Remembering Henry Ford’s failed suburban utopia in Brazil

Read about Fordlandia, Henry Ford’s town built from scratch in Brazil:

The community was spurred by a problem caused by the incredible success of Ford’s empire. By the early 1900s, America was gobbling up more than 70 percent of the world’s rubber, most of it going to Detroit. These were the days when rubber still came from plants—meaning that most of it had to be shipped from Southeast Asia. Ford, a dude who was pretty into efficiency, was hesitant to keep buying his company’s supply from Asia, where British rubber plantations were churning out most of the global supply. So he set out to establish his own rubber farm. In a fit of creativity, he named it Fordlandia.

In 1928, Ford sent an envoy of supplies and Ford workers to a 6,000-square-mile plot of land on the Amazon. The charter’s mission was to embed American suburbia in the heart of the rainforest. Within a relatively short period of time, they’d set up homes, running water, electricity—plus all kinds of other extras (like swimming pools) that played to Ford’s belief that leisure was an essential part of the economy.

Local workers were expected to adopt a suburban Michigan lifestyle, too—along with a healthy dose of Ford’s own morals, which meant that both booze and ladies were outlawed within the town. According to a terrific podcast from How Things Work, the transplant town even hosted mandatory square dancing. Hamburgers and other American fare featured in the cafeteria…

But it turned out that rubber plants were being cultivated in Southeast Asia instead for a very good reason: There were no natural floral predators there, as there were in Brazil. Production was sluggish, and the Michigan managers had zero botany know-how.

Three things are notable: Ford’s attempt to control production from start to finish, his interest in having a company town, and his idea that he could simply import an American suburb to Brazil. This could be interpreted as a quixotic effort but it also seems to have darker undertones of American imperialism.

One thought on “Remembering Henry Ford’s failed suburban utopia in Brazil

  1. Pingback: The potential problems with a city “built from the Internet up” | Legally Sociable

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