Sustainable Waters: Transforming the Amazon Fishing Industry « Cocar & Co. « UX/UI Case « Jusley Smaly

Context

Cocar & Co.: Sustainable Innovation and Valorization of the Amazon

Cocar & Co. is an innovative company that values the biodiversity and traditional knowledge of the Amazon, creating sustainable products that respect the standing forest and generate benefits for local communities. Focused on economic development and environmental preservation, the company connects cooperatives and community associations to the market, promoting cultural appreciation and sustainability. Cocar & Co. is an example of how businesses can combine innovation, environmental responsibility and positive social impact.

Client:Cocar & Co.
Industry:Bioeconomy - B2C
Year:2023

Outcomes

Empowering sustainable fisheries.

In 2024, combined revenues of retail and food service channels reached R$ 3.316 million, representing a 10% growth compared to 2023, when the total was R$ 3.026 million. This performance reflects the consistent expansion in both segments, especially the strong advance in Food Service.

Total Revenue (Retail + Food Service)2024: R$ 3.316 MM • Growth: +10% YoY
PROTECTED AREAS (SUSTAINABLE FISHERIES)2024: 2.2 million hectares • PRESERVED AMAZON BIODIVERSITY
SUSTAINABLY SOURCED PIRARUCU2023: 18,792 kg • SUPPORTING TRADITIONAL COMMUNITIES

00

Problem.

In the Amazon, the fishing industry has long relied on informal practices, leading to challenges in quality control, sustainability, and consumer trust.

The goal is to address these issues by professionalizing the fishing supply chain, ensuring higher standards of quality, transparency, and environmental responsibility. This approach seeks to create a more reliable, sustainable, and competitive system to meet both local and global demands. Below, we highlight the six key challenges of the current informal system.

My Process

Strategic Process: Navigating the Path to Sustainable Solutions.

Discovery + Define

Conducted extensive research on the Amazonian fisheries ecosystem, focusing on sustainable practices and socio-economic challenges.
Engaged with local communities, stakeholders, and experts to gather qualitative and quantitative data.
Mapped key challenges in the fisheries value chain, including environmental, logistical, and economic aspects.
Identified opportunities for promoting sustainability and enhancing the livelihoods of local producers.
Synthesized findings into actionable insights, defining clear project goals and success metrics.
Developed a strategic framework to address challenges while aligning with ecological preservation and economic growth.

Develop + Delivery

Co-designed innovative, scalable solutions through workshops and collaborative sessions with stakeholders.
Prototyped sustainable business models, incorporating local inputs and ecological considerations.
Iteratively tested solutions with local producers to ensure feasibility and alignment with community needs.
Finalized and refined the solutions for seamless integration into existing fisheries practices.
Deployed the solutions in the field, ensuring alignment with sustainability goals and measurable impacts.
Monitored performance and gathered feedback for ongoing optimization and long-term success.

Envolve

Fostered continuous engagement with local communities, ensuring their active participation in scaling solutions.
Established long-term partnerships with stakeholders to maintain alignment with ecological and economic goals.
Conducted capacity-building workshops to empower producers and enhance their skills for sustained impact.
Implemented monitoring frameworks to track the project's progress and adapt to emerging challenges.
Promoted knowledge-sharing platforms to replicate successful practices across other Amazonian regions.
Ensured that the solutions remain dynamic, inclusive, and resilient to future environmental and market shifts.

01

Discovery
and Define.

Through in-depth exploration and strategic analysis, I established the foundation of insights and frameworks to shape the project's next steps.

In the Discovery phase of Juruá Pescados, I delved into the intricate socio-economic and environmental dynamics of the Amazonian fisheries sector. By identifying key challenges and opportunities, I laid the groundwork for solutions that enhance sustainability, empower local communities, and align with broader ecological and economic goals.

02

Develop
and Delivery.

Through careful implementation and iterative refinement, I ensured the effective transformation of insights into impactful outcomes.

In the Develop phase of the Juruá Pescados project, I collaborated with stakeholders to design scalable solutions tailored to the Amazonian fisheries ecosystem. During the Delivery phase, these solutions were deployed with precision, driving sustainable growth, empowering local producers, and reinforcing alignment with ecological preservation and business objectives.

Brand Experience

In the development of the Juruá Pescados project, the focus was to craft a cohesive brand identity that reflects sustainability, local heritage, and premium quality.

The work encompassed branding, logo design, packaging, point-of-sale materials, and every element involved in delivering the product to the final consumer. By prioritizing visual consistency and storytelling, we ensured that each touchpoint communicates the essence of the Amazon and the commitment to ecological and community-driven values, creating a memorable and impactful experience for customers.

More details of the project

Key Learnings

Juruá Pescados design project highlights sustainable practices, community engagement, and innovation to strengthen Amazonian fisheries while fostering economic and environmental synergy.

Community Integration:Emphasis on involving local communities and indigenous knowledge in fishery operations to ensure cultural and ecological alignment.
Sustainability Focus:Advocating for sustainable fishing practices that minimize environmental impact, particularly in preserving Amazonian biodiversity.
Innovative Processing:Implementation of technology to enhance fish processing, ensuring higher value-added products for domestic and export markets.
Market Expansion:Targeting both local and international markets, leveraging the unique value of Amazonian fish species like pirarucu.
Traceability and Certification:Ensuring product traceability and certifications to enhance consumer trust and align with ethical commercial standards.
Economic Inclusion:Creating economic opportunities for small-scale fishers, ensuring equitable profit sharing and empowering marginalized groups.