Urucum de paranacity:

uma análise do reconhecimento de indicação geográfica e sua contribuição para a qualidade do colorau brasileiro

Abstract

The article analyzes the recognition process of the Geographical Indication of Origin (Indicação de Procedência) “Paranacity” for annatto (Bixa orellana L.) in Northwestern Paraná, highlighting its economic, territorial, and sociocultural relevance within the context of quality schemes linked to geographical origin in Brazil. The objective was to understand how the FAO’s Virtuous Circle tools and the Sebrae Methodology can be used to carry out a post-registration analysis of the “Paranacity” Indication of Origin for annatto. Methodologically, the study adopted a qualitative approach, combining interpretative and structured documentary analysis with field interviews and observation involving producers associated with the Paranacity Annatto Producers’ Association. The analysis was simultaneously guided by the Virtuous Circle of Quality Linked to Geographical Origin model, developed by the Food and Agriculture Organization of the United Nations, and by the Geographical Indication Potential Diagnostic Methodology of the Brazilian Micro and Small Business Support Service (Sebrae), which made it possible to cross-check dimensions related to product, territory, value chain, governance, and future vision. The results showed that Paranacity annatto presents proven differentiation (bixin content above 5%, natural drying, and regional recognition as “red gold”), supported by a structured collective organization and public policies for promotion. It is concluded that the Geographical Indication has functioned as an instrument for sustainable territorial development, while at the same time institutionalizing traditional practices, increasing producers’ remuneration, and strengthening local cultural identity, even though there remains a need to expand economic data and commercial promotion strategies.