{"id":4856,"date":"2024-03-02T18:57:11","date_gmt":"2024-03-02T15:57:11","guid":{"rendered":"https:\/\/www.cfwt.sua.ac.tz\/foresteconomics\/?p=4856"},"modified":"2024-03-02T18:57:11","modified_gmt":"2024-03-02T15:57:11","slug":"from-exporting-coral-to-restoring-reefs-a-madagascar-startup-rethinks-business","status":"publish","type":"post","link":"https:\/\/www.cfwt.sua.ac.tz\/foresteconomics\/from-exporting-coral-to-restoring-reefs-a-madagascar-startup-rethinks-business\/","title":{"rendered":"From exporting coral to restoring reefs, a Madagascar startup rethinks business"},"content":{"rendered":"<div class=\"bulletpoints\">\n<ul>\n<li><em>After her father died, Jeimila Donty took over her family\u2019s coral export business and shifted its focus to conservation, creating Kora\u00ef.<\/em><\/li>\n<li><em>Donty is part of a young \u201cpro-climate\u201d generation that\u2019s keen to incorporate the environment into business models.<\/em><\/li>\n<li><em>Kora\u00ef plants corals in Madagascan waters on behalf of other companies as part of their corporate social responsibility (CSR) commitments.<\/em><\/li>\n<li><em>The business is ambitious and faces challenges, such as recruiting workers and a lack of political support.<\/em><\/li>\n<\/ul>\n<\/div>\n<p>ANTANANARIVO \u2014 With coral cover declining in Madagascar, Kora\u00ef, a Franco-Malagasy startup, has shifted its focus to coral reef restoration from its predecessor\u2019s specialization in coral export. Jeimila Donty, its founder and CEO, is part of a young \u201cpro-climate\u201d generation keen to grow their businesses and earn a living while working to protect the environment.<\/p>\n<p>Two years after Donty\u2019s father passed away in 2020, she decided to take over the family business and shift its focus to restoring coral reefs. Under her father, the business, called Marine Aquaculture, farmed coral for export to aquarists. She renamed it Kora\u00ef, and based it in Paris where she now lives. The farm and other operations are carried out on Nosy Be, a small island of idyllic beaches in northwestern Madagascar, where she grew up. The venture brings together both her family history and her love for Nosy Be.<\/p>\n<p>Although her studies in business didn\u2019t originally seem to set her up for this line of work, Donty says she soon realized that entrepreneurship and environmental conservation weren\u2019t incompatible. Even though her academic background could have let her work for big companies and earn a comfortable income, it didn\u2019t fit in with her calling to protect the environment.<\/p>\n<p>\u201cI\u2019m part of a different generation than the ones before me \u2014 I want to use what I know to incorporate the environment into my business model,\u201d she tells Mongabay.<\/p>\n<figure id=\"attachment_278554\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-278554\" src=\"https:\/\/imgs.mongabay.com\/wp-content\/uploads\/sites\/20\/2024\/02\/05152750\/Jeimila-Donty.jpg\" alt=\"Jeimila Donty, founder and CEO of Kora\u00ef.\" width=\"768\" height=\"1024\" \/><figcaption class=\"wp-caption-text\">Jeimila Donty, founder and CEO of Kora\u00ef. Image courtesy of Jeimila Donty.<\/figcaption><\/figure>\n<p>In fact, Donty is following her late father\u2019s wishes to run his business in a more sustainable way in light of the ongoing environmental crisis. In 2019, she says, he\u2019d been planning to start raising awareness about coral protection; his daughter later decided to take this further, putting a stop to exports altogether.<\/p>\n<p>Surrounded by some 2,400 square kilometers (927 square miles) of reefs that are home to 380 species of coral, Madagascar boasts exceptional marine biodiversity, comparable to that of the Coral Triangle in the Western Pacific. However, the island has undergone an \u201coverall degradation of coral reefs\u201d since the 1980s, according to a 2022\u00a0<a href=\"https:\/\/journals.plos.org\/plosone\/article?id=10.1371\/journal.pone.0275017\" target=\"_blank\" rel=\"external noopener\" data-wpel-link=\"external\">study<\/a>, mainly due to bleaching events, overfishing and sedimentation. This sedimentation results from the deforestation of coastal mangroves and trees in the island\u2019s interior, which hold back soil in watersheds.<\/p>\n<p>Kora\u00ef has maintained Marine Aquaculture\u2019s coral nurseries for the purpose of reintroducing the corals into their natural environment on behalf of other businesses. Using strains taken initially from the sea, it propagates cuttings in the nursery and reintroduces them around the protected island of Antsoha.