In a context in which attention to responsible consumption is constantly growing, the Apaq-W (Walloon Agency for the Promotion of Quality Agriculture) together with the Air Agency has launched a new innovative campaign to promote the concept of food short circuit.
This initiative aims to change the common perception that purchasing local products is difficult, expensive or complicateddemonstrating instead that it is an option within everyone’s reach, as well as advantageous from several points of view.
The concept of food short circuit is based on purchasing directly from local producers or through shops that support local farmers and artisanseliminating intermediaries and favoring fresh, quality and zero kilometer products.
However, a recent study revealed that 87% of Francophones want to increase their purchases from short supply chains, but many believe that . Precisely for this reason the new campaign aims to debunk these erroneous beliefs.
The app allows you to easily find fresh products near you
A central element of the strategy is the jecuisinelocal.be mobile applicationavailable on iOS and Android. With over 1,165 geolocated local producers, the app allows consumers to easily find fresh products near themfacilitating access to short circuits and demonstrating that supporting the local economy is simpler than you think. In just a few steps, the user can locate local producers and shopsreducing your environmental impact and enjoying seasonal products.
The campaign, entitled “Don’t look far to eat well”, takes advantage of the visual codes of Google Street Viewto suggest that local produce is literally at your fingertips. The goal is to make people perceive the ease with which you can opt for the food short circuit. Through television and radio commercials and posters, the initiative aims to raise public awareness about benefits of this mode of consumptionnot only for the consumer himself, but also for environmental sustainability and the local economy.
Furthermore the campaign provides the constant updating of visuals and messages throughout the yearto highlight seasonal products and keep attention high on the importance of local consumption. Choosing short circuit becomes a tangible way to support local producers and contribute to a more sustainable economy: do it too!
