World Food Day (WFD), celebrated on 16 October, brings something new this year: José Totoy, the children’s character known as “the Big Eater,” will serve as the campaign’s spokesperson in Brazil.
With the slogan “Hand in Hand for Better Foods and a Better Future,” the campaign is an initiative of the United Nations agencies working to combat hunger in Brazil: the Food and Agriculture Organization of the United Nations (FAO), the World Food Programme (WFP), the International Fund for Agricultural Development (IFAD), and the Inter-American Institute for Cooperation on Agriculture (IICA).
For the first time, children are at the heart of the initiative. This year, the character José Totoy, “the Big Eater,” will deliver a message about the challenges of hunger and poor nutrition, as well as the importance of innovation in making agrifood systems more sustainable, inclusive, and resilient.
Through simple, accessible, and playful language, the initiative aims to raise awareness among children, who are the future of our planet, and their families.
Totoy
Totoy Corp., the company that created the character, has produced a special episode dedicated to WFD 2026 in collaboration with the UN agencies in Brazil. The content will be released on 16 October simultaneously on Totoy’s YouTube channel and across all the digital platforms of the participating agencies. In addition, José Totoy will appear on posters displayed on urban street furniture in several Brazilian cities, promoting the campaign’s message.
José Totoy was chosen as the symbol of WFD 2026 because he embodies values directly aligned with the campaign’s theme. The character grows the food he eats and places healthy eating, friendship, curiosity, and nature at the heart of his stories. Through everyday experiences, José discovers that the best way to learn is through experimentation and exploration.
An international phenomenon among children, with content available in more than 30 languages on streaming platforms and YouTube, the character has already reached 26 billion views and has more than 50 million followers across its global network of channels.
As a result, the partnership with FAO, which leads the campaign internationally, extends beyond Brazil’s borders. The animated episode dedicated to WFD 2026 will be available in English and Spanish and distributed through social media, reaching approximately 190 countries via YouTube.
Food Hero
FAO has named the character a “Food Hero” and an “FAO Champion.” A dedicated biography page is available in English, Portuguese, and Spanish on the organization’s regional and global websites.
The Food Heroes designated by FAO are influential leaders who support and strengthen their communities through concrete actions related to food, generating positive impacts in response to global challenges.
Introducing an animated character is an innovative step for the organization, as is granting the title of FAO Champion. The designation follows an assessment process that considers integrity, reputation, and public reach before the partnership is formalized. Those selected are generally experts, chefs, athletes, influencers, artists, or recognized leaders in relevant fields.
Content produced by FAO Brazil.