Redes Socioprodutivas: plan, booklet, labels and pieces for ICV

The Redes Socioprodutivas project, run by ICV with the Amazon Fund, supports family farmer cooperatives and associations in northern and northwestern Mato Grosso, a region dominated by cattle ranching and soy. The groups produce Brazil nuts, babassu, cocoa, coffee, milk and vegetables, but had little visibility, makeshift packaging and many questions about taxes and invoices when selling. The task was to showcase these products close to consumers and, at the same time, give producers practical tools.

We started with a communication plan based on an assessment: we read the project documents, interviewed the team, cooperatives and consumers, and defined strategies and indicators for each audience.

The pieces came from there. We created labels with nutrition facts for the women's groups that produce babassu flour, oil and cookies, coffee packaging, the new newsletter and sign for the Ouro Verde Cooperative, a totem, stand and counter for fairs, infographics, newsletters and comic-style webcards.

The most substantial piece was the booklet on family farming laws, obligations and taxes, which turns Mato Grosso's tax legislation into illustrated questions and answers.

The cooperatives began taking products with labels, nutrition information and their own identity to fairs and markets. The booklet became a reference for the project, and the work led to ongoing media relations in 2019.