Every time I visit the communities where the critically endangered cotton-top tamarin still survives, I am reminded of something very important: conservation is not only about protecting forests—it is also about investing in people. When families have sustainable sources of income, the pressure on forests decreases. Activities such as illegal logging, capturing cotton-top tamarins for sale in the pet trade, and extracting forest resources become less necessary when communities have economic opportunities that allow them to thrive while living alongside wildlife. That is why, for Proyecto Tití, strengthening local economies has always been an essential conservation strategy.
In 2024, Proyecto Tití launched a business development initiative in the community of Hobo. Through this program, we supported 20 local businesses with seed funding, training in finance and marketing, customer service, leadership skills, and year-long mentorship. But this initiative was about much more than building businesses – it was about creating opportunities that strengthen both communities and conservation. Each participant became a Tití Guardian—part of a community committed to protecting the critically endangered cotton-top tamarin and the forests these remarkable primates call home. Because cotton-top tamarins are found only in Colombia, communities take great pride in protecting this unique species that represents an important part of their natural heritage. Together, they embraced the understanding that conserving forests, protecting cotton-top tamarins, and strengthening community well-being are all deeply connected.
I want to share the story of one extraordinary entrepreneur: Anelvis Viloria Acosta. Before joining the program, Anelvis operated a small business selling basic household goods. But through the trainings, she began to see her business differently. She learned how important it was to better understand her customers and identify opportunities within her local market. With that new perspective, she diversified her products, adding new items based on the needs of her community and expanding into areas where there had previously been limited options. One of the most valuable lessons for Anelvis was the importance of customer service. She learned how to listen more carefully, build trust, and create lasting relationships with her customers.
She also strengthened her ability to analyze the market—understanding which products sold best, which generated stronger profits, and where there were gaps she could fill. At one point, similar businesses began appearing in the community, and naturally, Anelvis worried about the competition. But instead of seeing it as a threat, she applied what she had learned. She adjusted her product offerings, continued diversifying, and focused on providing excellent customer care. Her ability to adapt allowed her business not only to survive, but to grow into one of the strongest enterprises in the group.
As her income increased, Anelvis made another important decision: she reinvested in her business. Rather than immediately spending her profits, she used part of her earnings to expand her inventory and strengthen the long-term stability of her family’s future. But what moves me most is that Anelvis now sees her business as something much larger than a source of income. She understands that her entrepreneurship is directly connected to protecting the cotton-top tamarin and the forests that sustain life in her community.
This is the heart of conservation.
When we invest in local economies, we also invest in forests. Every successful business represents a family with greater opportunities, less dependence on extracting forest resources, and more reasons to protect the environment around them. This is what it means to be a community that is a friend to the cotton-top tamarin—a community that understands that cotton- are respected and allowed to remain wild and free in their forest home. What I especially love about Anelvis’s story is how she has transformed her business into a place for environmental education. She shares that whenever she talks with customers, she also speaks about the importance of keeping cotton-top tamarins wild and protecting the forests they depend upon.
Her customers leave not only with products, but also with a deeper understanding of this unique species and why it matters. In this way, her business has become more than an economic opportunity—it has become a space for awareness, inspiration, and conservation. As Anelvis strengthens her family’s future, she is also helping build a community that is more conscious, more connected, and more committed to biodiversity. It is truly a win-win situation, where entrepreneurship grows alongside conservation. Today, Anelvis and the other entrepreneurs continue to express gratitude to the cotton-top tamarin. They recognize that these opportunities arrived because of conservation efforts and because the forests surrounding their communities still exist. And that is why I always say: conserving a species is also about transforming lives.