Amazonian Purple Gold: sociecological implications of the growth of international consumption of açaí (Euterpe oleracea) to Amazonia

The rapid mystification of açaí as a super food, especially in American and European markets, has created a demand for this plant as never seen before. Predictably, little attention has been given to the effects that such an economic boom could have on those who depend on the palm for their primary sustenance. Açai sustainability appears to be based mainly on harvest practices that take advantage of the palm's great adaptability to different environments, as well as reproductive peculiarities. However, other aspects of what many have been called the açaization of the Amazon need be considered. Diminishing biodiversity due to expansion of acai groves, diminished access of low-income Amazonian people to açaí as food, and the control of its production and distribution by big capital industries are among the outcomes expected from the new Amazonian miracle green age.