The company says cupuaçu, a cousin to the cocao tree, has been dubbed a "pharmacy in a fruit". Finding the next obscure fruit with a high nutrient profile is big business in the functional fruit industry as originality, combined with taste attributes, scores high points with consumers. From pomegranate to mangosteen, the market has seen an onslought of such fruits in recent years. While some pass through as quickly as they became popular, others appear to be here to stay, such as fellow Amazonian fruit, açaí. Mintel's Global New Products Database placed super fruits among the top ten trends for 2007, citing the fruits as a functional food category that is here to stay. Earthfruits - which already sells açaí, acerola and camu camu - also appeals to the speciality consumer desire for products derived sustainably. The company partners with local co-ops to obtain wild-harvested fruit from deep within the Amazon rainforest. "Because of our location in Para, Brazil and the relationship we have with the residents of the area, we are able to not only bring rare fruits like cupuaçu to the US but also provide a sustainable income for the people living in the Rainforest," said Earthfruits general manager Kevin Busby. Earthfruits claims to be one of the world's largest exporters of Brazilian exotic fruits and the primary exporter of cupuaçu. It says it is the only company that harvests, processess and exports cupuaçu in both a powder and frozen puree form.