{"id":11739,"date":"2025-09-18T09:00:00","date_gmt":"2025-09-18T07:00:00","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=11739"},"modified":"2025-09-18T16:42:07","modified_gmt":"2025-09-18T14:42:07","slug":"listening-to-the-forest-how-maa-biodiversity-is-bringing-life-back-to-europes-woods","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/choose-to-lead\/listening-to-the-forest-how-maa-biodiversity-is-bringing-life-back-to-europes-woods\/","title":{"rendered":"Listening to the forest: how Maa Biodiversity is bringing life back to Europe\u2019s woods"},"content":{"rendered":"\n

Amid mounting warnings over biodiversity loss, a new generation of startups is attempting to reshape how we value and manage Europe\u2019s natural capital. One of those is Maa Biodiversity<\/a>, a French startup that combines ecological science with hands-on land management and new forms of environmental finance, which is also a part of ESCP\u2019s incubator, Blue Factory<\/a>.\u00a0<\/p>\n\n\n\n

Founded by three alumni of ESCP \u2013 Hippolyte Brugui\u00e8re, Aristide Brugui\u00e8re and Younes Boual \u2013 Maa is part of a growing movement of \u201cnature tech\u201d companies seeking to give biodiversity the same financial and policy visibility carbon emissions have enjoyed over the past decade<\/strong>.\u00a0<\/p>\n\n\n\n

But where others have focused on recommendations and reporting, Maa\u2019s approach is resolutely field-focused.<\/p>\n\n\n\n

\u201cWe protect biodiversity by going into forests,\u201d Aristide Brugui\u00e8re says, noting that forests are home to about 80% of all land-based species. But according to the UN, biodiversity is disappearing at an unprecedented rate<\/a>.<\/p>\n\n\n\n

Images of deforestation in South America or Southeast Asia tend to grab the headlines. But Brugui\u00e8re points out that Europe is experiencing a quiet decline in forest health and ecosystem quality, even as total forest area continues to expand.<\/p>\n\n\n\n

Europe\u2019s forest area has grown by roughly 9% over the past 30 years,<\/a> according to Forest Europe. But nearly one in four trees shows signs of defoliation,<\/a> a marker of systemic stress, the European Environment Agency says.<\/p>\n\n\n\n

\u201cThe issue is not deforestation; it\u2019s bad reforestation,\u201d Brugui\u00e8re explains. \u201cYou get low biodiversity, fragile forests and a rise in wildfires and disease.\u201d<\/p>\n\n\n\n

The problem, in essence, is not the absence of trees \u2014 but the absence of life within them.<\/strong><\/p>\n\n\n\n

\n

The issue is not deforestation; it\u2019s bad reforestation. You get low biodiversity, fragile forests and a rise in wildfires and disease.<\/p>\n<\/blockquote>\n\n\n\n

Turning carbon tools toward biodiversity<\/strong><\/h2>\n\n\n\n

Maa\u2019s answer is to rewire the incentives for landowners and corporations alike. The company works with private forest owners, paying them to preserve their land instead of cutting it down. Maa then manages the forest, improves its health and issues carbon credits to fund biodiversity restoration.<\/p>\n\n\n\n

\u201cWe\u2019re not focused on capturing carbon \u2014 forests do that on their own \u2014 but we use carbon credits as a way to secure funding for active biodiversity protection,\u201d says Brugui\u00e8re.<\/p>\n\n\n\n

Carbon credits are certificates that represent one tonne of carbon dioxide either avoided or removed from the atmosphere \u2014 and can be bought and sold to offset emissions.<\/p>\n\n\n\n

Maa is currently working with six forest owners across 2,000 hectares, with plans to scale up to 10,000 hectares by mid-2026. The challenge, however, is not access to land. It is access to capital.\u00a0<\/strong><\/p>\n\n\n\n

\u201cWe pay forest owners annual rent to manage their land,\u201d Brugui\u00e8re says. \u201cWhen necessary, we harvest wood sustainably and generate carbon credits from the areas we conserve. That allows us to offer landowners nearly the same income they\u2019d get from cutting down their trees \u2014 while protecting biodiversity.\u201d<\/p>\n\n\n\n

