UNIONE ITALIANA FOOD – PASTA INDUSTRY
My Green Pasta
UNIONE ITALIANA FOOD – PASTA INDUSTRY
My Green Pasta
Italian pasta makers, a source of inspiration for a Nobel prize-winning Physicist.
With the Italian pasta makers of Unione Italiana Food, we conducted a unique study that, for the first time, demonstrated how pasta is already beyond COP26 and how, with small daily acts during cooking, we can make it even more sustainable. The new scientific evidence has generated such resonance as to capture the attention and inspire the Nobel Prize winner for Physics, Giorgio Parisi.
In a world where energy costs are constantly rising, and reducing co2 emissions is one of the major concerns, even a small gesture, such as cooking pasta, can make a difference. Our challenge is to revolutionize the way Italians cook spaghetti&co, sensitizing consumers to what they can do during preparation and make pasta even greener.
We conducted and shared with media and influencers a new scientific study, which for the first time measured the environmental impact of the main methods of pasta cooking. This research proved that with three small acts, we can drastically reduce co2 emissions and save on our bills: use the lid while the water boils, reduce the amount of water, and use passive cooking. The campaign was able to involve Nobel laureate Giorgio Parisi, who dedicated a post on his Facebook page to it, sparking a heated international debate.
Awards
Best PR campaign Mediterranean area
Gold Award Media Relations & Stakeholder engagment category
Industry Award Food & Beverage category
