Sustainability for Private Label partners 2021 by Edizioni DM Srl

SPECIAL

March 2021

Sustainability for

PRIVATE LABEL partners

ASDOMAR, “Quality and Respect” ADVERTISING

A claim that is also the vision of the strategy.

Generale Conserve ASDOMAR products, arise from the capability to offer to the consumer the highest quality from all points of view: raw materials, processing, presentation and taste, with a concrete commitment to protect the well-being of workers and sustainability. Canned tuna is a simple product, however the most important raw material that composes it is really precious. Two are the species mainly used by world industry: Yellowfin (Thunnus albacares) and Skipjack (Katsuwonus pelamis). Both are wild species and not reproducible on acquaculture farm. In particular, the Yellowfin tuna is a species that, over the years, has been the subject of increasing fishing efforts, not always monitored and regulated correctly, especially in past decades . A sustainable approach to business must translate into

a concrete commitment to the correct management of the fish resource to guarantee the future of production. Generale Conserve ASDOMAR combines to this a scrupulous attention to the employees, those who determine the success of the company and the products. The assets of Generale Conserve is constituted exactly by men and women with their passion and experience daily contribute to the growth of the quality and success of the products. The production of canned tuna may seem simple, it

involves very few ingredients (only tuna, olive oil and salt), with a steam cooking phase. On the contrary, the recipe for obtaining a certain type of product hides a real culinary art. The Tuna that arrives on the consumer’s table a has a really long and complex history behind it, that involves nature and people, covers an extraordinarily long journey that manufacturers have the honor and the obligation to tell.

PLM SPECIAL - SUMMARY

Sustainability conquers private label

Strictly eco-friendly innovative packaging

Traceability of the supply chain more at the core

Towards a circular economy

PLMagazine special March 2021 Monthly supplement of Distribuzione Moderna magazine, a media outlet registered with the Court of Milan Registration No. 52 of 30 January 2007

Edited by Claudia Scorza

Editor-in-chief Armando Brescia

Editor Edizioni DM Srl - Via A. Costa 2 20131 Milan VAT No. 08954140961

Managing editor Maria Teresa Manuelli

Creative Director Silvia Ballarin

Contact Phone 02/20480344 redazionedm@edizionidm.it

Advertising Sales office: commerciale@edizionidm.it Phone: 02/20480344

There is no guarantee that we will publish the original versions or any part of submissions (texts, articles, news, images, data, charts, research, etc.) sent by authors outside the Editorial Board. Submissions may, however, be published in a revised form for editorial reasons. It should also be noted that sending a submission constitutes an automatic authorisation by Edizioni DM Srl to publish it free of charge in all its publications.

PLM SPECIAL - INTRODUCTION

Sustainability conquers private label

ustainability is an increasingly relevant subject in large-scale consumption. In fact, green production and consumption occupy a prominent place, not only in consumers’, but also in producers’ and distributors’ scale of values. The greater attention to sustainable products and the propensity of shoppers to pay more for the purchase of eco-friendly references have driven companies and retailers to be among the most active players of this green trend, by taking concrete and measurable actions, also when speaking of private labels. The webinar organized by DM Edition, “Private Label towards the challenge of sustainability”, on the occasion of the lunch of PLM, the first magazine in Italy dedicated to Private Label, highlighted the great dynamism that characterizes the lines of Private Label on the front of sustainability. Indeed, Private Label is a sector that recorded 10.8 billion of turnover in 2019 in Italy and whose development, in the last 16 years, has accounted for 80% of the growth achieved by the industry. The vitality of this sector was also analyzed during the 8th edition of Osservatorio Immagino, provided by GS1 Italy in collaboration with Nielsen.

PLM SPECIAL - INTRODUCTION

According to the latter, in 2020 sustainability conquered private labels, thus boosting sales. Within one year, in fact, private label products with at least one sustainability claim on packages were 6,407: in 12 months their sales grew to +10.2%, exceeding 1.7 billion euros. Despite this above-the-average trend, in the private label reference basket, the incidence of sustainable products is still low because their share of turnover stops at 22.8%, compared to 24.4% held by green products on the total of packaged consumer goods.

OLEIFICIO ZUCCHI: INFORMAZIONE PUBBLICITARIA

SUSTAINABILITY AND TRACEABILITY AT THE CUSTOMER’S SERVICE Sustainability, a focus on environmental impact and consumer transparency are becomingly more and more strategic differentiation factors for Private Labels. Oleificio Zucchi, the historic olive and seed oil producer from Cremona, Italy that has been supplying Private Label customers for over 70 years, has based its business model on these key principles.

