Instituto Juruá evolved from Projeto Médio Juruá (PMJ), an applied research project that began activities along the Juruá River in 2007. Over this period, we have developed a strong partnership with rural communities, local associations and local government, creating a strong network of relationships and social capital in the region. The Médio Juruá region has always been a great inspiration to us through positive examples of community-based natural resource management initiatives, such as pirarucu fishery management or the protection of nesting beaches for freshwater turtles. These activities have generated clear conservation benefits, while at the same time improving the quality of life for the local people. Instituto Juruá will scale-up existing community initiatives to showcase to the world these powerful examples where rural communities play the central role in biodiversity conservation and rural development.