Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 287,576 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 389,264 cutting edge ideas.

Developing a Widespread Innovative Culture

Fabiola Menezes, Innovation Marketing Manager, BRF
Paul Maccarone
December 10th, 2013
With 15 years of marketing experience, Fabiola Menezes de Paula has a wealth of knowledge when it comes to managing both brands and products. As an Innovation Marketing Manager at BRF, Fabiola deals with strategic vision and innovation on a daily basis. With the ability to guide the achievement of goals, communicate with diverse audiences, and continually develop her people management skills, Fabiola is someone who continues to adapt and evolve. At BRF, Fabiola is part of a movement that is aimed at nurturing a widespread innovative culture. She stresses that developing that culture starts with educating everyone on the process and tools that come with it.

Four Questions with Fabiola Menezes de Paula

How do you motivate your team to generate good ideas?

We have a special program in place to provide incentive for people to send us general ideas about new products. We always reward good ideas and announce them to the whole organization. This program allows for us to get ideas from the whole company instead of just from the marketing area. There is also a special program that is unique to the marketing department. It’s more like an ideation program pertaining to each category. Sometimes, we’ll have external partners like consultants and then the rest of the time we’ll do it internally.

How do you identify trends? What resources does your team use to spot trends and consumer insights?

We do a lot of consumer understanding research. We have direct contact with consumers that are part of a program where we go to their houses to understand their day-by-day lifestyle and activities. We also have consumer insights that come from the telephone, email, trade fairs or the internet through social networks. Along with those strategies, we also have trend experts that come and speak to us about various trends. BRF also works with various companies that tell us about specific trends that are being launched around the world.

Do you have specific rituals for re-setting yourself/your team to be creative?

We have an insight activation process to generate specific ideas for specific projects. Then we put together the R&D and the marketing people to generate ideas for a specific segment. For this process, we utilize partners or consultants to help us lead the workshops. When we did it last year for a specific category, we generated over 600 ideas in a day. After all of the ideas have been generated, we do specific research with consumers to choose between all of the ideas, so innovation is part of our daily life here.

What is the biggest challenge you face when innovating?

The biggest challenge for us is creating a widespread innovative culture. Many of our programs are put in place to create incentive for people to think in an innovative way. We’re always thinking about new projects and new ways to activate this type of culture throughout the whole company. One thing that we’re doing is developing a program to put in place that will educate people on how they can contribute innovative ideas, understand the process, and learn what tools are in place to help with it.
References: br.linkedin, brf-br