Nayah Amazon Products – Sustainable Development is in Good Taste!
Published on June 27, 2014 um 17:08
Summary of your idea
Nayah Amazon Products is a food company business model created for the sustainable development of biodiversity-rich environments such as the Amazon using ethical trade practices. Our proposal focuses on the manufacture of bean-to-bar chocolate and related products at the Region of raw material production. This practice is still rarely used by the chocolate industry, which has most processing plants located in developed countries; as well as cocoa beans sourced from developing countries showing unethical trade. Other than promoting insalubrious working conditions for growers, often using child labor, those practices convert cocoa growing regions into mere raw-material suppliers where any positive impact on the economy is very low when compared to the potential of fully developed products and business concepts. In turn, by processing locally, societal value is delivered to cocoa producers, company employees, consumers, partner companies and institutions. This can be achieved through the introduction of research, education, and cultural and environmentally friendly marketing strategies for the elaboration of value-added and high-quality products. The model promotes the use of unique and exotic ingredients made from various crops of the local biodiversity, which alone can be a strategy for market positioning based on generating interest and curiosity of the local tourist market; the national and international informed consumer markets; while promoting greater food security and extended availability of familiar products to the local consumer. Greater economic growth and wealth distribution is also possible through the valorization of local professionals and work force. This model can be further replicated by other cocoa producing communities which can devise their own business concept and positioning to distinguish themselves in the market place by applying the projects core idea of cocoa processing and final product development at the region of raw material production, showing the world that sustainable development is in good taste!
Expected impact of your idea on sustainable development
Nayah can impact at least one existing cooperative already producing fine cocoa and crops of the Amazon biodiversity, encompassing 5 thousand families among growers and employees; and contribute to the organization of at least another at a mangrove community. The latter currently sells cocoa for prices below the commodity market and could potentially benefit from Protected Designation of Origin (P.D.O) certification due to traditional processing as well as unique geographical characteristics leading to special bean composition. Valorization of the native mangrove cocoa crop further sustainably protects the biome from devastation for palm exploitation. Additionally, product packaging will be supplied from responsible sources. Regarding social value, fair trade certification will be pursued, guaranteeing growers fair working conditions, and that children are at school, empowering the youth. As for women empowerment, the cocoa growers female community will be hired to help with production and packaging, increasing the family income considerably. For market assessment, a facebook page was created, reaching 1800 page likes in a month. (https://www.facebook.com/pages/Produtos-da-Amazônia/749824025067920). A poll carried out with page followers (n = 203) confirmed the business potential in Belém, in the Brazilian Amazon (37%), various States of Brazil (58%), and internationally (5%) - https://produtosdaamazonia.typeform.com/to/Sl7Qmj. A starting production of 7.5 tons of chocolate/year from 5 tons of beans was thus projected based on the limiting small scale processing equipment: the conche. This facility can employ about 20 people and double its size in 5 years, increasing cocoa revenue by approximately 800%. The current cocoa production of Pará State, in the Brazilian Amazon, is 64.000 tons, indicating abundance of supply; and as for competition, Nayah Chocolates are likely to stand out due to unique taste and positioning, which are in accordance with the positive global trend among segmented chocolate consumers for responsible and health-oriented products using exotic super fruits.
Plans for implementation and sustainability
In accordance with this proposal are existing efforts for the improvement of cocoa production chain involving The State Agricultural Secretariat (SAGRI), The Cocoa Growing Supporting Agency (CEPLAC), The Brazilian Service for Enterprise Support (SEBRAE), and financing institutions such as The Brazilian Development Bank (BNDES), and the Amazon Bank (BASA). Furthermore, positive talks are being achieved with growers and Universities such as Universidade Federal do Pará, which can help with cocoa and super fruits research, and with development of high quality finished products. Local designers have worked on product branding, and visual identity, based on Amazon biodiversity and folklore legends for generating local market identification and international curiosity. The brand name and icon, for instance, evoke the legend of the water-lily, one of the greatest symbols of Amazon biodiversity. According to poll results, consumers would like to find products mostly in supermarkets, which require light facility investments, focused on production, and identification of key sellers. Stores identified were Lider, Nazaré, Formosa and Yamada supermarkets in Belém; Carrefour, Pão de Açúcar and Extra nationwide; Wegmans, Whole Foods, Trader Joes, Dean & Deluca and Fairway Market (U.S.A); and Biocoop, La Vie Claire, Nature et Découvert and GRAP (France). Their requirements for carrying products are currently being assessed. Relationship with consumers will be done mainly through social media and participation in showcase events such as the Regional and National Cocoa Festivals in Belém and in Salvador, respectively; The Chocolate Show (New York) and Le Salon du Chocolat (Paris). The creation of a concept store, where visitors can see chocolate production and learn about scientific and cultural aspects of Amazonic biodiversity is also envisioned to serve as additional distribution and relationship channels in the future. Finally, this proposal will also be submitted for University Business Incubators, which can significantly contribute to the start-up process.
Luciana Ferreira Centeno is a Ph.D. in Food Science and Technology by Cornell University (NY, USA), currently working as a Faculty member of The College of Food Engineering at Universidade Federal do Pará (UFPA), in Belém, Brazil, where she achieved her B.S. in Food Engineering, and currently carries Post-Doctoral research. Luciana's passion and scientific interest for chocolate dates from childhood and has allowed her many opportunities related to the cocoa and chocolate industries during internships and through extra curricular activities at the undergraduate and graduate levels, including the co-foundation of CHOCTECH Cornell University Chocolate Club; and being student honoree at International Chocolate Industry Conferences. The Nayah business concept also counts with the drive and valuable experience of idea supporters and team members Silvana Almeida, Leilane Andrade, Juliana Canale and Caroline Pigeat. Silvana Almeida, M.Sc. Food Science and Technology, is currently pursuing her Ph.D. with research focused on cocoa fermentation. Leilane Andrade is B.S. in Food Engineering, currently pursues her Masters degree in Food Science & Technology at UFPA, and has worked with The Group for Cocoa Biotechnology Research conducting specific research on chemical alterations during cocoa fermentation. Juliana Canale holds a B.S. in Food Science with a Biotechnology concentration from Cornell University, has been to Belize with Luciana learning the bean to bar chocolate processing with local farms and companies, and currently works as coffee scientist at Kraft Foods in NY, USA. Caroline Pigeat holds a B.S. in Plant Biology and Agronony and is currently registration manager for Staphyt, France, based at Lyon, having worked in the past few years for Bayer CropScience as registration assistant and as an intern for The United States Department of Agriculture for Plant genetic ressources. Luciana is the eldest of the team (28) and Juliana is the youngest (23).
Stage of Idea
Your idea has a positive impact on
environment, education, health, food security, poverty reduction, sustainable trade, cultural diversity , empowerment of women, youth, other: Sustainable development/growth
Nayah Amazon Products - Sustainable Development is in Good Taste!
Product Prototyping of Nayah Amazon Products Chocolate Bars.
Brazilian team members (Leilane, Silvana and Luciana) reaching out to leaders of the mangrove community (Dona Prazeres and Dona Nena).