StartNow! Blog: Brazilian Foodtech Fighting Food Waste with Artificial Intelligence
Meet the StartNow! blog—the Brazilian foodtech using artificial intelligence to transform ingredients from your fridge into amazing recipes, helping families save money and reduce waste.
The Fridge Dilemma and Waste in Brazil
There’s an almost universal moment: you open the fridge and find yourself facing half a forgotten onion, a container of yogurt about to expire, and leftover chicken from last night’s dinner. The question comes quickly: “What am I supposed to do with this?”
Before opening your delivery app, how about trying a different alternative?
This seemingly small domestic dilemma is actually a portrait of a global problem. In Brazil alone, 27 million tons of food are wasted every year, according to the UN’s 2024 Food Waste Index. And 30% of that waste happens inside our own homes, according to Embrapa data.
Meanwhile, in 2022, more than 70 million Brazilians lived with some degree of food insecurity, according to Rede Penssan. We’re talking about food that could feed millions of people, money that could stay in families’ pockets, and an environmental impact that could be avoided.
Why Did We Create This Blog?
StartNow! was born to tackle this challenge in a practical way, using artificial intelligence to transform the ingredients in your fridge into personalized meals.
But we realized early on that fighting waste goes far beyond suggesting recipes. It’s a shift in mindset, habits, and culture. And that’s where the blog comes in: a space to educate, inspire, and connect people around a common cause.
This Blog Exists To:
- Educate about the real impact of waste When we throw food away, we’re not just discarding food. We’re wasting all the water, energy, and natural resources used to produce it. We’re contributing to greenhouse gas emissions in landfills. And we’re literally throwing money down the drain.
Research shows that an average Brazilian family wastes between R$200 and R$400 per month on food that spoils before being consumed. In a year, that can mean up to R$4,800 going straight into the trash. - Offer practical, actionable solutions It’s not enough to talk about the problem—we need to present real alternatives. Our blog will be a guide to:
- Organize your fridge and pantry intelligently
- Plan shopping trips without excess
- Use food in its entirety (peels, seeds, stems)
- Transform leftovers into new dishes
- Preserve food for longer
- Better understand labels and expiration dates
- Build a conscious consumption community Sustainability isn’t a solo movement. We want to create a space where people concerned about the planet, household economy, and the future can exchange experiences, learn together, and inspire each other.
What You’ll Find Here
Our blog will be organized into five main pillars that reflect StartNow!’s mission:
🌱 Sustainability & Environmental Impact Articles showing how small daily choices generate major impacts when multiplied by millions of people.
💰 Household Economy Real calculations and tips to reduce waste and increase what’s left in your wallet.
👨🍳 Cooking & Whole-Food Utilization Creative recipes and simple techniques proving that cooking can be enjoyable, quick, and sustainable.
🤖 Technology & Innovation How AI is transforming our relationship with food—and how StartNow! fits into this future.
🏢 Behind the Scenes & Company News Total transparency: our journey as a startup, the challenges, the wins, and our vision for the future.
The Technology Revolutionizing Your Kitchen
StartNow! was born from a simple question: what if, instead of looking for ingredients for a recipe, we reversed the logic?
Our AI does exactly that. You enter the ingredients you have—or take a photo of your fridge—and instantly receive a personalized recipe, considering preferences, restrictions, and even the time you have available to cook.
It’s like having a personal chef in your pocket: practical, available, and adapted to your daily life.
And the results are already concrete:
- Over 500 unique recipes generated in our first month (September 2025)
- 456 active beta users on the platform
- Average savings of R$250 to R$300 per family per month
- Potential to reduce household waste by up to 40% over the next 12 months
Users like Mariza Soares, a beta phase participant, are already feeling the difference:
“I learned to look at my fridge differently. I saved about R$250 in one month just by reusing what I would have thrown away before.”
Our Approach: Empathetic, Practical, and Data-Driven
We know life is hectic and there isn’t always time to plan every meal. Waste doesn’t happen because people are irresponsible—it happens because the current system doesn’t make it easy.
That’s why our approach is always:
- Empathetic: We understand the real challenges of daily routines
- Practical: We offer actionable solutions, not ideal or unattainable ones
- Data-driven: We use reliable information to generate real impact
- Optimistic: We prefer to talk about possibilities, not guilt
The Future We Want to Build
Over the next 12 months, we have a clear goal: help families reduce household food waste by up to 40%. We want to generate 10,000 unique recipes and expand to new markets in Latin America, like Argentina and Mexico.
But our horizon goes beyond that. We imagine a world where:
- No family has to choose between food and other necessities
- Landfills receive 30% less organic waste
- Children grow up learning to value every bit of food
- Technology works for everyone
This future isn’t utopian. It’s possible—and it starts now, with conscious choices in our daily lives.
Join the Revolution Against Waste
We’re launching this blog because we believe that information feeds transformation. We want to hear from you: your questions, your challenges, and your ideas for reducing waste.
👉 Ready to transform your fridge leftovers into your next meal? Click here and StartNow! with your free trial!
📧 Subscribe to our newsletter for exclusive content. 📷 Follow @comeceagora.cooking on Instagram for tips and recipes. 💬 Share this article to multiply the impact.
Welcome to Our Table
StartNow! is a Brazilian foodtech fighting household food waste through artificial intelligence. Our mission is to help millions of families save money, reduce waste, and build a more sustainable food future—one recipe at a time.