By the 1930s it was apparent to all concerned that Fordlândia, Henry Ford‘s rubber plantation in the Amazon, had been a costly, massive underachiever. Ford however, to the unending frustration of his family, doggedly refused to pull the plug and walk away from the Amazon fiasco counting his losses. In 1934, instead of ditching the failing Fordlândia operation altogether, he retained it and at the same time poured a fresh pile of money and resources into a second Amazonian rubber plantation site.

Learning from failure
The new rubber plantation, at Belterra, was better positioned geographically in relation to the main regional city of Santarém (just 40 km south of it). The plantation site selected this time was a more judicious choice, unlike the uneven ground of Fordlândia, the site comprised a flat topography, much better terrain for moving equipment around and for planting✱. The more favourable physical conditions at Belterra meant that Ford’s agrarian labourers were over a period of several years able to cultivate some 19 square miles of land for the planting of rubber trees (not a gigantic quantity by any reckoning, but a significant advance on the pitiful returns from Fordlândia)  [‘Belterra, Pará’, Wikipedia, http://en.m.wikipedia.org].

Improvements in local agronomy
The horticulturalists at Belterra were conscious of the need not to replicate the monoculture prevailing at Fordlândia – which had made the rubber plants vulnerable to infection. By planting hardwoods this time and employing new breeding methods which used local varieties, the planters were able to avoid the scourge of Fordlândia – the Amazon leaf disease. The downside of this method however was that it was very labour-intensive and expensive [ibid.].

Infrastructure, variety and man-management
One of the clear lessons of Fordlândia was that living conditions for migrant workers in the camp were not conducive to creating a happy workforce. Again, as at Fordlândia, the migrant employees (based on the precedent of Ford’s American plant workers) were paid much higher than the going rate elsewhere in Brazil…but the company had learnt from the Fordlândia plantation that this was not enough of itself to get the desired worker performance. This time Ford’s managers delivered an enhanced town infrastructure…the drawing board for Belterra included three well-staffed hospitals (a critical area of shortage at Fordlândia) and three major (and two minor) schools◊. The sanitation system was much improved on the earlier settlement (arguably it was better than anywhere else in rural Brazil at that time). The street layouts were better planned and more uniform (straighter streets, more systematic street grid and more effort put into ‘greening’ the environment). The Belterra management gave workers more options for their leisure time – construction of football fields⍟ and playground equipment, movie and dance nights (exclusively folk dancing, another obsession of Henry Ford!). The upshot was to give the plantation town something akin to a suburban feel [‘Dearborn in the Jungle: Why Belterra Flourished Where Fordlandia Failed’, Past Forward: Activating the Henry Ford Archive of Innovation, (blog), www.thehenryford.com].

Whereas Fordlândia had catered exclusively for single men in its Brazilian work force, the Ford managers (eventually) adopted a more realistic, far-sighted policy, recruiting an increasing number of migrant families to the plantation…showing that Ford (or his management team) were serious about addressing the staff problem that had plagued Fordlândia, a high rate of turnover of the work force [ibid.].

Some relaxation of Ford’s tight reins
Other efforts were made to appease the plantation’s migrant work force to make them more compliant with company target objectives. The imposition of American food on Brazilian work force, which had been the bane of (a large slice of) the dissension in Fordlândia, was lifted. The Brazilian tappers and labourers were allowed to retain their traditional, local eating habits. In addition, in a further relaxation of conditions, musical instruments (an integral part of the Brazilian lifestyle) were allowed in the camp [ibid.].

Ford’s American ‘civilising’ mission for the “undeveloped world”
Despite a relaxing of some of the rules governing the running of Ford’s new industrial town in the Amazon, there were certain things Henry would not compromise on.  Ford was always big on “moral education”…part of his rationale for getting into the Brazilian jungle was to fulfill a mission to realise a peculiarly idiosyncratic idea of his concerning “racial progress’. As Elizabeth Esch describes it, driving Ford was a patronising impulse to “proletarianise and civilise” the uneducated rubber tappers of Amazonia, to make them into “something better”※. In the carmaker’s eyes, melding the workforce into an more efficient unit went hand-in-hand with educating them.

Belterra school girls and boys in Ford’s uniforms, ca.1940 | THF56937 | by the Henry Ford (Flickr)  🔽

Midwest “old school” values
School was compulsory at Belterra – for all! Adult workers had to attend night school classes. Schoolchildren were strictly schooled and imbued with discipline along American lines of education…all workers’ children were issued with uniforms (which made the boys look like boy scouts or cadets). Every school day started with the ceremonial raising of the US flag. Some observers have noted how Ford’s installing of rigid educational and moral discipline at Belterra mirrored his own value system…to whit, tantamount to a kind of  sociological experiment to “Americanise Belterra youth” along the lines of a “Mid-western small town model” [‘Dearborn in the Jungle’, loc.cit.].

