What is the Project?
MUCH PLEASURE, WE ARE RAÍZES – a social business born with the mission to transform people and places. With a deep commitment to sociobiodiversity, the project designs and implements territorial development as well as social transformation initiatives. It values and promotes the natural and cultural richness of communities by empowering vulnerable groups, reducing social inequalities (SDG 10), fostering gender equity (SDG 5) and encouraging fair, dignified work for all (SDG 8)… Here, entrepreneurship is seen as a powerful tool that fuels autonomous and interdependent action among people while ensuring that every community benefits. The project grew out of a collective dream that used tourism as a vector for developing local potential, and its history is rooted in the spirit of creative entrepreneurship that started over a decade ago.
Main Benefit
The project has delivered outstanding tangible results, including:
- 80 projects completed
- 229,955 people directly impacted
- 198 businesses mentored, incubated, or accelerated
Entrepreneurship and Sociobiodiversity
Opportunities have the power to change lives — and that reality is fully embraced here. Raízes invests in entrepreneurship as a means of emancipation, championing the creative economy and especially focusing on sectors such as tourism, handicrafts, gastronomy, and culture. The organization’s approach highlights the essential role that human relationships and governance play in providing robust, collective solutions. Instead of isolating efforts, challenges are managed together, resulting in deeper, creative alternatives and a resilient community network… Essentially, every entrepreneurial stride taken by the project lays down a firm foundation for sustainable social impact.
Sustainable Tourism and Local Production
Tourism is celebrated not just as a leisure activity but as a dynamic engine of local growth. Emphasizing the distribution of benefits across territories, the project values the natural and cultural heritage found within communities, making tourism a reliable source of sustainable income. This approach extends its benefits to the associated production of handicrafts, agroecology and gastronomy, along with other cultural products. In doing so, tourism transcends the usual definitions and becomes a lifeline for traditional and emerging communities alike… It is a remarkable fusion of nature’s beauty and human creativity that invigorates the local economy.
Community Empowerment and Gender Equity
There is a strong focus on ensuring that all voices are heard and all rights are respected. In light of concerning statistics — such as Brazil ranking fifth in global domestic violence — there is a determined effort to empower women and promote gender equity. Alongside this imperative, the project also places emphasis on cultivating network governance. This approach means challenges are confronted collectively, tasks are shared, and solutions emerge through diverse perspectives, resulting in a more vibrant and inclusive social fabric. The initiative not only nurtures traditional communities but also supports those who seek to preserve their identity and autonomy in the modern world.
Historical Roots and Innovative Evolution
The history of Raízes is itself a testament to the power of a visionary idea. Starting at the Federal University of Minas Gerais (UFMG) and evolving from the creation of a junior company in 2003, the project encapsulated the essence of entrepreneurship while deeply rooting its values in community development. Born in 2006 from the passion of tourism professionals, Raízes quickly extended its reach and evolved into a bona fide social business. By 2008 the concept of social entrepreneurship had been truly embraced, leading to the launch of its very first project in 2009—a milestone that garnered recognition, including the Social Entrepreneur of the Future Award from Folha de S.Paulo. These transitions highlight a journey laden with lessons, courage, and an ongoing commitment to societal betterment.
Project Impact: SDGs
- SDG 5: Promote gender equity and empower all women and girls
- SDG 8: Foster fair and dignified work for all
- SDG 10: Reduce social inequalities
Looking Ahead: Legacy and Future Outlook
With a legacy firmly rooted in deep social and environmental values, Raízes continues to foster change by leveraging the inherent potential of community based tourism and localized innovation. Reflecting on its robust journey, the initiative understands that every step forward reinforces the importance of collective solutions. The integrated focus on sustainability, positive impact, and social business practices serves as a model for communities craving transformation. The future is seen as an ever-evolving tapestry where traditional values meet modern innovation — a space where empowerment, inclusivity, and respect for nature create endless opportunities for a better world… In this way, the project not only honors its past but also paves the way for a dynamic and promising future.
