Encruzilhada do Sul in the Rio Pardo Valley is gaining recognition for its fruit production, with farmers successfully cultivating blackberries, blueberries, apples, and grapes. Orocildo Mendonça, a resident, has found fruit farming an profitable alternative, especially for small properties. The Association of Fruit Growers of Encruzilhada do Sul (Afrutes) plays a crucial role in the commercialization of these fruits and has supported the Becker family's blueberry production, which saw substantial success in its first harvest. Afrutes provides refrigeration storage and assistance in market connection. Founded in 1998, the association has seen growth in both business and family farming, despite challenges due to high investment costs. Carla Goldasz, a rural extension worker, stresses the importance of well-planned investments in fruit farming.