Ametller Origen is a chain of food shops that integrates agricultural production, processing and marketing under the same objective: to make a decisive contribution to improving people’s food and health.
Find opportunities for improvement in the customer’s shopping process in order to reduce the environmental impact of their shopping basket through the shopping experience.
What was done?
Once the circular metrics team had carried out the environmental validation of different scenarios, the three main lines of action of the project were designed; 1) Internal strategies with purchasing and suppliers; 2) Consumer incentives; and 3) Encouraging collaboration with responsible brands.
One of the incentives created for consumers was the generation of an incentive system within the Ametller Origen App, where the user gets points for sustainable actions such as buying in season, taking their packaging with them or buying products that are about to expire.
Among other actions, the project also included a journey map to identify opportunities for improvement in the more sustainable shopping experience, a workshop on food waste, on-site visits to 5 shops, a survey with 500 responses and a presentation of the project to Mercabarna.
Lines of action created involving different stakeholders (suppliers, users and purchasing department)
New projects (in-house sustainable packaging guide and packaging reuse project)
Indicators obtained on the environmental performance of the shopping experience
One of the outstanding opportunities of the “Buying Circular” project is the implementation of the pilot test of reusable packaging, as well as the implementation of the incentive system (“steps”) to find out the user acceptance and also the relation of the change of habits with the environmental impact.