Luiz Geraldo de Oliveira Moura

Ashoka Fellow
Fellow Since 2000
Nucleo de Estudos e Pesquisas Aplicadas


This profile was prepared when Luiz Geraldo de Oliveira Moura was elected to the Ashoka Fellowship in 2000.
The New Idea
Moura is using organic agriculture to encourage a more environmentally, economically, and socially sustainable relationship among consumers, producers, and the land they all depend on. This approach goes beyond the organic food cooperative model employed on a small scale around the world. It does not depend solely on the consumer's altruistic willingness to pay more to "eat green," but rather creates incentives for consumers and producers alike. Moura puts supply and demand together in a system that gives farmers advance payment, guaranteeing income throughout the year, and gives the consumer high-quality organic produce at a fixed and affordable price. The plan begins by training small farmers how to use organic farming technology to convert their land quickly and cost-effectively, emphasizing environmental protection, long-term sustainability, and a harmonious relationship with the land. The next step brings consumers closer to producers by educating them about the vulnerability of small farmers who produce for the open market and asking them to put a value on the products they want to see on their table each month. The farmers are offered a guaranteed, fair price for their produce, and also gain technical training to make their farms environmentally sustainable.
The Problem
The Strategy
The Person

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