Tasty Italian campaign to promote sustainable food production
IKEA and WWF Italy launched a campaign to promote sustainable food production on World Earth Day, April 22. Customers visiting IKEA restaurants on weekends can purchase pasta dishes made from Terre dell’Oasi (Lands of the Oasis) products to support WWF’s work in several agricultural regions in Italy. At the launch, WWF also had information points set up in all IKEA stores in Italy to educate customers on sustainable food.
Terre dell'Oasi is a collaboration between WWF and the cooperative federation Legacoop. The aim is to promote the protection of agro-diversity and agricultural landscapes through the use of sustainable (mainly organic) farming systems and the direct sale of products. Products include vegetables, cheeses, pasta and salt and sales revenues are invested in conservation projects in the protected areas.
The restaurant campaign runs until the end of July, but IKEA has expressed an interest in continuing throughout 2012-2013.