The Once-ler's small shop soon grows into a factory.

The Once-ler tells the boy of his arrival in a beautiful valley containing a forest of Truffula trees and a range of animals.

The Once-ler, having long searched for such a tree as the Truffula, chops one down and uses its wool-like foliage to knit a Thneed, an impossibly versatile garment.

The Lorax, who "speaks for the trees" as they have no tongues, emerges from the stump of the Truffula and voices his disapproval both of the sacrifice of the tree and of the Thneed itself.

However, the first other person to happen by purchases the Thneed for $3.98, so the Once-ler is encouraged and starts a business making and selling Thneeds.

The Once-ler is unrepentant and defiantly tells the Lorax that he will keep on "biggering" his business, but at that moment one of his machines fells the very last Truffula tree.

Without raw materials, the factory shuts down and the Once-ler's relatives leave.The Lorax says nothing but with one sad backward glance lifts himself into the air ("by the seat of his pants") and disappears behind the smoggy clouds.It chronicles the plight of the environment and the Lorax, who speaks for the trees against the Once-ler. Seuss works, most of the creatures mentioned are original to the book. He was able to create a story addressing economic and environmental issues without it being dull.The book is commonly recognized as a fable concerning the danger corporate greed poses to nature, using the literary element of personification to give life to industry as the Once-ler and the environment as The Lorax. "The Lorax," he once explained, "came out of me being angry.In The Lorax I was out to attack what I think are evil things and let the chips fall where they might." A boy living in a polluted area visits a strange isolated man called the Once-ler in the Street of the Lifted Lorax.The boy pays the Once-ler fifteen cents, a nail, and the shell of a great-great-great grandfather snail to hear the legend of how the Lorax was lifted away.