Bad Bunny Turned the Super Bowl Into a Call for Land Sovereignty

On the world’s biggest stage, amid fireworks and spectacle, there stood the crop that enriched empires while eroding Puerto Rico’s land, labor, and sovereignty.

When Bad Bunny opened his halftime performance walking through what looked like a living sugarcane field, millions simply saw a striking stage design. But those of us involved in agricultural communities saw a protest.

The Link Between Land, Culture, and Self-Determination

Sugarcane once powered Puerto Rico’s economy. Under Spanish rule and later as a territory of the United States, vast plantations consumed the island’s most fertile lands. Once diverse farming systems created by Taíno Indigenous communities gave way to monocultures designed for export. As with all colonial systems, wealth made in Puerto Rico has long flowed outward while the ecological and social costs remain for local people to have to bear.

Across colonized lands, colonial agriculture prioritized single crops for distant markets at the expense of ecological and social prosperity and resilience—a historical legacy that today ripples through communities and commodity markets. In Puerto Rico, as in other Latin American and Caribbean countries—including my own home country, Mexico—forests were cleared and watersheds were destabilized to power the colonial economic machine. Soil health declined. Local communities' cultural ties to land were fractured, and, without power over local resources anymore, they could no longer steward landscapes as they once did. In Puerto Rico, US policies favoring industrialization over agriculture from the early 20th century onward were the final straw. Although Puerto Rico once produced most of its own food on the island, it now imports over 80%.

The image of sugarcane at the Super Bowl reminds us that land is political. It carries memories of exploitation, resilience, and identity.

What appear today as “degraded land” and disempowered communities are the ecological and social residue of economic models designed for extraction. So, in a very real sense, Bad Bunny didn’t just choose a lush set design. He intentionally made history visible, reminding millions of viewers that colonial power doesn’t only claim territory, it reorganizes our whole environment and, in doing so, reshapes culture, labor, and identity itself.

For many Puerto Ricans, the performance summoned the figure of the jíbaro—the smallholder farmer of the island’s mountainous interior, living from and with the land during colonial rule. More than a rural archetype, the jíbaro is a cultural touchstone, carried through generations in music, poetry, and oral tradition. They represent resilience and dignity, and an enduring bond between people and place—a vision of land not as commodity, but as home, heritage, and self-determination. Framed within Bad Bunny’s creative vision, land is not an asset class: It is identity and community.

Restoring Nature-Positive Farming Traditions Isn’t a Luxury—It’s Basic Risk-Management

Modern agricultural practices, many rooted in colonialism, have long degraded land by plundering natural ecosystems and extracting their value, often concentrating ownership in a few powerful hands. This has left us in a dire situation: At least 40% of the world’s land is now degraded, driving increasing food and water insecurity, contributing to climate change, and fueling climate migration.

To ensure our future on the planet, we must urgently prioritize land restoration and transitioning to regenerative agricultural practices. But for restoration to work, the governance model colonialism installed must be inverted. Landscapes cannot be regenerated without local decision-making power. Ecological repair and political agency go hand in hand.

As climate pressures intensify and public budgets shrink, we are seeing governments and businesses alike continue to act like ecological and social resilience is a luxury, an add-on after economic profit has been achieved. But safeguarding agricultural and ecological heritage, and placing power in the hands of local communities to be able to do this on their own terms, is a scientifically sound investment in economic resilience.

If we are serious about healing degraded landscapes—in Puerto Rico, in Mexico, across Latin America and the Caribbean, and beyond—we must ensure that the finance being used to restore does not become a new form of enclosure.

Research shows us that when communities have ownership and governance over local resources, restoration lasts. Yes, this demands real upfront investment—in soil, water, agroforestry, local enterprise, and strong community institutions. But the returns are massive: Every dollar invested in restoration can generate up to $30 in benefits.

If finance continues to channel value outward while communities carry the risk, we simply repackage (neo)colonialism in a greener language. Restoration funding must, therefore, anchor ownership and governance locally, positioning communities as architects of change, not passive recipients. And there are models already demonstrating what this can look like.

In Mexico’s Sierra Gorda, the Grupo Ecológico Sierra Gorda (GESG) has built a system where conservation and livelihoods are inseparable. Working alongside the state government, GESG has designed and implemented a public policy within the Sierra Gorda Biosphere Reserve where "forest owners" are compensated to steward forests, manage grazing responsibly, and protect biodiversity.

In simple terms, communities receive compensation for maintaining ecosystems that provide measurable public benefits—carbon sequestration, clean water, biodiversity conservation. Instead of extracting value from the land, value is generated by caring for it.

In the Sierra Gorda Biosphere Reserve, more than 300 people directly benefit from a PES (payment for ecosystem services) program covering over 14,000 hectares. GESG operates through a co-management model between civil society and the federal government, grounded in strong local participation and recognition. The goal is not short-term subsidy, but long-term institutional self-sufficiency through sub-national public policy—creating funding streams that sustain conservation while advancing community-led development.

It is a powerful example of conservation that reinforces, rather than erodes, local sovereignty. But PES alone cannot finance restoration at landscape scale; this requires a different kind of financial architecture. Regenerative blended finance offers one pathway. By combining public funds, philanthropic capital, and private investment, it can reduce risk and unlock larger flows of capital for landscape recovery. When designed well, blended finance mechanisms can accelerate ecological restoration while (and by) giving communities control.

A regeneratively-designed blended finance model treats communities as owners and co-investors, not beneficiaries. It embeds social and ecological returns alongside financial ones. It builds local financial capacity, enabling communities to negotiate, manage, and reinvest capital themselves, and strengthens local institutions so landscapes can ultimately generate their own sustainable revenue.