The Project

A specialist in conscious consumption to reduce waste

According to the UN, 30% of all food produced worldwide is wasted: 1.3 billion tons of food per year. Ecco is a waste reduction program built by outracoisa* for BRF, using the proprietary Joco platform to raise awareness and mobilize people around the issue.

The Challenge

Mapping the consumption chain and identifying critical points

Production, transportation, retail storage, handling at the point of sale, purchasing, home storage, preparation, and consumption are the main actions in food management. The biggest challenges were identifying areas for improvement in this chain and figuring out who we should communicate with to optimize efforts at each stage. The decision was to focus on what happens from the point of sale (supermarkets, butchers, restaurants, cafes, etc) to the table, with specific journeys for business owners and those who handle food at home.

The Process

Internal alignment and expectation management

We began with a complete mapping of the food chain, highlighting waste points and the personas involved in each pain point. After clearly defining the scope of action, we detailed the content until we reached an initial version of the product, organized into four categories: Purchase, Consumption, Storage, and Preparation. Because the project was built within the Joco Platform, the process involved producing the necessary assets for the platform, such as journey content, medals, cards, and all additional "Learn More" content.

The Solution

Micro-learning for macro-changes

Implemented within the Joco Platform, BRF Ecco is a product that raises awareness among stakeholders in the food chain, offering alternative ways to avoid food waste in a microlearning format, with 5-minute sessions that present topics in a conversational way. The content is divided into three categories: "Your Home," "Market Owners," and "Transformers." The first two have self-explanatory names, and the third offers more specific content for restaurant and delivery service owners who can become agents of behavior change. The product also features hundreds of additional content items, such as videos, PDFs, and infographics, allowing for a deeper dive into topics such as recycling, bleaching, using leftovers, and many other topics.

Results

Just the tip of the iceberg

It's not easy to measure BRF Ecco's impact on waste reduction, but it's easy to see that users who engage with the content develop more conscious consumption and begin to question waste more frequently. The product is targeted at niche users we consider to be powerful agents of change: home, grocery, and restaurant managers. But this is only the first step, as the message needs to be replicated, and society needs to prioritize the issue.