by Eleonora Anello
Sfusato Amalfitan lemon, Tonda Gentile hazelnut, Leonforte peach, pistachio from Bronte, said goodbye to the plastic. The so famous as delicious Grom ice cream can be distinguished not only for the genuineness of the ingredients used but also for its ecological choices in favour of the environment. By partnering with Novamont, manufacturer leader of Mater-Bi, spoons, cups, garbage bags and shopping bags are completely biodegradable.
Since 2003, when it opened its first ice cream shop in Turin city centre (Italy), Grom has immediately focused on creating a strong image without anything to envy the big international brands catering, adopting a suggestive slogan, “Il gelato come una volta” (“The ice cream as once”). The long queues, 15 to 20 meters, have not had to wait and have become a defining characteristic.
In this great work of communication, the Grom brand has not forgotten the passion for the environment by taking a structured company credo: "Grom Loves World". The green philosophy was entrusted to the media and announced in each store through material skilfully exposed. So the consumer, while patiently waiting their turn, may learn that in addition to the active separate waste collection in stores around the world (New York, Paris, Tokyo are only a few examples), to the ingredients from organic crops respectful of the nature times, to the use of paper produced from forests managed in a responsible manner, to the transports at low CO2 emissions for logistics, today, Grom bans the plastic in favour of an innovative material produced from cornstarch and vegetable oils.
«The collaboration with Grom is a further proof that thanks to the choices you can implement innovative systems oriented to economical and environmental sustainability and to waste reduction disseminating information and culture to the citizens who develop a greater awareness of environmental safeguarding» said the CEO of Novamont, Catia Bastioli.
«Grom Loves World is not an environmental communications campaign but the mere attempt of a company to be modern - precised Guido Martinetti, entrepreneur that likes to call “farmer ice cream man” and owner of the company along with Federico Grom – The change of the polluting plastics for the Materbi was a practical choice as we considered the material that best suits our needs. So we invested in the exclusive moulds of spoons, big and small, thanks to the contribution of the designer Giulio Iacchetti. We consider our own shops an opportunity to make communication, a type of communication consistent with our actions and mainly related to transparency».
Cone or cup? We recommend that the cone: it is zero waste!
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