Community Markets for Conservation, COMACO, is a novel, emerging company in Zambia that is pioneering an innovative way of making markets and conservation work together. It produces IT'S WILD!, a special brand of organic, value-added processed products that come from the rural farmers who live with wildlife. Urban consumers buy these products and in doing so, pay for the cost of rewarding small-scale farmers for supporting conservation. The idea that a company can work to improve the lives of poor farmers by supporting conservation may seem too good to be true. Far from it, it is happening and on a scale that is beginning to impress even the most sceptical!