OUR STORY.
At Baruvida, we’re on a mission to bring the world a nut no one knows about—but should.
Packed with incredible health benefits for our bodies and the planet, the Baru nut is our answer to balanced, sustainable wellness. Rooted in purpose and driven by passion, it all began when our founder, Jeff, discovered the potential of the Baru tree in South America and knew he had to share it.
From those scrappy early days, we’ve grown into a full-blown movement, making Baruvida the largest Baru nut supplier in Canada, with nearly 100 stores and counting. What started as a bold idea has blossomed into a mission-driven company with Baru at the heart of everything we do—whether as a snack, an ingredient, or a key to something bigger. Powered by the story and the people behind it, we’re here to share the extraordinary benefits of this nut with the world.
When our fearless founder, Jungle Jeff, first set foot in the Cerrado forests, he was struck by the damage caused by deforestation.
But Jeff’s not one to sit back and let a good forest go bad. As a geologist who’s worked all around the world, he’s seen the impact of deforestation up close, and he knew he had to do something about it. Enter: the mighty Baru tree.
While searching for the perfect reforestation project, Jeff stumbled upon this incredible native species—a fire-resistant, water-efficient tree that is basically the superhero of the plant world. He knew he’d found the missing piece to help restore the ecosystem and give the land a fighting chance.
If you’ve ever met Jeff, you’d know his passion for reforestation, soil health, and nature is contagious. He rallied his friends and shared his vision, and before long, they founded a reforestation company in Bolivia, committed to planting and protecting the mighty Baru tree.
Jeff Zelinski
Chris Kerlow
Of course, even jungle discoveries need a plan, right? That’s where Chris steps in.
Inspired by Jeff’s vision, Chris started formulating a strategy to turn the Baru tree into more than just a reforestation project—it would be part of something big. As they sketched out a plan to plant tens of thousands of these trees, they realized there was one huge hurdle: giving the trees enough value so the Indigenous communities wouldn’t cut them down to plant faster-yielding crops. That’s when Baruvida was born.
Elevating these nuts in the international market would make the trees invaluable, preserving the forest and boosting the local economy. And the rest? Well, that’s history.
What 4EverForest Does in Bolivia
With Jeff and Chris at the helm, 4EverForest was born. And it’s not just about nuts—it’s about leading by example and showing how sustainability really works. We started strong by planting 40,000 trees in our first year, and we’re on a mission to bring the Cerrado back to life, one tree at a time.
But 4EverForest has grown into so much more than just planting trees. Sure, we’ve put thousands of trees in the ground, but we’ve also committed ourselves to helping the Indigenous communities of the Chiquitania. We collaborate with local and international organizations to offer education and training on the Baru tree, provide seeds and husks to improve food security, and explore innovative uses for the tree’s by-products—feeding cattle, creating biochar, and even using the husks as cooking fuel.
Today, 4EverForest is a not-for-profit organization dedicated to transforming lives and landscapes. Our work extends beyond reforestation to empowering communities, supporting sustainable agriculture, and even helping companies offset their carbon footprints. Because when it comes to protecting the planet, it’s all about planting the seeds of change—literally and figuratively
The Baru Tree Diaries
Follow Jeff’s Journey to Revive a Forest and Spark a Movement
Introducing The Baru Tree Diaries—a behind-the-scenes look at how Jeff’s passion for reforestation turned into a mission to bring the Cerrado back to life. We’ve documented his adventures, challenges, and discoveries along the way, showing firsthand how one tree (and a little determination) can change everything.
Join us as we take you deep into the heart of the forest and the story behind it all.
Still Changing the World, One Nut at a Time
Today, we’re pushing Baruvida to new heights and expanding our impact beyond the forest. We’ve grown our team, landed on the shelves of national grocery stores across Canada, and are now selling on Amazon in both Canada and the U.S. But that’s just the beginning. We’re expanding faster than ever and are thrilled to see where this special nut will take us next.
With every bag of Baru nuts you enjoy, you’re not just making a healthy choice—you’re part of a movement that’s reforesting land, supporting local farmers, and proving that snacking can do good for both people and the planet.
Meet The Team
Yang Shi
COO
Sarah Lachance
Director of Operations
Nancy Turner
Inside Sales Manager
Rodrigo Jiminez
South America Operations
Alice Granovsky
Brand Ambassador
Cassidy McCord
Marketing Manager
Zach Neilson
Marketing Guru
Phil Cormier
Brand Ambassador
