Intro
Agricooltur® brings out-of-soil agriculture to large retail aisles: basil and Salanova® lettuce, grown at zero distance, arrive alive and fresh at Carrefour Hypermarket and Market stores in Milan and Turin.
need
Carrefour wanted to offer customers a unique experience: truly fresh, local, and sustainable products, capable of lasting longer outside the refrigerator without resorting to heavy packaging or artificial preservation processes.
solution
Aeroponic cultivation near stores: greenhouses installed in Milan City Life and Carignano (TO) to supply stores in Milan and Turin respectively.
- Living products: basil and Salanova® are sold still with roots, ready to root again at home with a little water—a valid alternative to ready-to-eat products
- Reduction of refrigeration and transportation: local cultivation eliminates the need for cold chain and minimizes transportation pollution
- 100% compostable packaging that keeps the product alive until consumption, in line with the project’s eco-sustainable philosophy.
results
The presence of Agricooltur® products on Carrefour shelves has received very positive feedback in terms of:
- Perceived quality: visibly fresh, living, untreated vegetables;
- Sustainability: reduction of waste and harmful packaging;
- Innovation: a unique offering that differentiates the store’s selection;
- Customer experience: greater consumer trust in locally and responsibly grown products.
A concrete step toward more conscious large-scale distribution that values customer and environmental well-being.
gallery
other projects
Città Verde Roma: Urban Agriculture Supporting Certified Sustainability
In the Città Verde Roma residential complex, the integration of an urban agriculture system within a repurposed container contributed to achieving GBC Home sustainability certifications. A concrete example of how the circular economy and technological innovation can support new models of sustainable living.
Forrest in Town: the first residential complex with a shared aeroponic garden
Forest in Town is the first residential complex in Italy to integrate a shared aeroponic garden for its residents. An urban regeneration project that brings zero-mile vegetable production directly to the doorstep, enhancing sustainability, well-being, and new models of urban living.
In-Store Cultivation: The Agricooltur® Project with Supermercati Dem
A vertical in-store cultivation system developed for Supermercati Dem, bringing the production of salads and basil directly to the point of sale. The project reduces waste, ensures zero-distance freshness, and enhances the produce department through concrete and visible sustainability.
