Introduction
From 2023 to 2025, an Hortus module was installed in front of Carrefour Market Piazzale Siena in Milan, becoming an active promotional tool and a concrete example of an ultra-short supply chain.
Inside this innovative urban garden, aromatic herbs and microgreens were cultivated for direct sale in the store, creating an immediate connection between production and consumption.
need
Carrefour’s objective was to strengthen the perception of freshness and sustainability of the products offered, differentiating itself through a tangible customer experience.
The challenge was to bring production as close as possible to the end consumer, reducing transportation and intermediate steps, and making the quality of zero-centimeter products visible.
solution
Agricooltur installed a mobile Hortus module outside the store, designed to integrate aeroponic cultivation with promotional and sales activities.
The solution included:
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On-site cultivation of aromatic herbs and microgreens;
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Direct integration between production and the store’s internal shelves;
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Presence of Agricooltur staff for customer promotion and awareness activities;
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Visual displays to communicate sustainability, short supply chain, and freshness.
results
The project enabled:
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Offering customers products cultivated in front of the store;
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Making the concept of urban zero-kilometer visible and tangible;
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Increasing consumer interest and participation;
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Positioning Carrefour as an active player in promoting sustainable practices.
An effective example of integration between retail and innovative agriculture, capable of bringing the public closer to production and enhancing fresh products.
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.
