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Biodiversity markets offer considerable promise but are accompanied by controversies. Here, we map the utilization of native species (NS) from Brazil's biodiversity across eleven industrial sectors: foodstuffs, beverages, textiles, clothing, leather, wood, pulp and paper, biofuels, pharmochemicals, rubber and furniture. We show that there exists a diverse range of NS use in industrial products (48%) and activities (73%). These economic activities represent potential annual exports of approximately USD $50 billion. However, we found that only 1% of the potential business, USD $500 million of annual exports, is consolidated and can be traced to such products. We show that biodiversity markets and larger annual revenues locate in municipalities away from places in which biodiversity products originate. Therefore, the biodiversity business in Brazil remains largely untapped. This prompts a critical examination of the role of biodiversity within the Brazilian industry and its alignment with the Brazilian Biodiversity Law and the Nagoya Protocol. Our study is a pioneering effort that provides strategic recommendations. We suggest that the responsibility for sustainable NS utilization predominantly falls on sectors dominated by major corporations, most notably pharmochemicals and biofuels. These industry sectors possess the potential to lead the transition towards responsible and sustainable biodiversity practices within Brazil. [ABSTRACT FROM AUTHOR]