In its latest attempt to help put consumers' interests first, and that of farmers, it sold products in a 'black market' type fashion that are technically deemed 'illegal' by certain laws to highlight the strict regulation that keeps "97% - 2 million farmers' seed varieties" of cereals, vegetables and fruits out of supermarkets. Likely something most consumers are not aware of.
It even launched the campaign with an 'illegal dinner' that put the chain at risk for hefty fines. Its efforts even resulted in policy change.
In times like these where consumers are not only unaware of many issues, but also feel helpless to change them, its great to have big brands who use their scale and standing to fight for its consumers, putting their interests first, and take the lead in making change on their behalf.
Learn more about the campaign and watch a video here.
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