Carrefour Italia has partnered with Italian pasta and sauces producer Barilla to reduce food waste in the country.
The two companies have said that they are working together to educate their customers, encouraging them to use leftover vegetables with pasta, rather than throwing them away.
This initiative has been promoted through an in-store display and animation campaign featuring anti-waste pasta recipes using vegetables, which were developed by chefs working with Barilla.
Carrefour says that the operation was well received in the pilot store in Milan, and will now be extended to more than 40 stores in Italy by the end of the year.
To promote the initiative, Carrefour and Barilla have launched a competition, lasting until 29 December, which will see the companies give away 95 Philips SaladMaker devices. To take part, consumers must buy at least one package of Barilla pasta and at least one product from the vegetable section of Carrefour stores.
Carrefour has been introducing several initiatives involving customers, suppliers, stores and employees to reduce food waste by 50% by 2025, compared to 2016 levels.
The company says that this commitment will be achieved through its own actions, but also by strengthening the relationship that Carrefour maintains with its suppliers and customers.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.