Mindfull

Eat Out/Standard

We sell products made of misshapen food that would be wasted. Mindfull pursues Good-Food-choice through educational workshops!

Use Case

Rita, a 32 years old young woman living in the big city of São Paulo in Brazil. She is the type of person who is always looking for to be engaged with what is happening in the world. One of Rita´s important causes is related to food waste awareness. She is conscious about reusing things instead of throwing away in the trash and also separates the materials that can be recycled. Rita likes to talk about politics and has a very strong sense of justice. She has a busy life and working 8 hours a day she still wants to find time in her agenda to be a good citizen and also to keep up a healthy routine. Rita is constantly trying to find opportunities where she can help more the society where she lives in, impacting the world with her actions and being part of the change the world needs.

Potential

Food waste is the consequence of bad management in many areas, but the consumer’s choice is the most important. This action is part of the culture of people around the world and we pretend is to slowly change it. When consumers buy a product made of ugly food consciously and learn more about what is their impact when they waste it, we have the opportunity to change the scenario of food waste. Our business is not difficult to replicate, it is possible around the whole planet, especially in tropical countries (the biggest food producers and also with a high concentration of poor people). When we waste less, we have more products in the market and smaller price. Our potential is in our capacity of aware people about their power of transformation through their actions.

Business Case

We work through two different approaches, actually, they are complementary. We offer workshops for schools and companies, and these activities change according to the intention of the client, so we can talk about ugly foods in schools and how to decrease food and money waste in daily lives in companies. The second approach is the production of processed food made of ugly food; we sell it in open markets, usually those where handicrafts and other sustainable products are offered.

Objectives:

  1. Decrease food waste using ugly fruits and vegetables to produce processed food.
  2. Change the scenario of food waste using education to inform people about the importance of looking different to the ugly food.
  3. Convey the message that the consumer´s power transformation is the way to raise the awareness of conscious consumption to the world.

Team MindFull

São Paulo, Brazil

Our Team

Presentation Vídeo Mindfull / Published May 1, 2018 by Thatiana Felski

Presentation Vídeo Mindfull

https://youtu.be/Y01TaO9Kdb0

We are so proud to present our first video!!! (Imagine a dancing emoticon here). It was our first time doing animation and we worked really hard to create this material. It is sooo cute! We are in love! And with that we hope to conquer more people to be part of this change through Mindfull <3

Consumer Experience / Published April 27, 2018 by Thatiana Felski

Consumer Experience

Some days ago we had a GREAT experience!! We invited friends, family and friends of friends =) to discuss about our idea and some products as prototypes. It was sooo amazing! We had a hundred feedbacks and spent a great time together! Actually, the question we did after the event was "Why we didn't do it before??", definitely it is the best way to build an idea. We also got some partnerships to start =DD.

A brief translation of our thanks photo to the people that participated.
"Thanks for everything. The "afternoon juice" was a learning event for us from Mindfull. We hope it was for you too. Thank you for your presence! If you have more suggestions and contacts to add ideas with us, you will be very welcome."

Help the systems to be their best / Published April 22, 2018 by Thatiana Felski

Help the systems to be their best

We can easily see our mission in this article of the Singularity University. It is awesome hear about people who also believe that we can find solution in simple actions.

"Innovation is very different from invention."

https://medium.com/singularityu/what-happens-when-50-000-kids-are-given-the-tools-to-change-the-world-db3e41cde34e

A new perspective... / Published April 11, 2018 by Thatiana Felski

A new perspective...

There is something interesting about food waste. People are aware about the topic, but they don't comprehend the impact of their actitudes towards it.
This week, an article from HuffpostBrasil called our attention talking about the food waste in Brazil. A lot of specialists cited the reasons behind the problem here, and an important aspect was highlighted: the consumer choices affect the whole food supply chain.
So we ask ourselves, is the food waste solution in the consumer hands?

Unfortunately, the article is only in Portuguese. But nothing that the Google Translator cannot dissolve ;)

https://www.huffpostbrasil.com/2018/04/08/como-o-desperdicio-de-alimentos-afeta-o-brasil-e-o-seu-bolso_a_23375621/

Field research / Published April 10, 2018 by Thatiana Felski

Field research

We went for a field research to understand the perception of consumption and food waste. We talked a lot to consumers and sellers in a farmers market in Sao Paulo.

Our Mission

The world current consumption pattern demands 30% more than the natural resources available. This action brings results, one of them is the food waste. Only in Brazil, we waste 26 million tons of food per year. And part of it is caused by the beauty standard imposed on the food market. Soo, to be out of this and others standards from the society, we offer natural products made of misshapen food. You can keep health and helps to save the world in an uncommon way.

Our Background

We are four Agro specialists from Brazil and Argentina. Together we gathered experiences in Chile, USA, Germany, Nigeria, and Australia. Our know-how includes a previous startup against food waste, daily living with agriculture in poor African communities, the perception of high standards and their consequence in developed countries and the contribution for the food sovereignty of family farmers in Latin America and Caribbean.

