Campoaves: Digitizing Complex Poultry Operations with BRAINR MES/MOM

Background & Operational Context

Campoaves operates with multiple poultry species, including Galo Capão, Frango do Campo, and Organic Chicken, among others. Each species has its own rearing cycles, target weights, size requirements, and co-products. In parallel, Campoaves manages different slaughter methods, including Halal and Conventional, each with distinct operational and compliance requirements.

This high variability significantly increased operational complexity. Strict traceability, precise waiting-time control, batch segregation, and efficient production planning were critical to ensure regulatory compliance, animal welfare, and certification requirements—especially for Halal and Organic products.

The Initial Situation

Before implementing BRAINR MES/MOM, Campoaves managed factory operations using a combination of paper-based records, Excel spreadsheets, verbal communication, and ERP. This approach created major operational and traceability challenges.

At the time, Campoaves was managing:

• 11 different species
• 600,000 birds per month
• 3,500 batches per month
• 600 production orders per month
• 620,000 labels per month
• 1,200 quality checks per month
• 375+ SKUs

Key Challenges

The main operational challenges included:

1. Production planning complexity driven by the diversity of species and slaughter methods
2. Limited real-time traceability, making internal and external audits—particularly for animal welfare, Halal, and Organic certifications—more difficult and time-consuming

The Trigger for Digitalization

Campoaves was already in the process of modernizing its core systems with a new ERP. This initiative highlighted a critical gap: while the ERP was being upgraded, shop floor operations were still heavily dependent on manual processes.

Daily manual data entry from paper to Excel led to:

• Frequent human errors
• Traceability gaps at batch level
• High operational costs, including incorrect product shipments to customers

Additionally, the high variability of species and slaughter methods made it difficult to accurately track non-productive costs, such as cleaning, setups, and specific consumables—resulting in significant deviations in production costing.

This combination of operational risk, cost inefficiency, and compliance pressure made digitalization of factory operations unavoidable.

Implementation Overview

Project timeline

• Start: July 2023
• Go-live: October 2023

Team

• 2 FTEs

Implementation sequence

• Gate & Access Control
• Reception
• Slaughter
• Planning
• Production (processing & packaging)
• Dispatch
• Warehouse
• Quality

The phased rollout ensured operational continuity while progressively digitizing all critical processes.

Key Figures After Go-Live

• 100% of operations running on BRAINR within 3 months
• 19 production lines digitized
• 20+ users trained
• 24+ devices connected (PCs, picking guns, label printers)

Business Impact for Campoaves

With BRAINR MES/MOM, Campoaves achieved full operational digitalization and gained end-to-end visibility across the factory.

What BRAINR Enabled

• Efficient management of multiple species and slaughter methods, eliminating dozens of Excel files and thousands of manual data entry operations
• 100% digital factory processes, drastically reducing human error and ensuring robust batch traceability—critical for Halal and Organic certifications
• End-to-end quality controls, from reception to finished goods, fully aligned with IFS and HACCP standards, simplifying audits and ensuring complete traceability
• Precise monitoring and optimization of bird waiting times before slaughter, ensuring regulatory compliance and animal welfare
• Optimized vehicle flow management, from entry and weighing to exit, reducing waiting times and increasing overall productivity
• Seamless integration with the ERP, enabling more accurate cost calculation, better visibility of non-productive costs, and improved operational profitability

Key Success Factors

Deep Industry Know-how

BRAINR was built on the shop floor. The team’s deep understanding of poultry operations and the specific challenges faced by Campoaves enabled clear communication, faster decision-making, and strong trust across all organizational levels.

Agile, Structured Implementation Cycles

The project was delivered through short, well-defined implementation cycles with limited scope, allowing gradual adoption without overwhelming the factory’s 100+ employees and minimizing disruption to daily operations.

Effective, Role-Based Training

Training was conducted on-the-job, allowing employees to learn BRAINR while performing their daily tasks. This role-specific approach proved significantly more effective than traditional classroom-based training.

Seamless Integration into Daily Operations

BRAINR was introduced in a way that naturally integrated with existing workflows, ensuring a smooth transition to digital operations without major interruptions to production.

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