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Entering the age of resources shortage with new goals of sustainability but having in mind the supposed failure of markets and closing food crisis both public decision makers and entrepreneurs must find a common solution to these issues. The environmental public goods are important and for emerging countries should be financed from chronic deficits but it cannot replace the enterprises responsible behavior. The private capital is engaged in producing market goods and seeks profits for its shareholders. In this context the main challenge is to link the gaps and bring the two separate interests to a common goal of sustainable profits and welfare.