Global war, disruption and end-game
Ford established a tyre manufacturing plant in Dearborn in 1937 which by 1940 had the capacity to build 5,000 tyres, unfortunately for Ford NOT ANY of the raw rubber was sourced by that time from the company’s Brazilian plants [Ford Richardson Bryan, Beyond the Model T: The Other Ventures of Henry Ford, (1997)].

🔽 Henry Ford tinkering (Photo source: The Ford UK Co)

The Amazonian rubber venture by 1941 nevertheless did seem to be making some headway, there was in excess of three-and-a-half million rubber tree planted (mostly at Belterra), which by the following year had yielded 750 tons of latex  [ibid.]. The Ford Company was optimistic enough to announce that it expected to produce 30 to 40 million pounds of high quality rubber from the Amazon by 1950 [Esch, op.cit.]. One thing in its favour, as a consequence of the world war extending to the Pacific, was that British, Dutch and French Far Eastern rubber plantations were now in the hands of enemy Japan and no longer commercial entities.

Ultimately though the war rebounded on the Ford Company as on commerce generally with an increasing drain on the US economy for the war effort.  The motor company’s finances were not in great shape during the war years…incredibly the increasingly ‘flaky’ Ford Senior had axed the global company’s Accounting Department! [G Grandin, Fordlândia: The Rise and Fall of Henry Ford’s Forgotten Jungle City, (2010)]) . The domestic situation in Brazil was not helping Ford’s rubber plants…although powerful Brazilian President Getúlio Vargas had given approving nods in the public eye to the company’s presence in Brazil, labour law reforms in the country were not advantageous to Ford. The Brazilian government also restricted the export of lumber during the war. To exacerbate matters even more, the rubber plantations were hit with a return bout of the dreaded leaf blight infestation [Bryan, op.cit.].

Synthetic rubber – the future!
Ford’s son Edsel✜ and grandson Henry II had for several years been badgering the bewilderingly stubborn and by now ailing and declining industrialist to bring the wasteful Amazon fiasco to an end. What possibly clinched it in the end was a technological breakthrough, by 1945 synthetic rubber production was a superior and more economical method of getting latex than natural rubber. Moreover, with WWII now over, Britain and the other European powers had regained control of their lucrative Far Eastern rubber estates, and would once again provide the Ford rubber plants with very stiff competition [ibid.]. In December 1945 Ford finally sold the Fordlândia and Belterra plantations back to the Brazilian government, losing over US$20 million in the deal [‘Belterra, Pará’, Wikipedia, http://en.m.wikipedia.org]. The  dragged-out, ill-fated Amazon venture of Ford, which perpetually “had teetered between failure and farce” was over [Esch, op.cit.].

PostScript: Fordlândia and Belterra redux
Belterra today is in much better nick than Fordlândia, this is largely because the Brazilian government has kept the Belterra plant operational, although it has never been particularly profitable. Fordlândia on the other hand bears many of the characteristic scars of a ghost town. When Companhia Ford Industrial Do Brasil ceased operations in 1945, the Americans cut and ran, leaving things pretty much as they were…pieces of equipment and machinery abandoned, left lying idle, to rot or to be stolen or to be vandalised (contemporary Fordlândia has been described as a “looters’ paradise”◘), furniture, door knobs and other fittings, whatever that was movable, was taken. Most of the original buildings though have survived✥, as well as the plantation sawmill, the generator and such industrial relics, left rusting in the jungle for the past 73 years.

The most striking physical industrial remnant at Fordlândia today is the Torre de água – the 50m-high Water Tower…it still stands, like a symbol of the lost town, and like most of the fixtures at Fordlândia, built in Ford’s Michigan and shipped to the Amazon. Greg Grandin describes its still erect form as a reminder of what it once personified, “a utilitarian beacon of modernity for Ford’s ‘civilising’ project” [Grandin, op.cit.].

__________________________________________________________
✱ botantist expert James R Weir, brought in to ‘troubleshoot’  the company ‘s dismal performance in trying to grow rubber at Fordlândia, came up with the idea of a second plantation in the Amazon (and then promptly left the project altogether!)
◊ named after Henry Ford’s three grandsons, Edsel, Benson and Henry
⍟ Ford had banned the playing of football (soccer) at Fordlândia
※ there was lots of talk at Dearborn about “taming savages” and more disturbingly, of pseudo-racial categories – creating a  “Latin-Saxonian unity” that supersedes the ‘Indian’ and mestizo groupings, E Esch, ‘Whitened and Enlightened’: The Ford Motor Company and Racial Engineering in the Brazilian Amazon’, in OJ Dinius & A Vergara [Eds.], Company Towns in the Americas: Landscape, Power and Working Class Communities, (2011)
✜ Ford heir Edsel predeceased his father, dying in 1943
◘ Simon Romero, ‘Deep in Brazil’s Amazon, Exhibiting the Ruins of Ford’s Fantasyland’, New York Times, 20-Feb-2017, www.nytimes.com]
✥ but not the crumbled mess of the town hospital