Fruit and vegetable waste in supermarkets is a serious problem. The shorter product lifecycle is often the result of visual standards that mistakenly assume that only flawless products are valuable. Macro comes to the rescue and brings colorful food stickers!
According to the Food and Agriculture Organization of the United Nations (FAO) and the National Planning Department, 6.1 million tons of food is consumed annually in Colombia, of which 40% are vegetables and fruits. In response to this challenge, as part of their sustainability strategy, macro supermarkets decided to educate their customers by introducing extremely simple solutions aimed at reducing food waste in their 22 stores-we are talking about stickers!
The solution to this problem turned out to be well-known fruit stickers. By using colors that match the maturity of the products and captions that suggest their preparation, consumers can easily understand how to get the most out of them.
How to read colors (using avocado as an example)?
Immature (green color): promotes roasting of unripe fruit.
Mature (dark green): recommends making guacamole from ripe fruit.
Very mature (brown color): I suggest using ripe fruit to make the sauce.
source: grey.com
We wanted to create a simple but powerful shift in people's behavior to teach them responsible fruit and vegetable consumption. We realized that when fruits and vegetables aren't “perfect”, this is the stage when they get tastier, but people avoid them for biased cosmetic reasons – Juan Tak, Marketing Director Makro Kolumbia.
The macro initiative not only "prolongs" the freshness of products, but also raises consumer awareness of the importance of sustainability. By educating clients and promoting practical solutions, this is a great example of simple and eco-friendly methods that can bring real benefits to both people and the environment.
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
