Ecoflora, a pioneer Colombian company, has managed to unlock the commercial use of the native South American tree of Jagua (Genipa americana). Processed from the Jagua fruit, Jagua Blue is the world's first stable natural blue colourant. Ecoflora has partnered with P4F in a project that stimulated forest conservation through agreements with smallholder farmers and payment for ecosystem services (PES) with the purpose of increasing the jagua supply while generating revenues. As a result of the project, Ecoflora secured over 4,000 hectares of land under improved sustainable use, directly benefiting over 100 farmers in San Luis region, a highly-diverse region that ranks and a deforestation hotspot in Colombia.

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