This work is based on reflections about the process of globalization of açaí berry and its reflections in the Brazilian Amazon. The açaí is a base food of diet for riverside amazon population, which has a strong identity character, and that happened to be consumed outside the Amazon region with intense changes throughout its production chain. Given this scenario, the main objective of this paper is to analyze the changes in the forms of sale and consumption of acai in the Metropolitan Region of Belém (PA/Brazil), and its relation with place identity of açaí's consumers. The Metropolitan Region of Belém covers Belém, capital of Pará, Brazilian state with major production, circulation and consume of açai. This city has the highest rate of consumption of açaí in the state, where it is possible observing traditional and modern patterns in the açaí berry consuption interacting with each other in the daily life.

The research was conducted by the following specific questions: a) what changes have occurred over the past two decades in the dynamics of the consumption of açaí in Belém? b) what elements of tradition and modernity make up the consumption of the açaí berry nowadays? c) what are the implications of changes in the dynamics of the consumption of acai for the formation of place identity in consumers of acai in Belém? Theoretically, research articulates the definition of place identity Abe-Lima (2012) with the elaborations of Henri Lefebvre (1991) about everyday life in the modern world, and with economic circuits's theory (Milton Santos, 2008). Methodologically, a multimethod strategy was used, involving documentary research, a panel of experts, observations based in urban ethnography and semi-open interviews. In addition to the interview scripts were used field diaries and photographs. The data set is being submitted to the technique of thematic content analysis, with possible support from QDA Miner software.

Results related to the globalization of açaí indicates its inception in the mid -1990s as a result of the interaction between the internal scenario diversification of exploitation of Amazonian natural resources and global scenario of expansion of coping with human-environmental problems. The main changes in the dynamics of consumption of açai are referring to the steep rise of the academic and scientific interest in the subject, the volume of production and export, control and regulation of the production and sale conditions. On the elements of tradition and modernity, the data shows that the latter is evident in the prevalence of household consumption, preference for shopping in places near the residence and combinations traditionally established. Modernity elements are expressed in improving the hygiene and cleanliness of production and sale, home delivery service and offer service immediate consumption such as restaurants, as well as the diversification of combinations of açaí with others products.

To date, 32 consumers of açaí over 18 and resident in Metropolitan Region of Belém, recruited through snowball chain type were interviewed. At the end of the collection, it is expected that the data set triggers analyzes and discussions that contribute to the understanding of little-known aspects of everyday life of many consumers acai hitherto and therefore rarely considered in planning actions and determinations that are of their direct interest.