In in-store merchandising for dry fruits and nuts, the common belief is that unless you display products in a transparent plastic container, you won’t be able to sell. “Consumers do not buy on the basis of reputation, and they want to see the product.” This seems to be an immutable rule.
This rationale does not integrate growing sustainability concerns among the population and the aberration in packing a healthy and natural product in a non-sustainable material such as plastic. EvoCup offers a solution that reduces plastic usage by 75 % versus traditional plastic containers. It keeps the hygiene and ease-of-use characteristics and allows producers to build brand visibility in a cluttered supermarket environment. In a sense, the Innovation Contest award (category In-Store innovation) received by the company La Madia during the innovation Forum recognizes that it requires courage today to build a brand, and only with bold initiatives and quality products can it be noticed.
