Adán Martínez Cruz

Adán Martínez Cruz, an environmental economist at the Swedish University of Agricultural Sciences, dives into the intriguing world of valuing nature. He discusses how assigning monetary value to ecosystem services can drive environmental benefits and shape better economic incentives. Adán explores non-market valuation, the impact of consumer choices on sustainability, and the potential of markets as tools for fairer pricing. He also highlights innovative projects, like compensating beekeepers in Yucatán, and emphasizes the need for equitable environmental policies.