Thanks to the expertise in supply chain traceability and sustainability developed for the Zucchi brand, the company is now able to offer Private Label customers a range of extra virgin olives oils traced from field to table, from either 100% Italian or

EU supply chains. Through traceability, also available for the 100% Italian seed oil range, Private Label consumers can discover the origin of the raw materials in the oils they buy, via the batch number on the bottle. At Oleificio Zucchi, a dedicated team is at Private Label customers’ services to design the product in every phase, offering flexibility and diversified solutions for all needs, environment-friendly also in packaging: for example the use of recycled PET in bottle composition, or of grass paper labels. Product quality and safety are supported by investments in the plants: 11 production lines providing output capacity of 1.5 mil

litres/day of packaged product, and a seed oil refinery with a capacity of about 500 tons/day of refined product. The crowning glory is an Oil Cellar, one of Italy’s largest EVO oil storage facilities in Italy, at controlled temperature, with capacity of 5,940 tonnes. The safety and quality of both own brand and Private Label products are guaranteed by raw material selection and by the analyses performed during the various processing steps (about 37,000 analyses in 2019), not to mention the Oil Tasting Room, opened in 2020, which enables the Oleificio Zucchi blendmasters to constantly guarantee a controlled, high quality product.

PLM SPECIAL- INTRODUCTION

Green private labels are growing

ithin the analysis of Osservatorio Immagino, composed of 115 thousand consumer products - equivalent to 82.1% of the turnover recorded by Italian hypermarkets and supermarkets - the most significant reference basket of private labels with sustainable values reported on their labels is the one with references from sustainable agriculture or farming, with 32.6% of incidence on the total sales of the “green” private label. With an annual growth in value of +12.3%, the sales of these products exceeded 870 million euros. The most significant increases in value were obtained by the ‘antibiotic-free’ claims (+198.9%), whereas ‘100% natural ingredients’ references recorded very positive trends (+26.4%), ‘supply chain/ traceability’ (+18.7%) and organic/Eu Organic certified (+10.1%). The second basket by incidence is that of the 1,312 references obtained by respecting social responsibility (22.3% of turnover), with an annual growth of +13.5% and 572 million euros of sell-out in hypermarkets and supermarkets. It is the FSC (Forest Management Certification) that drives this segment (+14.0% of annual sales), followed by Fairtrade (+7.0%) and

PLM SPECIAL - INTRODUCTION

Sustainability is a priority for 80% of retailers The survey carried out by The European House - Ambrosetti for MarcabyBolognaFiere 2021 highlights that the transition towards sustainable production and consumption pattern is considered a strategic priority by more than 80% of retailers and of Private Label partner companies that have made or have planned to make specific investments in the next three years. Private Label explains 78% of the food industry growth in the domestic market in the last 17 years. Thanks to its privileged relationship with the society, the consumer and the related supply chain - says Valerio De Molli, Managing Partner & CEO of The European House - Ambrosetti - Private Label is one of the few economic industries that is involved in all the 17 Sustainable Development Goals of 2030 Agenda of the United Nations and in 71 out of its relevant 169 targets. Private Label, even more in 2020, has become a key leverage for the establishment of a new model of Society that puts the wellbeing of the individual wellbeing at the center.

PLM SPECIAL - INTRODUCTION

Utz (+104.0%), although the latter is limited to a small number of products on the shelf. Next comes the reference basket related to the sustainable management of resources (12.1% of turnover): with 2,057 private label products, retailers exceeded 571 million euros in sales (+6.3% annually). Among the indications with the most relevant increases there are ‘compostable’- (+35.1%), ‘biodegradable’ (+26.5%), lower use of plastic in packaging (+43.1%) and waste reduction (+14.3%). Positive trend also for personal care and home care products that show vegetable’ ‘ingredients and no ‘phosphates’ (+14%). Last, the reference basket that relates to the respect for animals closes (7.1%): the 80 private-labelled products with a claim on sustainable fishing techniques or non-use of animal testing on the packaging grew by +5.3% over the 12 months analyzed. References to Friend of the sea and Cruelty free achieved 30 million of sell-out, mostly in the grocery sector. In the following pages we have collected the accounts of some companies that have turned their sustainable approach into their strength also in private label, offering to the consumer, who is increasingly conscious, a tangible and precise response to the growing demand for attention to sustainability. t 7

PLM SPECIAL - TRACEABILITY

Traceability of the supply chain more and more central

ttention to the origins of raw materials, sustainability in production, traceability and guaranteed safety of controlled and certified supply chains are the key in consumers’ buying decisions. Nowadays, shoppers are more and more responsible and attentive to the products they put in their trolley, and often go beyond the simple choice of a sustainable product, demanding loyalty, credibility, strict control and respect for the environment and the worker.

