Brazil: Strategic developments in Brasília
Campaign seeks engagement to reduce food waste The #FazAXepa campaign reaches the social media of restaurants, companies, and fairs and markets with the objective of reducing food waste and transforming how people perceive food that is outside aesthetic standards, due to logistical challenges or operational failures. The initiative of the Brazil Without Waste program, a cooperation of the social organizations WWF-Brazil and the Waste & Resources Action Programme (Wrap), draws attention to the disparity between the waste of 30% of what is produced by Brazil and the existence of 55 million Brazilians who live with some level of food insecurity, according to IBGE data. Related news: The "fluminense" capital integrates a global waste management program. BB platform reduces food loss in public schools by 72%. "The initiative stems from the understanding that waste does not happen only due to lack of planning, but also due to cultural standards that lead us to reject food that is perfectly suitable for consumption for aesthetic reasons or due to the mistaken idea of abundance," highlights Luiza Soares, leader of the Brazil Without Waste program. To bring the concept closer to people's daily lives, the campaign uses the term "xepa," applied to leftovers from the end of the market, to propose a change in behavior where what is out of standard gains the value of a fundamental ingredient in the diet and businesses throughout the country. Throughout the entire month of October, marked by World Food Day on the 16th, the campaign will have actions with actress Laila Zaid and chef Bel Coelho at popular fairs and restaurants to discuss the subject. Videos with interviews, statements, and recipes with ripe, rejected, aesthetically non-standard, or near-discarded foods will also be broadcast on the social media of the program and partner companies. According to Luiza Soares, the expectation is to stimulate collective reflection on how we attribute value to food and encourage concrete behavioral changes. "We want more people to see food utilization as a simple, possible, and desirable practice," she says. For the campaign organizers, in addition to food security, food waste also means wasting natural and energy resources used in production and disposal, which cause environmental and climatic impacts. "Food waste is, at the same time, an economic inefficiency, an environmental pressure, and a social injustice," reinforces Luiza. To address this inefficiency, the campaign seeks engagement from all sectors of society, from consumers to large food marketing companies and social organizations and researchers who can propose innovations and solutions to stop waste. "The transformation will not come from initiatives isolated; it depends on the ability of companies, governments, academia, and society to collaborate around a common goal, sharing learnings and defining new standards," assesses Luiza Soares.
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