Do you know the juçara? This Atlantic Forest tree produces fruit similar to açaí and palm hearts.

During the harvest, which runs from April to August, around 200 producers move the market with the harvest of approximately 200 tons per month, according to the Capixaba Institute of Research, Technical Assistance and Rural Extension (Incaper).

The expectation for this year is a 20% growth in production.

The palm tree, which nearly disappeared from the wild due to the extraction of its heart of palm, now represents a sustainable and profitable alternative for family farmers. With the support of initiatives such as the Juçara-ES Network, coordinated by Incaper, the cultivation of the fruit has been expanding and gaining market share.

The history of juçara in Rio Novo do Sul also involves emotional memory and transformation. Farmer Pedro Bortolotti has been cultivating the plant for over 30 years, after his father started planting it near their home.

"My father would go and collect hearts of palm during Holy Week to feed the family. Every time he went into the forest to collect them. One day, he came to the conclusion that it was no longer viable, so he thought: 'Why not produce closer to home?' That's when he took the seedlings and planted them close to home. The plants began to produce fruit, the birds came closer, ate them, and began to sow," he said.

The idea of using the tree's fruits, in addition to the hearts of palm, came from a young intern on the property.

"He asked why we didn't use the fruit for juice. We had never thought of that. We climbed the plant, harvested it, cleaned it, made the juice, and saw that it was of excellent quality," Bortolotti added.

It was then that the family discovered that the fruit strongly resembled açaí, both in appearance and flavor. This helped the product gain market acceptance.

"At the time, we sold it and said it was açaí, because no one knew about juçara. We sold it on the BR-101, and many truck drivers said it was the 'real açaí,' praising the drink's flavor and vibrant color," recalled the producer.

The juçara production chain has evolved. After the pulp is removed, what's left—mainly the seeds—is also used. Incaper extension agent Justino Marcos Marquezine explains the process of reuse:

• Dried seeds: they acquire a texture similar to hair and can be used as material for bird nests and plant bedding;
• Substrate: the decomposition of the residue becomes the basis for seedling production;
• Feed: the ground material can be used to feed fish, pigs and cattle, thanks to its high content of nutrients such as magnesium;
• Infusion: roasting the seed produces a product that can be consumed as a nutritious drink.

"The juçara chain is now one of the three that generates the most income in the countryside, alongside coffee and bananas. All of this while respecting the environment," Marquezine highlighted.

Producer Drielem Perim Zambe Menegardo went further. She's been investing in juçara ice cream for three months and has seen her business grow rapidly.

She started making two liters a day in her kitchen and bought a machine with an investment of R$23,000. Today, she produces about 400 liters a day and dreams of taking the product outside the state.

"In three months, we sold everything at the municipal fair, managed to sell our entire inventory, make deliveries of 60 liters, and paid for the equipment. We realized that the market wanted this flavor. [...] Juçara has a strong flavor, doesn't need hydrogenated fat or coloring. It's natural and very tasty."

The juçara is considered a keystone species of the Atlantic Forest, essential for biodiversity. Its fruits feed wild birds and mammals such as toucans, agoutis, bellbirds, thrushes, tapirs, and squirrels, which also help with the natural dispersal of seeds throughout the forest.

Furthermore, juçara cultivation in agroforestry systems contributes to soil and water conservation, expanding markets and strengthening family farming.

Despite advances in sustainable production, the juçara palm remains on the list of endangered species. Incaper coordinator Fabiana Gomes Ruas explains that the historical problem is linked to the consumption of palm hearts.

"Since the plant has only one stem, when the heart of palm is removed, the tree is killed. In the past, no one bothered to replant, and this led to a drastic reduction in the species," he explained.

Therefore, the current focus is to preserve and replant, showing producers that it is possible to profit from the fruit without sacrificing the tree.

"When farmers realize the possibilities that juçara offers, whether for food, income, or landscaping, they become partners in conservation," Fabiana emphasized.