A TRACEABILITY THAT ENHANCES THE EXCELLENCES OF THE TERRITORY TreValli Cooperlat has always cared for the environment. TreValli Cooperlat aims to enhance the excellencies of the territory where it operates. «The company - clarifies Andrea Alfieri, Marketing Manager of Trevalli Cooperlat - controls all the milk supply chain, from farm to table, ensuring safety and transparency in every step. A perfect example is our High Quality fresh milk Trevalli QM (Quality Guaranteed by Marche region): on the website www.latteqm.it you can get all the information on the supply chain traceability. This reference is treated at more delicate temperatures compared to the classic method and, for this reason, it meets specific composition, hygiene and sanitary parameters established by law. The bottles of High Quality fresh milk with Qualità Marche brand, released by Marche region, contain milk produced according to precise regulations that pro8

PLM SPECIAL - TRACEABILITY

vide for a greater ethical qualitative commitment by all the actors of the supply chain». The public authority of control Assam, Agency for Agro-food Sector Services of the Marche region, certifies the virtuous behavior of the actors of the supply chain, whereas consumers can see the traceability of the product by referring to the expiry date on the bottle.

THE ADDED VALUE OF THE SUPPLY CHAIN SYSTEM The short and controlled supply chain of Inalpi milk is a complete sustainable model because it includes multiple aspects and fields of intervention. «The supply chain system - declares the dairy company - is based on fair and transparent relationships, aimed at increasing sustainability throughout the promotion of a long-lasting growth of the territory. A constant commitment that creates jobs regulated by transparent contracts that honor worker’s rights and legality. In fact, the supply chain is based on a protocol, signed by every party, whose five most important pillars value quality raw materials produced, animal wellbeing, environmental impact, agriculture and respect for human and workers’ rights.» With a 2021-2025 investment plan of more than 140 million euros, the 9

IT PRESERVES

new

THE WHEAT GERM NATURALLY PRESENT IN THE GRAIN

SLOWLY MILLED

NATURALLY RICH IN FIBRES

BRONZE DRAWN THE ONLY PASTA PRODUCED WITH 100% APULIAN WHEAT THANKS TO A SHORT PRODUCTION CHAIN Thanks to an accurate production process and the use of slow drying methods at low temperatures, Granoro produces a wholemeal pasta which keeps the typical flavour of wheat and a nutritionally complete profile.

granorodedicato.it

PLM SPECIAL - TRACEABILITY

company will carry out a set of extremely important interventions also in terms of sustainability, such as the protection of water resources, through the recovery and reuse of waters, and the production of sustainable energies, thanks to modern implants with low environmental impact. A complex and structured path that will bring Inalpi to Carbon and Water Footprint certification.

SUPPLY CHAIN TRACED FROM FARM TO FORK A cereal supply chain certified and traced from farm to fork on behalf of Granoro, an Apulian company that aims to drastically reduce the environmental impact of production processes in favor of local agriculture. Today, ‘Dedicato’ supply chain gathers more than 340 farms, produces about 20 thousand tons of high quality durum wheat entirely cultivated in Apulia, from which it develops about 15 thousand tons of semolina and about 12 thousand tons of pasta every year. To support farmers in their work, the company offers technical assistance in the fields and ensures a guaranteed minimum price as well as bonuses based on the protein level, which must be at least 14%-14.5%. «Granoro “Dedicato” supply chain - explains Giorgio Acconciaioco, Italy Sales Manager of Granoro - supports the set-aside in agriculture and offers to the consumers, pasta made only with sun-ripened durum wheat of Apulia. Furthermore, Dedicato and Whole Dedicato lines are certified pesticide and glyphosate free. Our commitment also translates into the development of new organic lines that fully respect nature».t

A full commitment

ranoro investments in the sustainable industry embrace different areas. The commitment of the Apulian company, in fact, is reflected in the choice of recyclable packaging with a low percentage of plastic, the use of electric energy from renewable sources, and the adoption of a new recently tested co-trigeneration implant. «Granoro - underlines Giorgio Acconciaioco - is committed to reduce road transports by 20% in favor of rail transports, by also investing in the energy efficiency of the production lines and in the creation of an automatic self-supporting warehouse with lower energy consumption compared to a traditional one».

