Peruvian farmers stepped up cultivation, hoping to rise out of poverty by selling the crop to drug producers. Attempts to forcibly eradicate Peruvian coca fields failed in their goal and contributed to social upheaval. It is proving successful in generating economic, political and social power for these marginalized regions as well as reducing coca crops. The intent is to go beyond crop substitution and transform the growers into full-fledged entrepreneurs. After building relationships with Peruvian banks and gaining access to capital, growers and their organizations have become owners of 11 plants that process cocoa, coffee beans, palm oil, hearts of palm and tropical juices.
Farmers receive cash for the products they bring to the plants.
They also get immediate buying power through credit cards that reflect their participation in the larger economic world. Over 20,000 families, some in regions that were once totally monopolized by illegal coca growing, are now profiting from participation in processing and marketing operations as well as from their own crops. A variety of premium products have been successfully introduced to niche markets.