200 million partnership with Goldman Sachs and Conservation International, a US environmental nonprofit, Profits would come from responsibly turning trees into products, Goldman’s head of sustainability explained when the fund was announced in 2021. But it was also an opportunity for Apple, and future investors, to “almost look at, touch, and feel their carbon,” he said—a concreteness that carbon credits had previously failed to offer. “The aim is to generate real, measurable carbon benefits, but to do that alongside financial returns,” Busch told me. It was intended as a flywheel of sorts: more investors, more planting, more carbon—an approach to climate action that looked to abundance rather than sacrifice. UNSPLASH APPLE Apple markets its watch as a carbon-neutral product, based in part on the use of carbon credits. The announcement of the carbon-neutral Apple Watch was the occasion to promote the Restore Fund’s three initial investments, which included a native forestry project as well as eucalyptus farms in Paraguay and Brazil. The Brazilian timber plans were by far the largest in scale, and were managed by BTG Pactual, Latin America’s largest investment bank. Busch connected me with Mark
Using eucalyptus for carbon removal also offered a new opportunity. Wishnie was overseeing a planned $1 billion initiative that was set to transform BTG’s timber portfolio; it aimed at a 50-50 split between timber and native restoration on old pastureland, with an emphasis on connecting habitats along rivers and streams. As a “high quality” project, it was meant to do better than business as usual. The conservation areas would exceed the legal requirements for native preservation in Brazil, which range from 20% to 35% in the Cerrado. In a part of Brazil that historically gets little conservation attention, it would potentially represent the largest effort yet to actually bring back the native landscape. When BTG approached Conservation International with the 50% figure, the organization thought it was “too good to be true,” Miguel Calmon, the senior director of the nonprofit’s Brazilian programs, told me. With the restoration work paid for by the green financing and the sale of carbon credits, scale and longevity could be achieved. “Some folks may do this, but they never do this as part of the business,” he said. “It comes from not a corporate responsibility. It’s about, really, the business that you can optimize.” So far, BTG has raised $630 million for the initiative and earmarked 270,000 hectares, an area more than double the city of Los Angeles. The first farm in the plan, located on a 24,000-hectare cattle ranch, was called Project Alpha. The location, Wishnie said, was confidential. “We talk about restoration as if it’s a thing that happens,” Mark Wishnie said, promoting BTG’s plans to intermingle new farms alongside native preserves.COURTESY OF BTG But a property of that size sticks out, even in a land of large farms. It didn’t take very much digging into municipal land records in the Brazilian state of Mato Grosso do Sul, where many of the company’s Cerrado holdings are located, to turn up a recently sold farm that matched the size. It was called Fazenda Engano, or “Deception Farm”—hence the rebrand. The land was registered to an LLC with links to holding companies for other BTG eucalyptus plantations located in a neighboring region that locals had taken to calling the Cellulose Valley for its fast-expanding tree farms and pulp factories. The area was largely seen as a land of opportunity, even as some locals had raised the alarm over concerns that the land couldn’t handle the trees. They had allies in prominent ecologists who have long questioned the wisdom of tree-planting in the Cerrado—and increasingly spar with other conservationists who see great potential in turning pasture into forest. The fight has only gotten more heated as more investors hunt for new climate solutions. Still, where Apple goes, others often follow. And when it comes to sustainability, other companies look to it as a leader. I wasn’t sure if I could visit Project Alpha and see whether Apple and its partners had really found a better way to plant, but I started making plans to go to the Cerrado anyway, to see the forests behind those little green leaves on the box.
Complex calculations In 2015, a study by Thomas Crowther, an ecologist then at ETH Zürich, attempted a census of global tree cover, finding more than 3 trillion trees in all. A useful number, surprisingly hard to divine, like counting insects or bacteria. A follow-up study a few years later proved more controversial: Earth’s surface held space for at least 1 trillion more trees. That represented a chance to store 200 metric gigatons, or about 25%, of atmospheric carbon once they matured. (The paper was later corrected in multiple ways, including an acknowledgment that the carbon storage potential could be about one-third less.)
The study became a media sensation, soon followed by a fleet of tree-planting initiatives with “trillion” in the name—most prominently through a World Economic Forum effort launched by Salesforce CEO Marc Benioff at Davos, which President Donald Trump pledged to support during his first term. But for as long as tree planting has been heralded as a good deed—from Johnny Appleseed to programs that promise a tree for every shoe or laptop purchased—the act has also been chased closely by a follow-up question: How many of those trees survive? Consider Trump’s most notable planting, which placed an oak on the White House grounds in 2018. It died just over a year later. During President Donald Trump’s first term, he and French President Emmanuel Macron planted an oak on the South Lawn of the White House.CHIP SOMODEVILLA/GETTY IMAGES To critics, including Bill Gates, the efforts were symbolic of short-term thinking at the expense of deeper efforts to cut or remove carbon. (Gates’s spat with Benioff descended to name-calling in the New York Times. “Are we the science people or are we the idiots?” he asked.) The lifespan of a tree, after all, is brief—a pit stop—compared with the thousand-year carbon cycle, so its progeny must carry the torch to meaningfully cancel out emissions. Most don’t last that long. “The number of trees planted has become a kind of currency, but it’s meaningless,” Pedro Brancalion, a professor of tropical forestry at the University of São Paulo, told me. He had nothing against the trees, which the world could, in general, use a lot more of. But to him, a lot of efforts were riding more on “good vibes” than on careful strategy. Soon after arriving in São Paulo last summer, I drove some 150 miles into the hills outside the city to see the outdoor lab Brancalion has filled with experiments on how to plant trees better: trees given too many nutrients or too little; saplings monitored with wires and tubes like ICU admits, or skirted with tarps that snatch away rainwater. At the center of one of Brancalion’s plots stands a tower topped with a whirling station, the size of a hobby drone, monitoring carbon going in and out of the air (and, therefore, the nearby vegetation)—a molecular tango known as flux. Brancalion works part-time for a carbon-focused restoration company, Re:Green, which had recently sold 3 million carbon credits to Microsoft and was raising a mix of native trees in parts of the Amazon and the Atlantic Forest. While most of the trees in his lab were native ones too, like jacaranda and brazilwood, he also studies eucalyptus. The lab in fact sat on a former eucalyptus farm; in the heart of his fields, a grove of 80-year-old trees dripped bark like molting reptiles. To Pedro Brancalion, a lot of tree-planting efforts were riding more on “good vibes” than on careful strategy. He experiments with new ways to grow eucalyptus interspersed with native species.PABLO ALBARENGA Eucalyptus planting swelled dramatically under Brazil’s military dictatorship in the 1960s. The goal was self-sufficiency—a nation’s worth of timber and charcoal, quickly—and the expansion was fraught. Many opinions of the tree were forged in a spate of dubious land seizures followed by clearing of the existing vegetation—disputes that, in some places, linger to this day. Still, that campaign is also said to have done just as Wishnie described, easing the demand that would have been put on regions like the Amazon as Rio and São Paulo were built. The new trees also laid the foundation for Brazil to become a global hub for engineered forestry; it’s currently home to about a third of the world’s farmed eucalyptus. Today’s saplings are the products of decades of tinkering with clonal breeding, growing quick and straight, resistant to pestilence and drought, with exacting growth curves that chart biomass over time: Seven years to maturity is standard for pulp. Trees planted today grow more than three times as fast as their ancestors.
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