Ronaldo Tavares de Souza

Ronaldo Tavares de Souza

Eight years ago, Ronaldo decided to leave a successful executive career in multinational corporations to follow his passion, maybe three: food + environment + research. The transition took its time and was conducted by his experience with consumption patterns’ understanding. His first stop was his masters’ thesis on organic box-schemes in Sao Paulo – Brazil. Now, he pursues his Ph. D. in the Laval University, Quebec – Canada. Alternative food networks are still his area of expertise, but now it gains a new perspective to understand how products from terroir can influence destination attractiveness. Both perspectives have to do with the preservation of cultures and biodiversity, on top of creating knowledge about what drives people to choose more sustainable options.  The regions of Charlevoix, Quebec city and the Eastern Townships are his study areas.

Living in the Eastern Townships, renowned by its effervescent agricultural and touristic dynamics, he is surrounded by producers, initiatives and a day-to-day exciting reality that brings new ideas and perspectives to the table everyday.

Before this movement, he worked in marketing research for over 15 years, responsible for knowledge creation from usage habits to purchase attitudes and media consumption. Some of the product categories he used to work with are pet food, chocolates, diapers, laundry and razors.