PLM SPECIAL - PACKAGING

Strictly eco-friendly innovative packaging

ackaging has gradually lost its simple role of wrapping and has, instead, become an important element, as much as the product that the consumer buys. Companies and distributors are therefore called to be effectively committed to adopting innovative solutions for replacing the most polluting packaging with eco-sustainable and recyclable materials, while ensuring product integrity and safety. As for private labelling, in addition to being Planet-friendly, this ‘green’ approach strengthens shoppers’ trust and bond with the retailer that adopts private-labelled sustainable packaging, as well as, increasing its perceived value.

ABOVE ALL, INNOVATION Sustainability is a central theme for La Doria’s organizational culture, and this translates into concrete economic, social and environmental results, as well as special attention to packaging innovation. “Over the past year -explains Giuseppe Tammaro, Sales Director for La Doria Italia- innovation on packaging has aimed at reducing the use of fossil fuel-derived plastic in both primary and secondary packaging. In general, we have worked to reduce the use of plastic in the secondary packaging of all our products, eliminating as much as possible the Trb wrapping from trays. As far as primary packaging is concerned, in the fruit juice segment, we have implemented the transition to a new polycoupled carton for the 200 ml format, partly made from a plastic of vegetable origin obtained from sugar cane. 12

PLM SPECIAL - PACKAGING

Also in the fruit juice segment, we are now replacing plastic with paper straws for all 200 ml cartons. Moreover, by 2021 we will switch to the use of R-Pet bottles, made from 50% recycled plastic.”

A 100% SUSTAINABLE CHOICE Using ‘green’ packaging is even more important when the product inside the wrapping is completely sustainable. This is the case of Bia, world leader in the production of organic cous cous with its core business focused on third parties. “Our company - says Marco Foscoli, Chief Operating Off icer of Bia - has built its industrial development by investing in some unique characteristics of cous cous, among which, its intrinsic 100% sustainability. Simple and quick to make at home, it saves some of the most important resources of this age: time, water and energy. Also combining taste and attention to the environment, cous cous is a modern ingredient. All Bia Cous Cous are natural, preservative or thickener free and made with only two ingredients: cereal/legume flour and water. To offer more eco-friendly references, the company is also focusing on packs, which are all made of virgin fiber paper. In addition, where windowed, plastic packs are gradually being replaced with materials of vegetable origin, completely recyclable with paper.” 13

ADVERTISING

FOR ANDRIANI, SUSTAINABILITY BEGINS WITH AWARENESS Catapulted to the top of the innovation food industry by its Research & Development investments, Andriani S.p.A. Benefit Corporation created a healthy and tasty pasta made of organic, naturally gluten-free ingredients, such as pulses and grains. It is the company’s virtuous and sustainable actions, however, of which pasta Felicia is a key product, that have led the entire supply chain by example. Andriani S.p.A - now Benefit Corporation - set out to create, distribute and collect value through practical actions designed to safeguard the wellbeing of people and the environment. An example is the sustainable Legume Supply Chain, launched in 2017 and now extending over 5,000 hectares between the regions of Apulia and Basilicata in southern Italy. Harvested pulses (red, yellow and black lentils, chickpeas, green peas and Mung beans) are selected and ground in the Andriani Multigrain Mill for

use in the production of Felicia pastas, manufactured in one of Europe’s largest 100% allergen-free production plants. The Supply Chain project will not only safeguard the soil and environment, but also improve biodiversity while ensuring food safety and quality. With their mineral, vitamin, protein and fibre content, pulses are critical for a healthy diet, and their consumption is recommended by the Council for Research and Analysis of Farming and Agriculture Economics (CREA). In order to promote gre-

ater consumer awareness of the importance of a balanced diet, all information on the supply chain and its products will soon be digitalised, in line with the Food Trust Programme. For future generations, Andriani Educational has developed a food education module and is about to launch a Diversity & Inclusion pilot project for teenagers: by sharing with their peers, they will boost their ability to choose food for a balanced diet.

