‘Did you know that a Brazilian is at the top of the list of billionaires in the world? Keep an eye out for the next issue and find out who she is.’ With this sentence, the Naturein partnership with the agency Africa it’s at Forbes Brasillaunched an unprecedented and exclusive action with a back cover in editions aimed at a selected CLevels mailing list highlighting the US$317 billion in value of natural resources in the Brazilian Amazon.
The belief that economic development and forest conservation are opposing concepts is a widespread idea not only in Brazil, but in various parts of the world. However, studies such as Changes in the Global Value of Ecosystems Service and the World Bank report show exactly the opposite: the Amazon generates more wealth while standing.
The estimated value of the Amazon Forest, according to research, comes from riches such as its biodiversity, which represents no less than 25% of all terrestrial biodiversity; comes from “flying rivers”, essential for agriculture and energy generation; and countless means of subsistence for agroextractivist populations.
“We are very proud of the journey we have taken over these 55 years of history. One of the main milestones in this trajectory is our pioneering in bio-innovation to develop high-performance products that value Amazonian biodiversity. Placing the cover of one of the largest business magazines in the world with the incomparable richness of the Amazon means reaffirming our commitment to regeneration, bioeconomy and local communities, which is evidenced through the conservation of more than 2 million hectares of forest and generating income for more than 10 thousand families”, says Tatiana Ponce, CMO and head of global Innovation at Natura.
With part of its journey dedicated to bioactive research, Natura has already developed 44 bioingredients in an ethical and sustainable way. Among them, the bioactive tukumã, a fruit that had not had its full potential utilized by industries, including cosmetics.
“Today, tukumã is seen as gold, a source of prosperity and empowerment for us and our families”, says one of the workers at the fruit extractive cooperative.
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