POIOS EINAI TO AFENTIKO? (PETA) believe that consumers have a moral right to know what we consume, where and how each product is produced and to express our opinion. They seek to know how and to whom every euro consumers invest is distributed, from the producer’s farm to the store shelf, until consumers add it in their basket. PETA wants to know that the money it invests by buying a product is enough for its producer to survive. But even further, PETA want to know how their own choices can positively affect our health, the development of the agricultural sector, and sustainability in all its three pillars: the environment, the economy and the society. For all the above reasons, consumers have decided to get actively involved and to create its own brand through this collective initiative. PETA allows consumers to design with transparency their products through crowdsourcing tools and applications, voting among a variety of sustainability characteristics, as well as supporting farmers and all the agrifood actors.
Role in the project:
PETA is a collective initiative, that empowers consumers through crowdsourcing tools to regain control over their food and create healthy, sustainable and fair-trade products. It is a collective business model that offers solutions and support to all the agri-food actors, added value to the products, but also transparency to consumers.