ABSTRACT
Weyerhaeuser, one of the world's largest producers of timber products, manages 20.5 million acres of forests in North America, according to its website. Weyerhaeuser has "priced" these services not to raise revenue, however, but to greenwash its website. About 100 plants are cultivated intensively worldwide, and of that number fewer than 20, such as rice, maize, wheat, and rapeseed, provide 90 percent of food crops. The basic idea is that ecologists, economists, and other experts can measure the contribution that forests and other ecosystems, along with the biodiversity they contain, make to human welfare. Perhaps with her work in mind, many ecological economists have called for ecosystems service assessments that "involve more landowners and stakeholders". In order to identify economic value one must find scarcity, and this is often hard to do with services that are not under threat and that nature abundantly supplies.
