Vital Maria da Costa, 85, sells puddings in Olinda to fund medical exams

Vital Maria da Costa, an 85-year-old man, has gained significant social media attention after videos surfaced of him selling homemade puddings on Casa Caiada beach in Olinda, Pernambuco.

Mr. Costa explained that he began selling the desserts—available in dulce de leche, coffee, and traditional flavors—to fund medical exams and medications. He cited health challenges including kidney and prostate issues, an advanced hernia, and frequent headaches. He noted that while he could use the public health system (SUS), the wait times were too long for his immediate needs.

The viral videos have sparked a wave of solidarity, including a digital donation campaign known as ‘pudins virtuais’ (virtual puddings). While many users have provided financial support, the situation has also prompted public debate regarding the living conditions of retirees in Brazil who must continue working to afford basic healthcare.