Conceição de Ibitipoca is located 80Km from Juiz de Fora, in the state of Minas Gerais. The village has a State Park and, in its surroundings, there is the Ibitipoca Private Reserve. The reserve is one of U&M's projects which has already gathered two thousand hectares of  former farms for a bold reforestation and fauna preservation project.

The area shelters a wide  diversity of fauna and flora, including some species which have been threatened with extinction, such as the muriqui or wooly spider monkey, the largest primate in the Americas, as well as the harpya, or harpy eagle, which stands out among the largest birds of prey in the world.

40% of the area has been reforested with native vegetation, but the goal is to see 80% of that area covered with forest again, embracing the mountains and the hazel-colored waterfalls.