Marta Echavarría, founder of EcoDecisión – a social firm committed to conserving natural landscapes – aims to change the way the formal economy values nature. Marta has worked in the design, negotiation and development of financial and institutional mechanisms for environmental management and watershed conservation in various countries. Most recently in Peru, she has contributed in getting the drinking water companies committed to investing part of their water rate in the protection of water sources and conservation. She has received international recognition as a social entrepreneur and is involved in several Advisory Committees and NGO Boards. Currently, EcoDecisión has launched Canopy Bridge, an online platform to facilitate transactions between buyers and producers of sustainable products worldwide. Marta has a B.A. in Environment Studies and received the first M.A in Development Studies from Brown University.