PLM SPECIAL - PACKAGING

ECOLOGICAL MATERIALS AND PACKAGING Uragme largely relies on the use of raw materials and components with a more ecological approach, favoring solutions with relevant percentages of recycled plastic and use of recyclable cardboard over ‘native’ plastics. The same packaging, initially in plastic, has later been turned into cardboard. “In terms of the product- the company points out - we were among the first in Italy to include recycled plastic in shaving products with percentages of recycled plastic slightly over 90%. Thanks to cutting-edge technology, we have been able to make products with the two-component handle more sustainable. Moreover, we offer systems with cork handles, a material with no environmental impact, waterproof and mold and bacteria resistant. On the other hand, to minimize the number of parts that need to be replaced and reduce waste, in the oral hygiene segment, we offer toothbrushes with up to 100% recycled plastic handles, others with replacement heads, as well as bamboo toothbrushes with a 100% compostable structure.”

STAY-FRESH GREEN PACKAGING Esseoquattro, in line with its green philosophy, has made a commitment to consumers: to make its packaging more and more environmentally friendly, while maintaining their high preservation performance of fresh food. The R&D department of the company has therefore worked on supports, inks and print coverage and has created the Eco Packaging System, a space-saving, multipurpose and reusable, stay-fresh packaging system with recyclable paper.” Currently, this packaging method - explains Silvia Ortolani, Esseoquattro Sales Manager - includes three supports: wrappers and Be Green Ideabrill freshness-saving bags and Be Green Oléane grease-proof bags, which can be combined in two different solutions, depending on the specific needs of the point of sale. Our R&D department is constantly working to improve all other product lines as well. We want food packaging to be more and more eco-sustainable, without forgetting that modern consumers demand additional functionality and excellent levels of quality from bags, elements that should never be overlooked.”

ADVERTISING

Uragme expands the line Puro by Forhans with natural products made in Italy

With 70 years’ experience in the field of hygiene and personal care, Uragme has dominated the market, dealing with the distribution of international and proprietary brands such as Forhans, constantly riding consumption trends according to customers’ needs. Following the ever-increasing interest in the naturalness of products, and after the successful launch in 2018 of the ‘multisensory’ toothpaste line under the brand PURO by Forhans, the company has expanded the product lines under the same brand to the market segments of body and hair care, as well as, to that of food supplements.

The Personal Care line Puro by Forhans has now sixteen references, divided into three distinct lines: ‘Zero Senza % delicato’ purifying and revitalizing Charcoal and Ginger; moisturizing and nourishing Aloe and Baobab. Consisting of 98% natural raw materials and non chemically treated active ingredients, dermatologically tested, certified AIAB (Bio) and Cruelty Free, the products are all paraben, petroleum, alcohol, silicon and dye free.

PURO by Forhans food supplements are characterized by the extract of Baobab fruit, superfood with purifying, and digestive properties that strengthen the immune system. Seven references are available, four based on Aloe Vera, both in disposable format and in one-liter packages, a 5-Actions Draining, a Multivitamin and a Magnesium & Potassium, available respectively in buccal sticks and single-dose sachets. The products are GMO, gluten, dye and lactose free. The brand PURO by Forhans is made in Italy using raw materials of excellence and low environmental impact processing.

PLM SPECIAL - PACKAGING

LOW IMPACT PACKAGING SOLUTIONS Oleificio Zucchi pays great attention to the sustainability of the packaging of its products. “Our expertise in packaging and control over the production chain of PET bottles - says Manuel Sirgiovanni, Director of the Oleificio Zucchi consumer division - allow us to offer solutions aimed at a lower environmental impact. We have the advantage of being the producers of the PET bottles we supply. In this way we can use recycled PET in the composition of the bottle or design and manufacture lighter containers in order to reduce the use of plastic. On the other hand, as far as glass packaging is concerned, in order to decrease the use of natural raw materials and increase energy savings in all phases of glass production, we use bottles with a guaranteed minimum percentage of 70% recycled glass, with a dark color.” The latest innovation in the field of labels, also available for private-labelled products, is the grass paper label. In fact, thanks to its high percentage of grass in the mix, it has lower cellulose, thus reducing the impact on trees and energy for production and transport.t

From waste to buy-product

leificio Zucchi is on the front line to improve its impact on the environment. Transport by rail with consequent reduction of CO2 emissions, a trigeneration plant that allows to produce 90% of the electricity needs and waste disposal with a treatment aimed at recovery, are just some of the sustainable goals included in the 2019 Sustainability Report.”In this perspective of circular economy - explains Manuel Sirgiovanni - the company is currently strengthening a project concerning the by-products from the refining process: the spent bleaching earth, from waste, becomes a by-product and is used in the production of bricks. In addition, together with the Politecnico di Milano, Oleificio Zucchi has completed the Soave project (Seed and Vegetable Oils Active Valorization through Enzymes) for the development of new sustainable chemoenzymatic processes that generate by-products with high added value for the pharmaceutical industry.”

