From the Forest to the World: Combu chocolate as an Amazonian Communicational and Identity Territory

The central point of this research is to reveal that the consumption of Filha do Combu chocolate is not limited to an economic transaction, but constitutes a strategic communicational practice that materializes Amazonian riverside identities. By inserting elements of sustainability and experiential marketing in its actions, the Filha do Combu brand transforms the simple act of consuming chocolate into a process of attributing meanings, evoking collective memories,
fighting stereotypes and legitimizing local narratives within a globalized market. In this way, Combu chocolate acts as a true activator between the voices of Amazonian subjects and external audiences, promoting differentiated readings of what it means to be Amazonian in the twenty-first century.