It was founded in 1987 by Daniel Katz, who serves on its board of directors, and is led by President Tensie Whelan. The Rainforest Alliance is a non-governmental organization (NGO) working to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior. Based in New York City with offices throughout North and South America, Asia, Africa and Europe and program work in more than 100 countries, the organization has earned a four star rating from Charity Navigator for more than five consecutive years.

The Rainforest Alliance harnesses market forces as part of its strategy to arrest the major drivers of deforestation and environmental destruction: timber extraction, agricultural expansion, cattle ranching and tourism. The organization trains farmers, foresters and tourism operators in sustainable practices that conserve land and waterways, improve livelihoods, and protect workers and communities; it also helps them access the financing necessary to implement sustainability changes. Farms and forestry enterprises are audited against rigorous standards maintained by the Sustainable Agriculture Network and the Forest Stewardship Council. The organization verifies carbon offset projects to standards that address greenhouse gas sequestration, biodiversity conservation and sustainable livelihoods. The Rainforest Alliance verifies projects to the American Carbon Registry Standard, the Carbon Fix Standard, the Climate Action Reserve Standard, the Gold Standard, the Verified Carbon Standard, the standards of the Climate, Community & Biodiversity Alliance, the Chicago Climate Exchange and Plan Vivo.

Different Rainforest Alliance programs are :

- Rainforest Alliance Sustainable Forestry

- Rainforest Alliance Carbon verification

- Rainforest Alliance Sustainable Agriculture

- Rainforest Alliance Tourism

- Rainforest Alliance Education Program

- Eco-Index.