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Businesses embedded in high-value biodiversity areas face tensions between social, cultural, economic, and political pressures and environmental issues. On the one hand, exploitation of Non-Timber Forest Products (NTFP) offers benefits to people’s livelihood, including income generation, and allows harvest processes that preserve forestry. On the other hand, the commercialisation of NTFP presents potential conflicts due to an imbalanced supply and demand ratio, the risk of monocultural practices and negative ecological implications.

This context unfolds several sustainability paradoxes, where contradictory yet interrelated elements exist simultaneously and persist over time. My research employs a systemic approach to support the identification of the sustainability paradoxes in NTFP’s businesses in the Pan-Amazon. The analyse covers entrepreneurial cases in six Amazonian countries, i.e., Bolivia, Brazil, Colombia, Ecuador, Peru and Venezuela, to shed light on the complexities of managing sociobiodiversity products.