Rhino horns, popular for centuries in Asia as an aphrodisiac, are worth an astounding $450,000 each on the black market. Poaching is rife, well-organised, and difficult to stop due to endemic corruption in many African nations. South Africa's Kruger National Park has lost about 7000 rhinos to poaching in recent years - poachers kill the animal, making it easier to take the horn. Joss Kent, chief executive of & Beyond, which owns and operates Phinda Private Game Reserve in South Africa, is one of the people convinced that removing the horns, and therefore taking away the attraction of the animal to poachers, is the best way to save the animals from extinction.