Every hour, the Amazon loses a green area the size of 20 football fields. According to data from the National Institute of Space Research (INPE), this was the rate of deforestation recorded in May in the federal Conservation Units, which are protected by law.

To reinforce the importance of national biodiversity and the sustainable development of the Amazon, Natura today released, Environment Day, unpublished data from the Natura Amazonia Forest Conservation Program.

As part of an active network in the region, Natura contributes to the conservation of 1.8 million hectares in the Amazon, an area equivalent to 12 times the size of São Paulo city. The data is a result of methodology reformulation that calculates the total area conserved, before 257 thousand hectares. This number comprised the area of action with the socio-biodiversity chains of direct relationship with Natura for the purchase of inputs. Now, it also incorporates other areas where Natura develops initiatives that have a positive impact on conservation. The data source started to use updated information updated by the Prodes-INPE project that performs the satellite mapping of deforestation in the Legal Amazon.

This conservation work is carried out in partnership with non-governmental and governmental organizations – in particular the management bodies the company operates in partnership with Conservation Units for Sustainable Use, such as SEMA-AP (State Secretariat for the Environment of Amapá), ICMBio ( Chico Mendes Institute for Biodiversity Conservation), SEMAS-AM (State Secretariat for the Environment of Amazonas) – in addition to the agroextractivist communities and social organizations of the region.

“We believe that a beauty brand must do everything to make the world more beautiful and this involves the effort to make a forest bigger, not smaller,” Andrea Alvares, vice president of Marketing, Innovation and Sustainability at Natura.

The company develops businesses that generate and share value with a network of 5,600 families from supplier communities, contributing to the development of sustainable and inclusive economic alternatives in the region. They are 81% of the Amazon region – of communities in Amapá, Amazonas, Maranhão, Mato Grosso, Pará and Rondônia (see map).

From the access to the genetic heritage and the traditional knowledge of the communities, the company purchases inputs, divides benefits and reverses a percentage of the sale of products with ingredients of Brazilian biodiversity in support of initiatives that generate social and environmental impacts.

In all, there are more than 90 benefit-sharing contracts. In 2018, Natura invested R $ 18.7 million in environmental conservation projects, such as education support actions, infrastructure of beneficiation units, institutional strengthening, among others. The company also supports education in the field and in the forest, the articulation of territorial networks – such as the Juruá Medium Territory and the Jirau Agroecology Network in Lower Tocantins – and community entrepreneurship.

Through the Insetting Carbon project, first in the country, company remunerates small farmers of the community Reca – Economic Consortium Consorciado and Adensado by the service of environmental conservation, stimulating them to keep the Amazon conserved.

The Dendê project, of palm cultivation in an agroforestry model, combines the cultivation of the plant with other crops, such as cacao, açaí and andiroba.

And, as a way to guarantee ethical and fair trade, the chain of socio-biodiversity undergoes annual audits and meets criteria of Ethical BioTrade, which includes the traceability of all the guaranteed inputs in the communities. This commitment has brought to Natura the international certification of UEBT (Union for Ethical BioTrade) for the products of the Ekos line. The seal attests to the sustainability of the supply chain of all natural ingredients of the line, reinforcing the commitment to fair trade, biodiversity conservation and social development, stemming from trust relationships with suppliers.