In an unprecedented action, Natura brings the wealth of the Amazon to the cover of Forbes Brasil

The Brazilian Amazon is valued at more than US$300 billion

“Did you know that a Brazilian woman 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 and the Forbes Brazil, launched 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 initiative takes place at a time when Natura reinforces its commitment to a business model based on socio-bioeconomy as it turns 55 years old. The back cover invites you to an internal text that lists the company’s innovation and technology efforts and initiatives to ensure that conservation and prosperity go hand in hand. One example is the tukumã bioactive, a fruit that did not have its full potential utilized by industries, including cosmetics, and today is seen as a source of prosperity and empowerment for local families.

“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 income generation for more than 10 thousand families”, he states Tatiana Ponce, CMO and head of global innovation at Natura.

Text included in the special edition of Forbes Brasil

Another successful example of this model is the ucuuba case. Before its cosmetic use, the tree’s value was barely recognized. The species was on the verge of extinction, felled to produce broomsticks, a product with low added value. In partnership with researchers, Natura found that the annual harvest of a preserved tree produced three times more income than logging. While cutting down the tree only happens once, seed extraction can be done for at least 10 years.

“For us, at Africa Creative, it is an incredible achievement to be able to show on the Cover of Forbes Billionaires of the Year how much the standing Amazon is worth. We all already know the importance of the Amazon for the planet, but it is essential to talk about the monetary value of when it is conserved. And no one better than Natura, which is celebrating 55 years and has dedicated a large part of its journey to caring for, preserving and valuing the Amazon, to do this”?, he highlights Joanna Monteiro, she is co-CCO of Africa Creative.

According to Carolina Wehba, commercial head at Forbes Brazil, ESG agendas have always been inseparable from Forbes Brasil’s business, technology and behavior coverage. “In this sense, enabling, in partnership with the Africa agency and Natura, such an important project, only reinforces our vocation of connecting, in an unprecedented way, customers and partners to the public of our channels with innovative ways of preserving our planet”.

Special back cover in the Forbes Brasil edition