Presentation Vídeo Mindfull / Published May 1, 2018 by Thatiana Felski

Presentation Vídeo Mindfull

https://youtu.be/Y01TaO9Kdb0

We are so proud to present our first video!!! (Imagine a dancing emoticon here). It was our first time doing animation and we worked really hard to create this material. It is sooo cute! We are in love! And with that we hope to conquer more people to be part of this change through Mindfull <3

Consumer Experience / Published April 27, 2018 by Thatiana Felski

Consumer Experience

Some days ago we had a GREAT experience!! We invited friends, family and friends of friends =) to discuss about our idea and some products as prototypes. It was sooo amazing! We had a hundred feedbacks and spent a great time together! Actually, the question we did after the event was "Why we didn't do it before??", definitely it is the best way to build an idea. We also got some partnerships to start =DD.

A brief translation of our thanks photo to the people that participated.
"Thanks for everything. The "afternoon juice" was a learning event for us from Mindfull. We hope it was for you too. Thank you for your presence! If you have more suggestions and contacts to add ideas with us, you will be very welcome."

Help the systems to be their best / Published April 22, 2018 by Thatiana Felski

Help the systems to be their best

We can easily see our mission in this article of the Singularity University. It is awesome hear about people who also believe that we can find solution in simple actions.

"Innovation is very different from invention."

https://medium.com/singularityu/what-happens-when-50-000-kids-are-given-the-tools-to-change-the-world-db3e41cde34e

A new perspective... / Published April 11, 2018 by Thatiana Felski

A new perspective...

There is something interesting about food waste. People are aware about the topic, but they don't comprehend the impact of their actitudes towards it.
This week, an article from HuffpostBrasil called our attention talking about the food waste in Brazil. A lot of specialists cited the reasons behind the problem here, and an important aspect was highlighted: the consumer choices affect the whole food supply chain.
So we ask ourselves, is the food waste solution in the consumer hands?

Unfortunately, the article is only in Portuguese. But nothing that the Google Translator cannot dissolve ;)

https://www.huffpostbrasil.com/2018/04/08/como-o-desperdicio-de-alimentos-afeta-o-brasil-e-o-seu-bolso_a_23375621/

Field research / Published April 10, 2018 by Thatiana Felski

Field research

We went for a field research to understand the perception of consumption and food waste. We talked a lot to consumers and sellers in a farmers market in Sao Paulo.

Our Team

Our Mission

The world current consumption pattern demands 30% more than the natural resources available. This action brings results, one of them is the food waste. Only in Brazil, we ...Read More

Our Background

We are four Agro specialists from Brazil and Argentina. Together we gathered experiences in Chile, USA, Germany, Nigeria, and Australia. Our know-how includes a previous startup against food ...Read More

Our Badges

  • Power Team
    Your team has at least three members
  • Design Lab Experts
    Attended at least one of the weekly TFF Design Lab “office hours” sessions.
  • We Famous
    Your project has been covered by your university or other media outlet
  • Get #Social
    Created team Facebook or Twitter page and attached to team page
  • Fan Club
    You have 100 likes or followers on your team Facebook or Twitter
  • Interior Architect
    Posted three pictures of your team workspace
  • Idea Parkers
    Shared a picture of your teams unique “idea parking”
  • Global Foodies
    Posted three facts about global food issues learned in the Explore mode
  • Insight + Insight + Insight
    Shared three new insights your team formulated in the Define mode
  • On Time, On Target
    Shared your Design Statement created during the Define mode
  • Post-it Fiends
    Shared pics of the chaos of the post-it filled Ideate work mode
  • Brain Food
    In the Ideate intro video, Richard shares an important tip while eating an apple. Share a team-apple-eating pic!
  • Expert Input
    Shared three pieces of expert feedback on your concept
  • GIF Masters
    Shared a GIF of the prototype building frenzy
  • Live Testing
    Shared a video of a user testing your concept
  • Way To Go
    Shared a picture of your plan for iterating your project
  • Etch-A-Sketch
    Shared your logo sketching session on your team blog
  • WE DID IT!!
    Submitted Final Pitch, including videos and concept details
  • Introduction
    Completed the Introduction section of the Design Lab
  • Explore
    Completed the Explore section of the Design Lab
  • Define
    Completed the Define section of the Design Lab
  • Ideate
    Completed the Ideate section of the Design Lab
  • Conceptualize
    Completed the Conceptualize section of the Design Lab
  • Prototype
    Completed the Prototype section of the Design Lab
  • Test
    Completed the Test section of the Design Lab
  • Iterate
    Completed the Iterate section of the Design Lab
  • Pitch
    Completed the Pitch section of the Design Lab
The information contained here represents student project ideas developed as the result of brainstorming activities during Round 1 of the TFF Challenge. It does not represent any final business plans or commercial products.