Although shoppers enthusiastically buy Girolomoni pasta for its organic certification, awareness of the origin and importance of seeds is virtually non-existent in today’s market.
Explaining the technical and environmental value of seed selection represents a massive communication challenge, as everyday buyers do not readily associate seed genetics with a direct personal benefit or the health of the earth.
To overcome this barrier without creating confusion with its traditional pasta lines, the Living Lab is designing Bio-Breeding Evangelism – an entirely new narrative strategy alongside university experts from UNI Kassel and UNIVPM. Through focus groups and market research, they investigate consumer perceptions to shape a clear, transparent language that aligns with green claims regulations.
The final concept is tested directly with Solidarity Purchasing Groups, building a distinct brand identity that justifies a premium price and champions food sovereignty against major conventional seed corporations.
