CREATIVE OUTLET

In the Old Chico basin, the creativity industry found fertile ground. We have selected six initiatives that generate income and boost the local economy, embracing uniqueness and sustainability.

What is the creative economy? The concept has a father, the English writer and researcher John Howkins, author of the book “The Creative Economy: How People Make Money From Ideas”, published in 2001. In Brazil, the book was released under the title “Creative Economy: How to Make Money with Creative Ideas”. As the term itself indicates, it is the combination of creativity with social capital to develop unique products that are difficult to be imitated by another person or organization.

According to the Federation of Industries of the State of Rio de Janeiro (Firjan), the creativity industry generated 171 billion reais and employed 837,000 workers in 2017. In 2012, the potential of this market caught the attention of the government, leading to the creation of the Creative Economy Secretariat, linked to the Ministry of Culture. In the São Francisco basin, thanks to its immense cultural heritage, this trend found fertile ground, yielding a wide diversity of businesses based on contemporary values such as uniqueness and sustainability.

A Touch of Honey

In Brotas de Macaúba, a city located in the Chapada Diamantina region of Bahia, a group of 14 female farmers have turned honey into raw material for cosmetic production. After a training course promoted by the Association of Beekeepers of the Vale do Riacho Grande, they created the brand “A Touch of Honey,” with six products made from honey, propolis, and beeswax: shampoo, conditioner, moisturizer, liquid soap, healing ointment, and bar soap.

“In the future, we intend to add royal jelly and extract from some herbs and medicinal plants,” commented Rosana Mendes dos Santos. According to her, the brand has been helping to raise awareness of the importance of bees to the environment, which suffer from constant burnings and abusive use of chemicals in plantations.

Learn more: @um_toque_de_mell

Association Aroeira

In 2011, in Piaçabuçu, Alagoas, at the mouth of the São Francisco River, the Association Aroeira was born, focused on sustainable agro-extraction. Today, there are already 45 families engaged in creating products that value local fruits, especially pink pepper. “They no longer see us as poor people who pick fruits in the woods to survive,” said Rita Paula dos Santos Ferreira, administrative and financial director of Aroeira.

In addition to pink pepper, the local cuisine includes araçá-do-mato, guajiru, jamelão, yellow plum, mangaba, maçaranduba, and tamarind. The blue jenipapo cake served with pink pepper stands out. “We do what others haven’t done, such as the cambui coconut candy,” emphasized Rita. They also have jelly, cachaça (a Brazilian spirit), ice cream, popsicles, and juice.

By commercializing what they produce, the members generate income and reach conventional, solidarity, and gourmet markets. A little over a year and a half ago, the Eco-Agro-Extractive Cooperative Aroeira of Piaçabuçu (Coopearp) was created to facilitate the commercialization of these delicacies.

Learn more: @ass.aroeira

Group Matizes Dumont

The inspiration for the embroidery of the Group Matizes Dumont, born and raised in Pirapora, Minas Gerais, comes from the Old Chico river. For over 36 years, they have been lending new creative possibilities to the ancient art of embroidery. One of their innovations is the use of embroidery to illustrate books, already employed by renowned authors such as Rubem Alves, Jorge Amado, and Marina Colasanti.

Formed by five members of the same family, Matizes Dumont became known for free embroidery, which breaks away from the original technique’s patterns. “My mother taught us, and we taught our daughters and nieces. Today, three generations are embroidering,” said Sávia Dumont, daughter of a mother embroiderer and a father storyteller.

Weaving futures, Matizes Dumont founded the Cultural Promotion Institute Antônia Diniz Dumont (Icad), contributing to generating income and socio-productive inclusion in the community. More than 200 women have been trained by Icad, which provides them with all the infrastructure they need to embroider at their headquarters in Pirapora. Dresses, pillows, bed sheets, bath towels, and other pieces are produced by Icad.

Learn more: @matizesdumontbordados and @icadbordados

Coopercuc

“We are the only cooperative in Brazil that works with the processing of in natura umbu and passion fruit from the caatinga,” emphasized Dailson Andrade, private market manager of the Cooperativa Agropecuária Familiar de Canudos, Uauá e Curaçá (Coopercuc).

There’s even beer made from these fruits, as well as liqueurs, cachaça, sweets, and juice pulps. Other local fruits are also used in production, such as guava, acerola, and mango. Currently, there are 283 family agriculture base members who earn or increase their income with these productions.

This story began in 2004, from the dream of family farmers in these three municipalities in the semi-arid region of Bahia, in the Sertão do São Francisco Territory.

In their business model, women are a priority and represent 70% of the team. Youth leadership is also a differential, as well as their commitment to sustainability.

“We are currently implementing a strategy to open distribution centers throughout Brazil. Currently, we have two distribution centers in São Paulo, one in Brasília, one in Salvador, and we are opening another one in Juazeiro city,” explained Dailson.

Learn more: @coopercuc_gravetero

Good Cakes Delmiro

“We are a young company, but we have always had social awareness. We encourage local producers, separate our waste, collaborate with recyclable collectors, do actions for needy communities, and practice fair prices,” said Dioneia Rayane Nunes, from Bom Bolo Delmiro, in Delmiro Gouveia, Alagoas.

The company, founded in October 2018, passed into Dioneia’s hands in May 2019. Among their productions, artisanal cakes made from local inputs, such as cassava and corn, purchased from family agriculture producers in the municipality, stand out.

“My husband and I started with two employees. Today, we have seven and our production has increased by 50% since we opened the store,” she celebrated. She said that without experience at the beginning of the endeavor, she sought training at Sebrae to enter the market more prepared.

Learn more: @bombolodelmiro

Sabarabuçu

From the desire to do something that would surprise people in flavor and quality, Sabarabuçu - Produtos de Jabuticaba was born. The brand, launched in 2008, reveals its place of origin in its name and is named after Estrada Real.

Liqueur, aguardiente, cachaça, craft beer. All made from jabuticaba, aptly named black gold in Sabará and considered the intangible heritage of the municipality. There are also different sauces made from the fruit: spicy, smoked, with mustard, coffee, garlic. There’s even a teriyaki version. Not to mention the jams with red onion, pepper, and bacon! And all of the traditional cut sweets.

Meire Ribeiro, co-owner of Sabarabuçu, says the company has an average annual growth of 10% and that number is expected to increase. “We are planning to create our agribusiness. With it, we believe we will increase production by more than 50%. Currently, we work with a production capacity of 30 tons of jabuticaba per year, and our focus in 2023 is to increase that number to 70 to 100 tons per year.

The company is family-owned, has a partnership with local producers, raises awareness about environmental care, and launched its e-commerce during the pandemic.

Learn more: @sabarabucu

By Arthur de Viveiros

Photos: Tiago Rodrigues

Illustration: Albino Papa