Monthly Archives: July 2022

Photo: Publicity/Amazon at home Standing forest

From June 8th to 11th, 32 trades of the movement Amazon at home Forest standing participated in Naturaltech, the largest natural products fair in Latin America. It was the movement's first participation in a face-to-face event.

Held in São Paulo, the fair is an opportunity to exchange experiences between producers, retailers and end consumers, bringing visibility and contributing to expanding the presence of products in the market. According to the fair's organization, 35,600 people visited the fair during the four days it took place.

Gathered in a stand of almost 100 m², the brands offered visitors to the fair unique experiences of flavors and cultures of the Amazon. Tasting sessions, happy hours, product launches and lectures were promoted.

Chocolate with native cocoa, agroforestry coffee, chestnuts, juices, guarana, food supplements, farofa, tucupis, jellies, peppers, sauces, oils, fish, biocosmetics, handicrafts, accessories, among other natural products, were distributed throughout the space and gave life to the booth.

Two products were launched during the event: a mango chutney with Assisi pepper, created in partnership by chef Carla Pernambuco and the company SoulBrasil; and Nióc, a crunchy, lactose-free cassava snack in very Amazonian flavors – tucupi, assisi pepper, garlic vine and jambu -, by the Manioca brand.

Three lectures were promoted during the fair: “Amazônia em casa Floresta em pé – the challenge is to bring the forest to you”, with the participation of Ana Brito (Asproc), Paulo Reis (Manioca), Laura Motta (Mercado Livre), Floriana Breyer (movement Amazon at home Flowers standing) and Carla Pernambuco (Chef do Carlota); “Science and innovation in the food culture of Vitória Régia and other bioactives from the Amazon”, with Dulce Oliveira (Deveras Amazônia); and “What do your choices nourish? How do they drive an innovative, prosperous Amazon that brings solutions for a more sustainable world?”, with Artur Coimbra (Na'kau), Sandra Amud (Assoab), Sarah Sampaio (Amazônia Agroflorestal), Ramon Morato (Instituto Piagaçu) and mediation by Louise Lauschner (Idesam and Inatú Amazônia).

Results and perspectives

4,627 products were sold, totaling R$ 137,854.20. But the expected results transcend these achievements, as Naturaltech is also focused on retailers. The movement is already in talks with spaces, fairs and markets that are interested in having a space dedicated to Amazonian brands.

“Participating in Naturaltech was an unprecedented moment in the journey of the Amazon at home Forest standing. We were able to combine our physical sales and online sales strategies. It was the first moment that we were able to bring together our entire portfolio of Amazonian brands with their representatives and products, offering a showcase of innovation and impact to the market. It was a moment that brought together integration among the members, visibility to the market, an environment for sales to the final consumer and commercial contacts on a larger scale", evaluates Floriana Breyer, manager of partnerships at the Amazon at home Forest in Foot.

Guilherme Faleiros, coordinator of the market access program by AMAZ and Idesam, highlights the public's notorious interest in consuming, more and more, products with a purpose: “During Naturaltech, the movement's brands were able to tell their stories, while at the same time that the public realized that the Amazon has greater value potential when standing. It is these allies that we seek to sensitize with the movement Amazon at home Forest standing.”

 Paulo Reis, one of the organizers of the movement's participation in NaturalTech and entrepreneur of Manioca and Amazonique, believes that, given the importance of Naturaltech, opening space for the participation of the Amazon is to put the region on the map of consumers and retailers: “The answer was immediate response: we had wonderful feedback from customers, who tried the products out of curiosity or for the cause, and were delighted with the taste and quality of our products”.

about the movement

Created in 2020, the movement Amazon in Casa Floresta in Foot It is coordinated by Idesam (Institute for the Conservation and Sustainable Development of the Amazon), by AMAZ Acceladora de Impacto and by Climate Ventures, and its purpose is to unlock market access for producers of Amazonian sociobiodiversity.

Its supporters are Mercado Livre, the largest e-commerce platform in Latin America, Fundo Vale, GIZ, CLUA, Instituto humanize and Instituto Clima e Sociedade.

The initiative seeks to bring together strategic actors and act collaboratively to overcome bottlenecks and increase sales and market access for these ventures to innovative and interesting forms of marketing.

In this video you can feel a little of the atmosphere of participation in Naturaltech:

Photo: Gabriela Souza/AMAZ

Entrepreneurs accelerated by AMAZ were in Apuí, Amazonas, at the end of June, to learn about the work carried out with family farmers in the production of Café Apuí Agroflorestal.

The objective was to promote an immersion in the local reality, addressing peculiar aspects of agroforestry production, the relationship with farmers, as well as proven methodologies of ATER (Technical Assistance and Rural Extension) in the Amazon, logistics, productive flow and measurement of impacts generated.

The immersion was planned to meet the needs of three of the six businesses accelerated this year by AMAZ: INOCAS, Floresta S/A and Mahta. In addition to the entrepreneurs, members of the AMAZ and Idesam team were present, responsible for the coffee production chain and for Amazônia Agroflorestal, a company created to facilitate the commercialization of socio-bidiversity products.

“The objective of this activity was to bring together businesses that are related to agroforestry production and contact with small producers, in addition to contractual issues involving this universe as well. Café Apuí Agroflorestal is a successful case that we were able to present to them, in loco, from the Idesam network. This exchange will certainly yield interesting fruits and partnerships. Not only were they able to learn from the coffee experience, but they also shared their experiences with other cultures and regions, in different processes, but which keep some similarities,” analyzes Gabriela Souza, investment analyst at AMAZ.

Jânio Rosa, from INOCAS, considers that the exchanges carried out during the immersion were very good: “We were able to get to know the Agroforestry System they have here in Apuí, the issue of intercropping coffee with other crops. INOCAS intends to introduce, along with macaúba, other cultures as well. So this experience was very important for us. Having contact with farmers, seeing how the articulation with them works, the strategies adopted. There is also the issue of extracting the oils developed here, technical assistance, in short, a fantastic exchange, where we could see very closely the specifics of the Amazon biome.”

Edgard Calfat, from Mahta, visited an Agroforestry System for the first time, and said he was eager to see how it worked. “It is really a very dense forest, almost an imitation of the forest, none of that clean field of production in rows. As they presented more details of coffee production, we were also drawing our parallel of difficulties, challenges and ideas. know the process in loco and being immersed in the reality of what happens here – here in Apuí, and also in the Amazon – was quite intense. And talking to the producers, understanding how the relationship with them is, is also important for us. "

Marina Yasbeck, specialist at the Café Apuí Strategic Initiative (Idesam), who accompanied the immersion, highlights the richness of the exchange and how much this contact can contribute to the development of the business accelerated by AMAZ: “We are a little more advanced in the implementation and application of methodologies, of ATER, affecting all links in the production chain. These are things that these businesses are in the process of implementing, so this exchange makes sense, it will be useful for them. A lot of what we do here can be applicable to their grassroots as well.”