Broken Promises - `Aid Not Trade, ' a Play on the Body Shop `Trade Not Aid' Slogan. "Body Shop Gets the Aid in the Form of Native Images, " Says Dr. Terence Turner. "In Return, Natives Get Almost No Trade".

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Broken promises

Thanks in great part to its "green" image British company Body Shop has prospered in the 80s. In the 90s the firm tried to increase its world visibility linking its image to Brazil 's rainforest and approaching the Brazilian Kayapo Indians with a program they called `Trade Not Aid. ' The association generated a barrage of free and laudatory media stories about the activities of Body Shop. More recently however this image has been bruised. Is the Body Shop social conscience just a sham?

Saulo Petean*

Body Shop 's much vaunted `Trade Not Aid ' policy with indigenous peoples is running into serious problems in the Amazon where it sources Brazil nut oil for one of its best-selling beauty products.

Since 1991, Body
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Of this, $100,000 went toward the purchase of a used aircraft and initial expenses. The rest of the money was never accounted for. In 92 and 93, Gordon Roddick, Anita 's husband and BSI 's executive director, brought four Body Shop country head franchisers to the Indian communities, charging them $25,000 each. Again, the Indians never saw any of this money.

After one of Anita Roddick 's earliest visits, she announced that Body Shop would extend the project to other Mebengokre villages. They began competing for Body Shop 's favor, which strained relations among the traditionally egalitarian culture. Roddick and Body Shop never made good on their promise.

In the meantime, Body Shop began heavily promoting its links to the Kayapo. It announced what it called the "first ever" intellectual property rights agreement. However, the Kayapo had agreed to nothing. In 1993, a group of 30 Kayapo chiefs were hastily called by Gordon Roddick to a meeting in Brasília, capital of Brazil. The chiefs happily believed that Body Shop was at last going to make good on its promise to expand purchases of nut oil. What they did not know was that Body Shop had recently gotten word that the press was about to report that it had never reached an intellectual property rights agreement with the Kayapo. The chiefs were stunned and frustrated when it became clear that Body Shop was trying to get the chiefs to legitimize the agreement, which still had not been negotiated.

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