1994, in jail
 
...from the hand of Mama Coca he came to power...
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In 1985, Evo was named general secretary of his union, San Francisco. In 1988, Evo's fellow union members elected him executive secretary of the Tropics Federation. This was right when the conservative MNR government got congress to approve Law 1.008, the Law of the Coca and Controlled Substances Regime, which considers the reduction and gradual substitution of crops qualified as excessive (beyond traditional chewing use), by planting alternative crops or even by forcefully pulling out coca plants without right to compensation.
A union meeting in Chapare

Since 1996, Evo has held the position of president of the Coordinating Committee of the Six Federations of the Tropics of Cochabamba. A fellow union member, Alex Contreras, says, "In contrast to other leaders, Evo, in every activity - no matter how small - proved he could dedicate himself like none other."

"I believe that my only full time occupation, one hundred percent, my true passion in the last 19 years has been, and is, the defense of the coca leaf, the soil and the territory, but now also the defense of natural resources, the rights of the country's poor and exploited, the thousands of workers and unemployed, the refoundation of our homeland, the defense of national sovereignty and life itself."

His union activities were not looked upon favorably by the ruling parties. While they, pressured by Washington, were trying to erradicate the coca leaf, coca farmers for their part were lobbying to defend their right to cultivate the plant.

They found him in the bushes..
Consequently, during his union career, Evo got to know jail, confinement and torture. In 1989, when Evo was paying homage to companions who had fallen in the defense of the coca leaf, UMOPAR forces beat him savagely and dumped him in the bushes, thinking he was dead. Far from scaring the coca farmers, the continued persecution revitalized their fighting spirit.

"On more than one occasion, especially when I was imprisoned, I heard through my means of communication a phrase that came from the heart of society: 'In the Chapare, there are thousands of Evos.'"

To reinforce their demands, the coca farmers, with Evo leading the way, marched the 600 kilometers that separate Cochabamba from La Paz. Attacked at first by law enforcement officers, the coca farmers deceived them, going around their control posts. The closer the coca farmers got to the capital, the more people took to the streets to encourage the marchers, offering them drinks, food, clothes and shoes. They arrived in La Paz to the cheers of the inhabitants and were invited to negociate an accord with the authorities, who had no other choice in the wake of such wide enthusiasm.

Once the coca farmers had returned to the Tropics of Cochabamba and calm had been restored to the country, the authorities forgot about their accord so full of promises and returned to sending forces to harrass the settlers. "I have had difficult moments in Eterazama (1997), where a DEA (Drug Enforcement Agency of the USA) helicopter strafed and there were five dead in minutes." "In the headquarters of Human Rights, in Villa Tunari (2000), there was an intent to fill me with bullets, but it failed, the bullet only grazed me."

The coca farmers' struggle and their march for respect and dignity made news past the borders of Bolivia. For being the leader of a non-violent movement against the War on Drugs, an international coalition of politicians and academics against this war nominated Evo as a 'Drugs Pacifist' for the Nobel Peace Prize of 1995 and 1996.

Then Evo set his sights outside Bolivia. Suddenly he could obtain assistance from overseas, particularly in Europe. It's there where he travelled, together with other coca farmers from the Tropics of Cochabamba, the Yungas, Peru and Colombia. They went in wave after wave. They campaigned in defense of the coca leaf, against the anti-drug politicians who don't distinguish between coca and cocaine.