Context:
2 tons of food get thrown away in Romania yearly and 7% comes from supermarkets.
Do you know what we can extract from all this food that gets thrown away?
The learning and the color.
Idea:
Carrefour transforms wasted food in a new product line aimed
at teaching children how to avoid food waste in the future.
How it works:
Transforming certain plants or other organic products into painting pigments is nothing new to mankind. The technique has been used since Renaissance. You dehydrate the products and turn them into a soft powder used as color base of products such as watercolors, acrylics, wax pastels and chalk. Instead of wasting food, we transform it into an instrument that kids can use to shape tomorrow.
Introducing:
THE BRIGHTER COLORS, wasted food recycled into colors
A collection of wax pastels, watercolors, acrylics and chalk made out of wasted food, sold in all brand stores all around the country. They are accompanied by instructions for a better world, revealing the manufacturing process (dehydrated wasted food) in order to educate tomorrow’s adults and prevent food waste. They will be launched under Carrefour’s label and sold at children’s racks, close to the coloring books. We also plan on launching a series of coloring books on food waste and how to avoid it to go with the coloring tools and raise awareness to the cause.
Change the world by coloring it brighter.
