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, he decided to introduce baru in this country for the simplest reason: he missed eating it.
“Baru Baron” is 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 Cerrado, a massive savanna once half the size of Europe. It currently holds the widest social gap in South America. For this, Baru Baron deals with foraging communities and small co-ops directly. It ensures fair-trade practices and exposes trading companies posing as large co-ops.
The Cerrado has an important role as a rainfall “sponge” for half of the continent, including the Amazon rainforest. It currently has the largest rate of deforestation on the continent.
Baru Baron aims to counteract this massive threat by bringing global awareness to the Cerrado’s biodiversity and importance, starting with its crown jewel: the delicious, nutritious, and sustainable baru seed.
The more demand, the more trees planted, and the less deforestation. It’s that simple.