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Amazon program at home, Floresta em pé invites consumers to discover sustainable products from biodiversity 

Photo: Nareeta Martin/Unsplash

In celebration of the Amazon Day, September 5, the Amazônia em Casa, Floresta em Pé Program promotes, as in the last two years, activities to promote and encourage the consumption of sustainable products from Amazonian sociobiodiversity. 

Throughout the month of September, consumers will be able to easily discover and buy products that help keep the forest standing and generate income and work for the Amazonians. 

The month of September starts with the campaign Biomes at a click, prepared by Mercado Livre and of which the program is a part. The Amazon, together with the Caatinga, Cerrado and Atlantic Forest biomes, are part of the campaign, which is made up of 80 brands and around 900 sustainable items. 

“By strengthening the commercial strategy and giving visibility to these businesses, we contribute to generating income and conserving the sociobiodiversity of these biomes”, says Laura Motta, Senior Sustainability Manager at Mercado Livre. “We want to combine the knowledge of the forest, which generates wealth and environmental protection, with the knowledge of the Free Market in marketing and logistics to boost the positive impacts of these entrepreneurs, often unknown to most Brazilians.”

Mariano Cenamo, director of new business at Idesam and CEO of the impact accelerator AMAZ, highlights that “the Amazônia em Casa, Floresta em Pé program and Mercado Livre, since 2020, have been leading efforts to open new markets for Amazon business, facing logistical challenges and access to unique markets in the region. And this movement now extends to other biomes by the Free Market.”

In all, 27 brands in the program participate in the activities in September, offering their products to consumers throughout Brazil. In addition to the presence at the Mercado Livre store, influencers will be activated throughout the month to expand publicity about the brands and their positive impacts.

The brands offer jellies, tucupis, chocolates, peppers, oils, butter, jambu cachaça, candles, biocosmetics such as shampoo, conditioner, soap, among others. 

Products can also be purchased at Instituto Chão, in the city of São Paulo, where tastings will be held on September 3rd and 10th and discounts are offered throughout the month.

“In the month of the Amazon, we join all efforts, we as entrepreneurs, the free market and shopkeepers, to bring the best of the biomes and the standing forest to the home of Brazilian consumers. Valuing biodiversity can be, above all, delicious and innovative based on the incredible products we have today”, highlights Paulo Reis, partner at Manioca.

About the Amazon at Home, Floresta em Pé Program

Created in 2020, the market access program Amazon in Casa Floresta in Foot It is coordinated by the Institute for Conservation and Sustainable Development of the Amazon (Idesam), by AMAZ Acceleradora de Impacto and by Climate Ventures and aims 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 May, a practical training program began with the 34 projects selected in the most recent edition of the initiative's business call, held between March and April of this year. The journey offers practical classes, individual mentoring and face-to-face meetings, in addition to having provided participation in NaturalTech 2022, the largest natural products fair in Latin America.

Today, 34 brands are part of the movement.