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In the Brazilian Amazon, people traditionally consume açaí pulp natural and with salty meals. Since the 1990s, açaí has been exported with sweeter modes of consumption. The authors consider the role of consumption patterns and mechanisms that guarantee the “quality” to consumers, in the coexistence of different chains in the metropolitan area of Belém (Pará). The way in which processors deal with quality, refers to various characteristics: sanitary, productive (organic), social (fair), taste. Exclusively promoted in short chains but not yet standardized, taste quality is linked to the origin of the fruit, to the gathering, production and transport practices. Global versus short differs in terms of consumer tastes and formal certification schemes versus informal mechanisms based on trust relationships. ‪Their future coexistence depends on the implementation of mechanisms that guarantee the taste quality of the pulp, the diversity of consumers’ tastes and the inclusion of traditional populations in the sector.‪