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.