Baru Baron is a Canadian, Toronto-based company focused on introducing and raising awareness of baru seeds and related products into Canada.
It was founded in 2016 by Shand Santos, a Brazilian immigrant from Midwestern Brazil. After moving to Canada, Santos thought important to share with the world what his home had to offer.
“Baru Baron” was conceived as a tongue-in-cheek name for a company that, in fact, depends on a network of co-ops, and on the preservation of natural resources for its success. The company is anti-GMOs and anti-monoculture, as these practices are clearly destructive in Midwestern Brazil.
The area is home to the South American Cerrado, but also currently harbours the widest social gap in South America and the largest rate of deforestation in the continent. Once half the size of Europe, the Cerrado has been reduced to a quarter of its original size, despite its importance. It cannot be allowed to collapse, as the Amazon rainforest depends on their shared water cycle.
Baru Baron aims to counteract this threat with the global awareness of the Cerrado’s biodiversity and importance, starting with its crown jewel: the delicious, nutritious, and sustainable baru seed.