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Bruce Industries was a powerful mining corporation based in the United States. Its CEO during the 2050s, Donald King, was infamous for starting the Guinea War. The company made billions of dollars selling minerals, metals, and energy resources to the emerging industrial powers of Asia. After mineral reserves were becoming depleted worldwide, Bruce Industries was one of the first companies to set its sights on the vast untapped resources of Africa. One of its major endeavors was bauxite (aluminum) mining in Guinea, which generated nearly 20 billion dollars in revenues. After radical environmentalists took over the country and shut down the mines, Donald King ran for president, and invaded the nation to secure the corporate interests of Bruce. After King left office in 2069, the company was eliminated by a government act spearheaded by reformer President Albert Norman.