By Derek Newberry

"Will society [and the private sector] respond in time to the sustainability challenge?"

That was the question posed by Andre Mariano of AxialPar investments at beginning of the 3rd Annual New Ventures Investor Forum on December 14th in Brazil. The forum included heavyweights like Wal-Mart Brazil, Stratus Investimentos, and ABN AMRO. And although the forum covered many topics, from regulations to the ecological impact of supply chains, the big question was sustainable businesses and innovation.

The New Ventures Forums help entrepreneurs receive business plan mentoring, management training, and access to global investors. The 2006 Brazil forum gave special awards and reognition to four companies with outstanding sustainable business models:

• Eletrocell develops hydrogen energy systems that it hopes will instigate the next energy revolution in Brazil (the first one being biofuels).
  
  
• Florestas Cosmetics makes beauty products from Brazil’s rich biodiversity. Each product is certified organic and sustainably harvested. Whole Foods Market and Carrefour are among Florestas' major customers.
  
  
• Hering Instruments uses wood certified by the Forest Stewardship Council to make high-quality, sustainably crafted musical instruments, such guitars, drums, and harmonicas.
  
  
• Ouro Verde's product line includes high-quality food products like cooking oils and jellies. The company is helping to shift local agricultural practices in the Amazon away from extraction towards sustainable harvesting to preserve its rich biodiversity.

These companies and six other finalists are proving that green, sustainable business is alive and prospering in Brazil. And the sustainable business model is working elsewhere, for starters, in China, India, Indonesia, and Mexico.