Protecting biodiversity, stopping deforestation, and restoring natural ecosystems are crucial to addressing our multiple societal and environmental crises — while supporting traditional communities that have historically safeguarded these environments. By leveraging the potential of the bioeconomy — and the influential argument of entrepreneurship in fostering development — an emerging trend focuses on developing enterprises rooted in socio-biodiversity to combine forest conservation and livelihood protection. These enterprises are characterized by robust collectives and encompass diverse activities such as agroforestry, sustainable production of non-timber forest products, traditional crafts, and community-based tourism. Recognizing that this trend features varying perspectives under a shared overarching goal, this research examines how entrepreneurship to support rainforest conservation is being framed by delving into the narratives of socio-bioeconomy enterprises in the Amazon rainforest region. Through ethnographic-informed field research conducted in urban, rural, and forest settings, the study identifies distinct narratives that convey different perspectives and principles guiding these entrepreneurial activities. The dominant narrative aligns with mainstream sustainable growth and market-driven approaches — while counter-narratives emphasize local conviviality, self-sufficiency, and bem viver — seeking to complement rather than oppose the dominant view. By exploring the intricate relationship between empirics and theories related to urgent issues, this paper contributes to emerging research on the intersections between biodiversity and business, shedding light on entrepreneurship from traditional communities’ perspectives.