Ogilvy Colombia Fights against Food Waste with a Guide for Storing Your Fruit and Veg

Agency teams up with supermarket Carulla to create the ‘Fresh System’

Ogilvy Colombia presents ‘Fresh System’ for supermarket Carulla with the aim of fighting against food waste.

“After two years of work, we discovered that ethylene is a gas present in some fruits and vegetables that directly affects their ripening or conservation. And we began to think about how we can educate and raise awareness to avoid food waste. When we realised what was behind this idea, we were deeply moved about the positive impact we could bring,” commented Daniel Ávila, executive creative director of Ogilvy Colombia.

Under this premise, Ogilvy Colombia devised the ‘Fresh System’, which is endorsed by expert nutritionists who contributed to the creation of an alphabet of all the fruits and vegetables present in Carulla, which indicates the optimal storage space for each food: room temperature, refrigerator or freezer.

Carulla customers can visit the page to find out in detail the best way to preserve fruits and vegetables. Likewise, there will be informative material in all branches all over the country.

Regarding the initiative, Nicole Kabierschke, marketing manager of Carulla, pointed out: “At Carulla we are committed to sustainability and that includes food waste. For this reason, we want to invite our customers to get the most out of the fruits and vegetables they buy. In this way, we contribute to reducing the environmental impact that this generates.”

This initiative will be permanently present as part of the sustainability initiatives that the brand promotes among its institutional values. Additionally, Carulla has invited other large supermarket chains in the country and the world to incorporate this initiative among their sustainability programs, to add more actors that support overcoming a common problem, such as food waste.