🍍 How Ananas Anam turned pineapple waste into new products
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Hey friend – Rob here. Let's talk about Ananas Anam today. They won Bronze at the Cannes Lions Creative Effectiveness with this one. It's about how you turn waste into something that can be wonderful, by being useful. Give yourself 5 minutes, that's how long this is gonna take. Let's go! How Ananas Anam turned pineapple waste into new products😨 Problem Dole is one of the world's largest pineapple producers. But they were facing significant waste from pineapple leaves after harvest. For every ton of packaged pineapples, three tons of leaves were wasted, often left to rot in landfills. This waste produced methane emissions 28 to 34 times more harmful than CO2. And they needed to find a way to achieve zero fruit loss from operations by 2025. 🤔 Solution Dole partnered with Ananas Anam, a specialist in creating sustainable textiles. They developed and expanded Piñatex, a sustainable textile alternative to leather. Piñatex is made from pineapple leaf fibres, transforming agricultural waste into a valuable commodity. The manufacturing process uses no water, land, or fertilisers, and produces no plastic or residual waste. They then encouraged industries like fashion, automotive and design to adopt it. To do this, they partnered with high-profile brands, particularly in fashion. Nike, for example, created a "Happy Pineapple" trainer collection, which caught the attention of other brands.
By using no water, land or fertiliser, and containing no plastic, they earned all the important certifications. PETA. The Vegan Society. REACH (Registration, Evaluation, Authorisation and Restriction of Chemicals) compliance. This made them even more attractive and credible among other brand partners. It led to them presenting the project at the United Nations. They recognised it as a world-class example of sustainable development. All of this born out of intelligent product thinking (which let's not forget is one of the crucial Ps in marketing!). Combined with savvy partnerships. Piñatex started being seen as a reliable and scalable alternative to traditional production materials. So, how did it work? 🤩 Results Campaign:
Brand:
Business:
Not too bad for some clever bit of circular economy thinking, yeah? That's all for now. Don't forget to join our private group. Appreciate your attention, Rob
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Salmon Theory, by Rob Estreitinho
Helping savvy strategists swim upstream.
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