José Totoy - A Food Hero: Turning food into discovery

06/10/2026

José Totoy is a cheerful character with a colorful smile who learns by doing. Simple, kind and friendly, he plants what he eats, learns from his mistakes and keeps trying when things do not go as planned. And whenever he needs a little help along the way, Hand is always there to give him a hand.

Through everyday experiences with food, nature and his friends, José discovers that you learn best when you try, make mistakes and try again.

José brings healthy eating, friendship, curiosity and the natural world to the heart of his stories, connecting with children and families around the world.

Dreamed up by André Vaz and Isa Vaal, José was built around a simple conviction: children learn best by doing. Through planting, cooking, singing, playing and adventuring with his friends, José Totoy encourages preschool children to discover where food comes from, try new things and care for the natural world around them.

For José, healthy eating is not a rulebook but an invitation to discover. He turns simple ingredients into little adventures, showing children that trying something new, cooking together or simply asking, “Where did this come from?” can open up a whole new world.

“The best way to learn is to try! Sometimes I get it right, sometimes I don’t. But I always learn something new.” José says.

It is a big idea that started small. Vaz and Vaal began creating children’s content from a New York apartment — short on resources but long on ambition — with the goal of bringing entertainment, learning and positive values together. Their independent project grew into Totoy Corp., and José Totoy now reaches children and families around the world, with content available in more than 30 languages across more than 230 markets and territories, boasting more than 3 billion views and approximately 47 million followers.

José’s universe also extends beyond the screen. His stories and characters have appeared in museums and cultural institutions in Brazil, combining storytelling, play and creative experiences to help children explore food, nature, emotions, friendship and the world around them.

José is never far from his friends. There is Obi, the rabbit; Kim, the monkey; his little cloud friend Nuvenzinha; and his trusty helper, Hand.

As an FAO Champion and World Food Day Food Hero, José brings this spirit of curiosity and discovery to the global conversation about healthy and sustainable food systems. Through his stories, he can help a new generation understand that food is connected to people, nature and the world around us — and that even the simplest experiences can become opportunities to learn.

“Food is more fun when we know where it comes from! We can plant it, pick it, cook it and share it with our friends.” José says.