In 2010, a fifteen-year-old schoolboy from Namibia suggested to his father that they turn the family's antelope-breeding farm into a project to save white rhinos. Years later, this idea led to the birth of 197 calves — a notable contribution to the conservation of a species whose wild population remains under threat.
Jaco Muller, a farmer from the Kunene region, started small: in 2010 he repurposed the operation, built a protected area and founded the non-profit organization Help Our Rhinos Now. The first birth occurred in 2013, and by 2025 the project had become one of the largest private breeding centers for white rhinos (Ceratotherium simum) in Namibia. Tourism revenue from Kifaru Lodge, opened in 2018, helped cover the costs of security and care.
Muller actively advocated for the legalization of the horn trade, comparing trimming to sheep's wool: the animal remains alive, the horn grows back, and the funds go toward protection. This position was controversial — opponents feared the laundering of poached horns and a rise in demand. Nevertheless, the farmer emphasized that the ban only enriches criminals, while farm owners bear enormous security costs.
In 2024, the project exported 42 white rhinos to Texas, following the example of the Arabian oryx, which was saved through captive breeding and subsequent reintroduction. Muller regularly flew over the grounds in a gyrocopter, monitoring the animals and signs of intrusions. In September 2026, during one of those flights, he died in an aircraft crash.
The story of the Rhino Momma Project shows how a private initiative, backed by economic mechanisms and international cooperation, can complement government conservation efforts. Even after the founder's tragic death, the program continues to operate, reminding us that sustainable breeding and protection can become a real mainstay for endangered species.
