The Ellen MacArthur Foundation had a bold vision — catalyse the entire food industry to build better food systems based on circular economy principles. 57 global producers, start-ups, suppliers and retailers across multiple markets and languages. 141 products designed to regenerate nature. No existing digital infrastructure to support any of it. Everything needed to be built from scratch.
As the key digital designer I worked cross-functionally across Food, Communications, LatAm, Brand and Technical teams through three distinct phases — Design Submission, Production, and Market Showcase. Each phase required different digital touchpoints that needed to connect seamlessly.
I designed and helped build an interconnected ecosystem of digital products — a multi-language showcase platform for 141 products with retail integration, a low-code retailer catalogue system, the Foundation website, event registration, a challenge playbook in Notion, community platform assets, and multi-language data collection feeding directly into scoring systems.
The breakthrough was creating modular, reusable components that could be rapidly deployed for future iterations — turning this pilot into a scalable template for global impact.
141 products successfully showcased across integrated digital platforms. 57 global participants guided through a comprehensive two-year digital journey. Connected with 6+ major retailers including Waitrose, Fortnum & Mason, and Carrefour Brasil across three continents. The project proved that the food system can be disrupted — that products designed with circular economy principles can reach global markets at scale. From a digital perspective, the ultimate collaborative project.