<\/p>\n<p>Kora\u00ef offers coral restoration as a service for businesses wanting to make an international commitment as part of their corporate social responsibility (CSR) program. It provides annual impact reports that can be used in the companies\u2019 own sustainability reports in accordance with the\u00a0<a href=\"https:\/\/www.carbone4.com\/article-csrd-qui-est-concerne\" target=\"_blank\" rel=\"external noopener\" data-wpel-link=\"external\">Corporate Sustainability Reporting Directive<\/a>, established by the European Commission in 2022. The directive requires companies in the EU to publish information on the impact of their social, environmental and governance activities. The startup eventually plans to establish a blue carbon offsetting scheme and to extend its restoration work to continental Africa.<\/p>\n<p>Last year, Kora\u00ef planted 1,500 hard coral cuttings off Antsoha, 28 km (17 mi) from Nosy Be, according to Donty. The mortality rate is currently less than 5%, she says. Kora\u00ef also has an edutainment aquarium intended to raise awareness among its corporate clients, local communities and tourism operators, and tourists visiting Nosy Be.<\/p>\n<figure id=\"attachment_278559\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-278559\" src=\"https:\/\/imgs.mongabay.com\/wp-content\/uploads\/sites\/20\/2024\/02\/05152817\/diver.jpg\" alt=\"A Kora\u00ef diver with a coral growing frame. \" width=\"1536\" height=\"1024\" \/><figcaption class=\"wp-caption-text\">A Kora\u00ef diver with a coral growing frame. Image courtesy of Kora\u00ef.<\/figcaption><\/figure>\n<h3><strong>\u2018I want to shake up today\u2019s idea of capitalism\u2019<\/strong><\/h3>\n<p>Donty says she wanted to apply an entrepreneurial approach to nature conservation because it offers several advantages over other approaches. Coral reef restoration work has been going on for several years in Madagascar, but until now has only been carried out by environmental associations and NGOs. Kora\u00ef appears to be the first for-profit company involved in this activity on the island, according to Gildas Georges Boleslas Todinanahary, senior lecturer and head of the training department at the University of Toliara\u2019s Fisheries and Marine Sciences Institute.<\/p>\n<p>As not-for-profit organizations, associations and NGOs rely on grants that can be limiting, and often depend on volunteers to vary out the work. In contrast, a business aims to generate sufficient profits to ensure optimal performance with support from paid staff. Businesses are more likely to achieve impacts than NGOs, according to Todinanahary. \u201cThe main advantage with a company is that their performance is directly based on their results, not just on their activities,\u201d Todinanahary says. \u201cActive restoration efforts are valued much more highly than those focusing solely on management.\u201d<\/p>\n<p>\u201cI didn\u2019t just want to volunteer,\u201d Donty says, \u201cI wanted to incorporate the environment into my business model and shake up today\u2019s idea of capitalism.\u201d Kora\u00ef\u2019s model is inspired by the likes of large businesses such as France-based EcoTree and Ecocean, and Bahamas-based Coral Vita, which Donty says were already recognizing the value of nature through their entrepreneurship nearly 15 years ago, even before many of today\u2019s carbon credit initiatives.<\/p>\n<figure id=\"attachment_278558\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-278558\" src=\"https:\/\/imgs.mongabay.com\/wp-content\/uploads\/sites\/20\/2024\/02\/05152812\/coral-reef.jpg\" alt=\"Natural coral reef in the waters off Madagascar. \" width=\"789\" height=\"623\" \/><figcaption class=\"wp-caption-text\">Natural coral reef in the waters off Madagascar. Image by Frontierofficial via\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/frontierofficial\/8389611944\/in\/photostream\/\" target=\"_blank\" rel=\"external noopener\" data-wpel-link=\"external\">Flickr<\/a>\u00a0(<a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\" target=\"_blank\" rel=\"external noopener\" data-wpel-link=\"external\">CC BY 2.0<\/a>).<\/figcaption><\/figure>\n<figure id=\"attachment_278556\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-278556\" src=\"https:\/\/imgs.mongabay.com\/wp-content\/uploads\/sites\/20\/2024\/02\/05152801\/aquarium.jpg\" alt=\"Visitors at Kora\u00ef\u2019s edutainment aquarium in Nosy Be, Madagascar.