The Amazon Friendly initiative was formed by NU Fruits when it began its operations sourcing wild-harvested Amazonian fruit for sale in the international market in 2004. The initiative began as a promise between its shareholders about the way they would, or would not, operate in this region, with a focus on sustainable development, fair trade principles, as well as a desire to give something back to the people of the region in the form of funding and support of local projects.

This idea evolved into the formalisation of objectives and the creation of an Amazon Friendly logo that has enabled the initiative to take form and be applied in the market.