Objectives
The Amazon Friendly initiative encompasses a set of three objectives, as follows:
a. Sustainable Development
To provide guidelines for companies located in the Amazon region that promote the principles of sustainable development and fair trade.
The focus here is to encourage the growth of industries that provide a means of economic growth for the locals in the region whilst concurrently ensuring the protection of the forest through the sustainable management of its resources. These guidelines were created through discussions with concerned groups and individuals as to how the Amazonian resource is most appropriately managed and allocated.
b. Creating Market Awareness
To increase the awareness among consumers worldwide for the importance of sustainable and fair trade practices in the Amazon, which in turn will drive the demand for produces sourced in this manner.
Since the Amazon is known to be a sensitive area, buying products from this region is likely to be a concern to consumers. The Amazon Friendly brand therefore provides suppliers with a means of guaranteeing that their products have been sourced in a sustainable manner and that they adhere to the principles of fair trade, whilst simultaneously increasing the awareness and demand for such practices.
c. Support of Social and Environmental Projects
To present an opportunity to companies and individuals worldwide to actively support and directly contribute to social and environmental projects in the Amazon region.
The aim here is to create a channel through which resources can be directed to specific projects in the Amazon. The projects that are supported are picked according to criteria that evaluate the benefits and outcomes of the projects. The resources can be in many forms, from funds raised through donations or through a licensing fee, to direct hands-on support. The current project being supported by the Amazon Friendly initiative is the ACAIMU school project.