Much of the destruction of the Brazilian Amazon is caused by over-exploitation for livelihoods. Instituto Juruá identifies profitable, culturally important species in the Amazon whose conservation creates outsize environmental impact. They then organize communities to create large, protected areas anchored by the effective management of those species. Their model is backed by several peer-reviewed studies that show a 4X population increase of protected species over ten years. They aim to create a viable market for these species, starting with the arapaima fish (which has a huge market - and is itself huge!). If it works for arapaima, their model is highly relevant for other products with high social and environmental value.