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Puro, a leading brand of Fairtrade organic coffee, and the World Land Trust announce the groundbreaking Webcam in the Forest project which was launched in London today by Sir David Attenborough.

Puro, a division of Miko Coffee, works in partnership with the World Land Trust to purchase and protect areas of precious rainforest in South America. Launched in 2006, Puro is on its way to protecting a 4,500 acre rainforest reserve in Ecuador containing thousands of species of plants and animals that inhabit the important ecosystem.

Launched in London today by Sir David Attenborough, a World Land Trust patron, the Webcam in the Forest project is part of the Trust's ongoing commitment to utilising the potential of the Internet as a tool for conservation. With an emphasis on raising awareness of an ecosystem critical to the survival of our planet, the project seeks to give people a "window to the wonders of the rainforest".

Puro has worked closely with its clients to promote the environmental cause to consumers through a range of promotional merchandise heavily focussed on awareness and support of the World Land Trust and its valuable work. The webcam project will enable live video and virtual tours of the rainforest to be transmitted via the Internet to cafes, bars, and restaurants throughout Europe.

Andy Orchard, Marketing Manager from Puro UK, commented, "We are now serving close to 4 million cups of Puro a month around Europe and we are proud to be supporting the World Land Trust on such an important project."

"We believe that the webcam project will not only be a unique and fascinating feature in our clients' cafes, but will also help consumers to further identify with the important cause they are supporting. It's amazing to think that someone enjoying a Puro coffee in Europe can fully appreciate the beauty of the rainforest in South America via the power of the Internet."