Brands come together to deliver quality food to consumers that would otherwise be discarded
Hellmann’s and the Food To Save app have teamed up to combat food waste in Brazil.
With the partnership, the brands launched Surprise Bags, where buyers receive a 250g unit of the brand’s Traditional mayonnaise. The kits will be available in the cities of So Paulo and Campinas, on every Monday in October through Food To Save.
In addition to Hellmann’s and Food to Save’s own store, Emporium So Paulo and the Galassi supermarket, in Campinas, are also participating in the action.
The action is part of another chapter of Hellmann’s initiatives to combat food waste. The brand understood the need to join a partner that gives a second chance to fruits, vegetables and other products from supermarkets, sweet shops and bakeries after commissioning a survey with Opinion Box on Brazilians’ wasteful habits.
The study identified that 53% of people say they avoid consuming scratched, dented or stained ingredients, whether at the time of purchase or at home.
In recent months, Hellmanns has reinforced a purpose that has guided its actions for years and created a movement around combating food waste, promoting behavioral change in a light, simple and relevant way for people. Hellmanns has initiatives that address the three main fronts where food waste occurs: in industry, at points of sale and in the consumer’s home. The partnership with Food To Save is strategic because it simultaneously strengthens efforts focused on the final public and retail, explained Carolina Riotto, marketing director at Hellmanns in Brazil.
In response to the scenario identified by the survey which showed that 82% of Brazilians say they have discarded food in the last month, Hellmanns recently launched the “Monday Without Waste” campaign, which makes the first day of the week a time to transform those items that They have been in the fridge for a while now, but are still in perfect condition for consumption, for new meals.
