Natura Brasil Creating a regenerative economy in the amazon forest

Natura has helped conserve 2 million hectares of rainforest

A key element of Natura’s business model is the concept of the ‘standing forest’ economy. In simple terms, this means that a tree has much more economic value standing up than being cut down. This philosophy has preserved over 2 million hectares of the Amazon rainforest, and there is an ambition to increasing this area to 3 million hectares by 2030.

How does the standing forest economy work

One ucuuba tree (virola sebifera), can be cut down to supply timber for broomsticks earning a farmer USD 5.

However, the same tree can be harvested for its red seeds which are rich in fatty acids and provide natural hydrating ingredients.

By harvesting seeds rather than timber, farmers can earn about USD 15 per tree, and the following year, it will still be standing providing another USD 15 harvest.

Putting the concept into practice

Natura uses the Ucuuba seeds for Ekos, one of their skin moisturising product lines.

This arrangement sees tree species saved, ensures food and shelter for local animals, and the local community is incentivised to preserve their trees as a stable source of revenue.

Incorporating natural, innovative ingredients into the development of a new product line can take up to a decade of research. The process combines the intelligence of indigenous Amazonian communities (‘bio-intelligence’) with cutting-edge gene and protein science.

Despite the time and money, Natura continues to invest, recognising that the potential for the Amazon's bioeconomic wealth is invaluable.

An inclusive business model

In 2011, Natura developed an inclusive business model with multiple interconnected aims:

• Leverage traditional community knowledge
• Give a value on renewable rainforest ingredients
• Help conserve the world’s biggest tropical rainforest.

Since 2011, Natura has invested over R$2.1 billion (USD 400 million) in these types of businesses in the region, and in 2014, it became the largest company to receive B-Corp certification.

But as Natura’s Chief Executive João Paulo Ferreira sees it:

“It’s not just about not just about principles or ideals. We’re talking about economic value”.

Focusing on biodiversity is good for the bottom line

In an ever more crowded marketplace, brands that can offer products that match the values of their customers can gain a competitive advantage. In this context, Natura views the biodiversity of Brazil as a source of technological innovation to meet the demand for new nature positive products.

Natura provides customer satisfaction by offering a product that empowers them to support wildlife and habitat conservation.