Sustainable Culture at Jequitinhonha Valley

Client projects

Period and duration

April to December 2015 – 09 months

Client

Universitat de Girona

Universidade Federal dos Vales do Jequitinhonha e Mucuri

Instituto Estadual do Patrimônio Histórico e Artístico de Minas Gerais

ARTESOL

Ministério Público do Estado de Minas Gerais

IABS

Coverage and location

Municipalities of Santana do Araçuai – District of Volantes

Municipality of Jequitinhonha – District of Guaranilândia

Team

Jussara Rocha

The objective of the project Sustainable Culture on Jequitinhonha Valley, at Minas Gerais, was developed to promote environmental, cultural and economic characteristics of the region.

This mobilization happened through the presence of Raízes, which valorised local craftwork. This activity works with the biodiversity of the region using sustainable premises, as it generates labour and income to the producers. Motivated by the demand caused by the craftwork production, we are also observing an increase on touristic routes to those places.

Our role was also designated to integrate people producing craftwork, valorising their territory and natural resources.

The Jequitinhonha Valley is an area with a rich cultural and natural potential. Besides that, it still suffers with the consequences of social poverty and environmental devastation. The Valley has a population of approximately one million people, distributed in more than 75 municipalities. Even with its natural richness and water resources, the sociocultural local diversity is normally neglected and the information provided by the media frequently emphasizes its troubles.

The Project strengthened craftwork in the counties of Jequitinhonha and Ponto dos Volantes. The point here is: increase and innovate the product; introduction of new sustainable raw materials at Guaranilândia; communication with schools of Ponto dos Volantes to perpetuate the legacy of ceramics production, started by Isabel Mendes.

We also promoted: strengthening of the institutional basis on local collective organizations; Management qualification and marketing of products.

Positive impacts

Main results

– Sustainable culture development

– Empowerment of artisans

– Identity re-stablishment and creation of new product and insertion of banana fiber (raw material) in the ARI ARI Association of Guaranilandia – AMOR DE MINAS

– Identity re-stablishment and creation of a new line of ceramic products at the Artisan Association of Santana do Araçuaí – LINE AGUA de Moringas

– Insertion of municipal and state schools through the Culture and Tradition Project in Santana do Araçuaí

– Facebook page for Associations

– More than six months of dissemination in social networks, 19 testimonials of different artisans posted and 53 posts with different content. At the end of the project it was shown that more than 120,000 people were reached

– Organization and institutional strengthening of associations.

– Identification of new dreams and desires, both from the Association and from each artisan

– Strengthening and union of groups.

– Autonomy and interdependence with local partners

– Easy participation – there is space for everyone as long as the rules are fulfilled

– Understanding the importance of the collective

– Increase in the possibility of social and financial sustainability, through the sale of handicrafts as an alternative income

– Reactivation of electricity and water supply; Reopening of the local meeting room; Reactivation of bathrooms; Support on payment of debts; Update of the Statute of the star of a new board of directors and elaboration of the Strategic Action Plan for the Association of Artisans of Guarani Ari Ari.

– Administrative and financial independence of Ari Ari Association.

– Innovation and new learning about the product – design, colors, sizes and utilities.

– Artisans’ pride in creating new products.

– Feeling of overcoming, with the challenge of developing new products.

– Renewal of hope in handicrafts as a source of income.

– Renovation of history, memories and tradition of handicrafts.

– Development of identity and cultural traditions

– Development of traditional knowledge and techniques.

– Dryland Champions Award