(Adnkronos) - “Futuro Fiorito è volto a lavorare su uno dei nostri asset fondamentali, la sostenibilità. Abbiamo scelto un’edicola per il richiamo semantico: è il luogo dell’informazione e nell’antichità rappresentava un tempio. Vogliamo quindi celebrare la biodiversità in tutto il suo splendore e la sua forza”. È quanto affermato da Marco Miglioranza, Head of Marketing Findus, in occasione del lancio del progetto “Futuro Fiorito”, che dal 24 al 28 settembre trasforma l’edicola di Piazza XXIV Maggio di Milano in un laboratorio in fiore ricco di attività e workshop per educare le persone di tutte le età alla salvaguardia del Pianeta e delle sue specie ed aumentare la consapevolezza sulla biodiversità.
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00:00The project Futuro Fiorito is focused on one of our fundamental assets, which is the theme of sustainability.
00:13Within it, we have a series of initiatives, initiatives based on the production part,
00:20i.e. sustainable agriculture practices, to reach more than 90% as we are already at the moment,
00:27from the point of view of certified volumes at the plant level, with FSI-SAI certification,
00:33obviously with more challenging goals, so to reach 100% by 2025,
00:37so it is a path that is continuing from our point of view.
00:40We also reason in the logic of biodiversity as a focus within sustainability
00:45and this initiative is aimed at telling and sensitizing consumers,
00:51so people who want to participate in these workshops that will last all week,
00:55to tell what are the impacts of the operations that we can do from the point of view of biodiversity protection,
01:02clearly at the level of fauna and flora, what are the impacts of climate change
01:06and how we can act, and what we obviously do as an industry,
01:10to try to minimize the impacts from this point of view
01:13and even, from where possible, to try to promote the benefits of biodiversity.
01:17Why do we choose an edicola?
01:19Because the edicola has two, let's say, appeals from a semantic point of view,
01:24the first of all, of course, is the place of information,
01:27so we find it interesting to transfer a concept of information,
01:31because from our point of view it is never too much,
01:34especially on this topic that is quite current, that of biodiversity,
01:37and obviously also the ancient meaning of the edicola.
01:40The edicola was a temple, a celebratory element,
01:43so we also want to celebrate biodiversity in all its splendor and strength.