Coca-cola is one company thathas implemented an ecosystem services plan. Its initiatives are directed toward protecting fresh water and, in some cases, generating it. One of the company’s initiatives involves working with Guatemalan farmers to implement more eco-friendly farming systems to protect watersheds. Part of this program includes providing more-efficient wood-burning stoves to local villagers to lessen their need to cut down trees. As skeptics of coca-cola intentions would surely point out, the co,pany’s core products require a ready supply of fresh water, so any efforts toward protecting those supplies can hardly be considered unselfish, philanthropicacts; yet,there is no doubt that the local inhabitants also require a reliable source of fresh water for survival.