Pop-up supermarket ‘SUPERmarkt’ sells exclusively brands with a ‘mission’
The supermarket offering is dominated by a handful of large international food manufacturers. More than ninety percent of food products are made by roughly ten major international players. And that can be done differently, believes a collective of smaller food brands. More than forty leading food start-ups are joining forces and are now opening a temporary pop-up supermarket featuring exclusively products for a better world.
The aim of this playful campaign is to make room on supermarket shelves for these young brands with a mission, replacing established brands. It also seeks to draw attention to environmental issues and social injustices in the world of food. More than one-third of all CO2 emissions caused by human activity are attributable to the food industry, according to recent extensive research by the European Commission.
Alternatives
The campaign’s creators state that there is now a better alternative for every ‘established’ product. By consciously filling your basket with brands that aim to make a positive impact, you can contribute to a better world without much effort.
Mister Kitchen and more
The initiators of this so-called Changemakers campaign are the founders of Stunt, makers of banana bread made from bananas that would otherwise have gone to waste. Moyee is also taking part, a coffee brand committed to coffee without the aftertaste of an unfair distribution of coffee revenues. Mister Kitchen is participating too, with Mister Kitchen peanut butter, made without palm oil and helping to combat rainforest deforestation.
Other familiar names include Fish Tales, fish without irresponsible bycatch, sourced from small fishing communities around the world, and Lazy Vegan, makers of vegan(n) frozen meals without animal suffering. All are food brands with different missions, but they share the same goal: making the world a little better and making supermarket shelves more diverse.
Gamechangers
The pop-up supermarket is part of a nationwide campaign featuring, among other things, billboards contrasting the established brands with the young, up-and-coming brands.
SUPERmarkt is located at Herenstraat 12 in Amsterdam, from 3 to 19 September.
An overview of all participating brands can be found at www.wechangethegame.nl.
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