What is Deeply-Rooted Assets?
For 40 years, Aracruz Celulose has been caring for the land it cultivates and its neighboring communities. Ever since the company was founded, it has always respected the origin and the source of what it produces, basing its actions on innovation and responsible social and environmental practices.
Deeply-Rooted Assets is the master brand from which a number of sub-brands will derive. They will identify Aracruz’s socio-environmental programs, projects and actions, such as the Forestry Partners Program and the Aracruz Volunteers Program, among others. These sub-brands will identify and offer a more integrated vision of the company’s various social responsibility and environmental initiatives and actions.
The expression Deeply-Rooted Assets stems from the natural and direct affinity between Aracruz and its raw material: the eucalyptus tree. It is a classic and strong expression, used in Civil Law to define assets that cannot be removed from the land. Moreover, it can be related to the fact that Aracruz is a true Brazilian corporation — that is, one whose roots are in the country.
See how the Deeply-Rooted Assets logo was created: