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This article is a preliminary attempt to understand the corporate social responsibility claims and impacts of Aracruz Celulose sa, Brazil's largest pulp and paper manufacturer. Aracruz locates its operations in the vulnerable biodiversity hotspot of the Atlantic Forest, having acquired 800 000 hectares of land in five states of Brazil for the planting of eucalyptus. It owns some of the largest pulp and paper mills in the country. Both its record of land acquisition and its impact on the environment have resulted in considerable social conflict with the indigenous inhabitants, former slave communities and other small farmers in the state of Espírito Santo, and with supportive activist ngos. The company's application of formal corporate social responsibility practices often flies in the face of its social and environmental impacts. This raises questions about the nature of corporate social responsibility and its claims in developing countries like Brazil and elsewhere. [ABSTRACT FROM AUTHOR]