Approach towards the Cristalino farm, photographed in 2017.
Photo: Stefanie Dodt

“The ox of the future” did not have time to emerge out of the Cristalino project, which was brought to an end by the Brazilian monster inflation crisis of the mid-1980s. The high initial technical investment made it difficult for the cattle ranch to sell beef at an affordable price. In the end, it contradicted the assertion of VW public relations that Cristalino was an expression of the wealthy countries’ duty to help feed the hungry “third world” thanks to the benevolent action of multinational companies. Above all, the project deeply wounded the rainforest and its population. Cristalino led to slash-and-burn activities of a previously unseen magnitude and involved criminal local subcontractors who exploited forced laborers from the poorest rural classes of the Amazon to do the clearing and fencing for the ranch. Historical testimonies from these workers point to a system of debt bondage, often also described as “peonage”: a system under which an individual is indebted to an employer and forced, under pain of criminal punishment, to continue working for that employer.

Brügger reacted in the most disastrous way to the international scandals provoked by these abuses. In 1977, a British journalist who visited Cristalino witnessed one of his sudden mood swings when the subject of environmental protection was mentioned. As she timidly brought up the question of ecological viability, he banged on the table and said: “don’t you speak to me about ecology!” Environmentalism, he said, was “a new-fangled profession, recently invented by out-of-work intellectuals who have nothing new to say.” When he wanted to impress guests coming to the ranch, he offered them objects made of precious, endangered timber species whose extraction and trade was forbidden by law. Even more shocking were his reactions to the accusation of forced labour raised against Cristalino. According to him, Amazonian workers were “nomads,” naturally lazy and reluctant to take on regular employment or work efficiently. He did not want to know about “debt slavery”, which he saw as a pseudo-humanitarian concept invented to justify the workers’ laziness. Instead of earning money, Brügger said, Amazonian workers augmented their debts “because they live beyond their means” and “eat mountains of rice instead of working”, which in the end explained and justified their situation as indentured laborers. Brügger’s despising discourse towards the victims of rural inequalities unveiled the underlying logic of the “VW ranch”: a sophisticated way of reproducing patterns of colonial exploitation of the global south to enrich the global north.

Before the 1960s, most inhabitants of the Amazon had never seen a cow. The only existing cattle species of the region were the water buffaloes of the Marajó Island in the Amazon delta. Today, Brazil accounts for 20% of the world’s beef exports and cattle ranching is the largest driver of deforestation of the Amazon. International organisations no longer recommend developing tropical cattle ranching; instead they relentlessly warn against it as a major threat to the world climate. Like many scientific schools today, the ETH now supports sustainable farming approaches and its research programmes on global nutrition focus on low environmental impact and fair trade. Yet, in Brazil, the local and international agroindustry no longer seeks humanitarian pretexts to accumulate wealth at the expense of biodiversity. Beef and soil investors lobby openly for the end of environmental protection measures and of Brazilian state programmes against forced labour. Cristalino is where it all began, under the guidance of an ETH-trained agronomist who liked to laugh about being called a Kuhschweizer.

Pascale Meyer

Dual citizen on the Federal Council

Lenin’s writing desk