Listening to the forest<\/strong><\/h2>\n\n\n\n

Central to Maa\u2019s proposition is a hybrid methodology developed in collaboration with a French public institution. It combines satellite imagery, soil sampling and sensors that listen to the forest to map the diversity of species. These tools help Maa measure how healthy a forest is, and track changes over time.<\/p>\n\n\n\n

\u201cWe go directly into the field and use bioacoustic boxes \u2014 devices that record all the sounds made by birds and other animals in the forest,\u201d Brugui\u00e8re explains. \u201cWe also take soil samples to analyse which nutrients and ecosystems are present or missing.\u201d<\/p>\n\n\n\n

Maa turns this data into a scoring system to track progress and decide what actions are needed. That could mean carefully cutting certain trees, planting species better suited to future climate conditions, or taking steps to reduce the risk of wildfires. <\/p>\n\n\n\n

Maa carries out the work directly. \u201cIf trees need to be harvested, we hire lumberjacks to handle it,\u201d explains Brugui\u00e8re. This hands-on model sets it apart from some other players in the biodiversity space, which tend to be limited to audits or advice.<\/strong><\/p>\n\n\n\n

\n

We\u2019re not promising to protect nature in the future \u2014 we protect it from the moment we intervene. Our results are based on real data from the field.<\/p>\n<\/blockquote>\n\n\n\n

Measuring what matters<\/strong><\/h2>\n\n\n\n

While many nature-focused projects chase big numbers, Maa focuses on doing the work well and proving it. One of its main goals is to manage 20,000 hectares of forest \u2014 land that\u2019s not just protected, but clearly improving over time.<\/p>\n\n\n\n

\u201cFor us, it\u2019s about protecting biodiversity. The more land we manage, the more we can make sure it\u2019s being done properly<\/strong>,\u201d Brugui\u00e8re says. \u201cWe apply our method three times over the course of each project: to set a baseline, track changes and reduce risks on the site.\u201d<\/p>\n\n\n\n

A market in flux<\/strong><\/h2>\n\n\n\n

Europe\u2019s market for nature-based solutions is still developing. Regulation is tightening, and voluntary carbon markets are under growing scrutiny. Credit prices have declined, in part due to oversupply from low-quality projects.<\/p>\n\n\n\n

\u201cThe carbon market is evolving quickly,\u201d says Brugui\u00e8re. \u201cPrices have dropped mainly because of large projects flooding the market with credits, many of them lacking transparency.\u201d<\/p>\n\n\n\n

By contrast, Maa\u2019s results are rooted in observable outcomes, not future projections<\/strong>. This, Brugui\u00e8re argues, is where market credibility is heading.<\/p>\n\n\n\n

\u201cWe\u2019re not promising to protect nature in the future \u2014 we protect it from the moment we intervene,\u201d he says. \u201cOur results are based on real data from the field.\u201d <\/p>\n\n\n\n

A future for functional forests<\/strong><\/h2>\n\n\n\n

As Europe looks for ways to use land more sustainably, Maa offers a practical model that connects business, science and nature<\/strong>. It\u2019s not without challenges: the work requires massive funding, depends on changing regulations and faces growing competition from other ESG-focused startups.<\/p>\n\n\n\n

But for Brugui\u00e8re, the logic is simple.<\/p>\n\n\n\n

\u201cWe\u2019re not treating nature protection as charity,\u201d he says. \u201cWe\u2019re building a market-based model that gives landowners and companies a reason to protect biodiversity.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

As biodiversity vanishes at an unprecedented pace, one startup is taking a hands-on approach to saving Europe\u2019s forests. Maa Biodiversity combines science, land management and finance to turn fragile tree stands into thriving ecosystems.<\/p>\n","protected":false},"author":1,"featured_media":11738,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[18,280,37],"class_list":["post-11739","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-choose-to-lead","tag-entrepreneurship","tag-responsiblebusiness","tag-sustainability","category-13","description-off"],"acf":[],"yoast_head":"\nHow Maa Biodiversity is bringing life back to Europe\u2019s woods - The Choice by ESCP<\/title>\n<meta name=\"description\" content=\"As biodiversity declines across Europe, Maa Biodiversity offers a new model for conservation using technology-driven forest management.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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