\" width=\"1536\" height=\"1024\" \/><figcaption class=\"wp-caption-text\">Visitors at Kora\u00ef\u2019s edutainment aquarium in Nosy Be, Madagascar. Image courtesy of Kora\u00ef.<\/figcaption><\/figure>\n<h3><strong>\u2018Green entrepreneurship is not easy\u2019<\/strong><\/h3>\n<p>Kora\u00ef\u2019s model is ambitious, and faces many challenges.<\/p>\n<p>\u201cAlthough it\u2019s very popular right now, green entrepreneurship is not easy,\u201d Donty says. All her current customers are based in Europe, but their CSR programs often aren\u2019t well structured, and some don\u2019t even have a dedicated budget.<\/p>\n<p>Being based in Madagascar also brings certain challenges, particularly in recruiting employees, she says. Young people would rather study tourism and business than technical subjects, especially in Nosy Be, a tourism hotspot. On top of this, educational achievement is low among young Madagascans, according to a government\u00a0<a href=\"https:\/\/www.education.gov.mg\/wp-content\/uploads\/2023\/02\/RAPPORT-T2-T5_2021_-28-OCT-2022.pdf\" target=\"_blank\" rel=\"external noopener\" data-wpel-link=\"external\">report<\/a>. A lack of infrastructure is a further challenge. According to Donty, some marine protected areas around Nosy Be don\u2019t even have buoys to mark their boundaries and prevent fishers from entering.<\/p>\n<p>Todinanahary also laments the government\u2019s lack of interest in marine conservation. As it stands, he says, there are no specific laws focusing on marine ecosystems, and the Ministry of the Environment and Sustainable Development is only just beginning to consider them.<\/p>\n<p>There\u2019s also a lack of strategies aimed at supporting vulnerable local communities, who have no choice but to fish the reefs, which contributes to reef degradation. Nevertheless, there\u2019s room for hope, Todinanahary says, because these communities are beginning to appreciate the importance of coral conservation.<\/p>\n<p><strong><em>Banner image<\/em><\/strong><strong><em>:<\/em><\/strong><em>\u00a0Kora\u00ef divers prepare to install a frame housing young hard corals in the protected waters of Antsoha Island, off northwestern Madagascar. Image courtesy of Kora\u00ef.<\/em><\/p>\n<p><em>This story was first published\u00a0<a href=\"https:\/\/fr.mongabay.com\/2023\/12\/une-entreprise-dexportation-de-coraux-se-convertit-dans-leur-conservation-a-madagascar\/\" target=\"_blank\" rel=\"external noopener\" data-wpel-link=\"external\">here<\/a>\u00a0on Mongabay\u2019s\u00a0<a href=\"https:\/\/fr.mongabay.com\/\" target=\"_blank\" rel=\"external noopener\" data-wpel-link=\"external\">French website<\/a>\u00a0on Dec. 21, 2023.<\/em><\/p>\n<p><strong>Citation:<\/strong><\/p>\n<p>Randrianarivo, M., Guilhaumon, F., Tsilavonarivo, J., Razakandrainy, A., Philippe, J., Botosoamananto, R. L., \u2026 Adjeroud, M. (2022). A contemporary baseline of Madagascar\u2019s coral assemblages: Reefs with high coral diversity, abundance, and function associated with marine protected areas.\u00a0<em>PLOS ONE, 17<\/em>(10), e0275017. doi:<a href=\"https:\/\/doi.org\/10.1371\/journal.pone.0275017\" target=\"_blank\" rel=\"external noopener\" data-wpel-link=\"external\">10.1371\/journal.pone.0275017<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>After her father died, Jeimila Donty took over her family\u2019s coral export business and shifted its focus to conservation, creating Kora\u00ef. Donty is part of a young \u201cpro-climate\u201d generation that\u2019s keen to incorporate the environment into business models. Kora\u00ef plants corals in Madagascan waters on behalf of other companies as part of their corporate social [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":4858,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-4856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From exporting coral to restoring reefs, a Madagascar startup rethinks business - Department of Forest and Environment Economics| Sokoine University of Agriculture<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cfwt.sua.ac.tz\/foresteconomics\/from-exporting-coral-to-restoring-reefs-a-madagascar-startup-rethinks-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From exporting coral to restoring reefs, a Madagascar startup rethinks business - Department of Forest and Environment Economics| Sokoine University of Agriculture\" \/>\n<meta property=\"og:description\" content=\"After her father died, Jeimila Donty took over her family\u2019s coral export business and shifted its focus to conservation, creating Kora\u00ef. 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