The project aims to safeguard traditional ornamental fisheries in the Amazon in a sustainable way by stimulating a niche market. Through a socially and environmentally responsible fishery cooperative and traders, the initiative introduces a fair trade system for rural communities. A cooperative will supply tropical fish hobbyists with Amazon fish that carry a green label which indicates that the fish was sourced in a socially and environmentally responsible manner. It will also include a geographic origin indication. This promotes an international ‘green’ ornamental fish industry and the conservation of the Amazon. Eco-Amazon, together with the cooperative, not only explores greater varieties of target species to meet the market demand but also reduces fishing pressure on traditional species.  

The project initially targets the Asian market but aims to expand to the worldwide fish market.