PLM SPECIAL - CIRCULAR ECONOMY

Towards a circular economy

n light of the now unsustainable exploitation of the Planet, a virtuous circle of circular economy may be a strategic ally in addressing issues related to resource scarcity and waste management. Many Italian companies have opted for this approach, concentrating their investments on environmental sustainability, technological innovation, energy efficiency, and the use of renewable sources. By doing so, companies create a planned economic system aimed at reusing materials in subsequent production cycles, thus minimizing waste.

INCREASINGLY SUSTAINABLE OPEN INNOVATION The path towards Carbon Neutrality undertaken by Andriani, the result of a mix of direct and indirect interventions, envisages complex investments in the circular economy, also in view of innovation. “In this direction - says Michele Andriani, Pres ident and CEO of Andriani - the process involves the production of biogas from biomass anaerobic fermentation, a mixture that, through an upgrading process, is turned into biomethane. The resulting substances are reused according to their characteristics: digestate as a fertilizer for the legume chain of which Andriani is the leader, while biomethane, in liquid form, as fuel for the transport of goods. In addition, the CO2 recovered, the wash water of the dies and some production waste are reused to produce spirulina, intended for the development of new functional food products, such as pasta.”

A virtuous path towards B-Corp certification

nnovation in the food sector and pasta made with organic and naturally gluten-free raw materials, under the Felicia brand, are what makes Andriani a driving force of sustainability awareness throughout the supply chain. Endorsing the United Nations Global Compact, the company has integrated the principles of the Global Compact in the entire business management, relating all its activities to the UN Sustainable Development Goals.” The conversion into a Benefit Company - remarks Michele Andriani - with the aim of soon being certified as a B-Corp, is itself a precise declaration of intent, as well as a profound evolution in our approach to business that sets off the pursuit, not only of profit, but also of a common benefit”.

Distribuzione Moderna. Retail in real time. The first online newspaper for suppliers and retailers.

www.distribuzionemoderna.info

PLM SPECIAL - CIRCULAR ECONOMY

Certified supply of raw materials

enerale Conserve pays great attention to raw material procurement, whose supply chain is verified from start to finish: “All the raw materials used - explains Simona Mesciulam -, in terms of fishing sustainability, are guaranteed by Friend of the Sea and satisfy very rigorous selection criteria. Tuna is only accepted if it comes from suitable fishing areas, meets the strict certification criteria for the long-term sustainability of fish stocks and is fished using selective methods that do not impact the sea bed”.

ZERO WASTE CIRCULAR ECONOMY The products offered by Generale Conserve, sustainable in terms of supply chain, values, controls and quality, are also the result of a “Zero Waste” circular economy process. The efficiency of the production process optimizes the use of raw materials, while a plant for the production of fish meal for zootechnics allows

Asdomar to produce tuna with no processing waste: the “Zero Waste” tuna. “ The tuna industry,” says Simona Mes ciulam, Mark eting Director of Generale Cons er ve, “generates more than 50% waste from processing, which is normally dumped in landfills. Generale Conserve reuses 100% of this waste for the production of animal feed, thus creating significant value in the circular economy.”

THE IMPORTANCE OF INVESTING IN CORPORATE CIRCULARITY Icefor, a historic company operating in the detergent industry, has always been oriented not only towards the search for effective products, but also towards sustainability, striving to safeguard users’ health and reduce the environmental impact. “ The certifications we hold - states Sergio Antoniuzzi, President of Icefor - in particular Iso 14001, Aise Charter, Ecolabel and the recognition of Legambiente, are an absolute guarantee that the entire production cycle adopted by the company is aimed at protecting the environment. Icefor has also participated as a case study in the C.E.R.C.A. 2 -Circular Economy as a Competitive Resource for Companies- a research project promoted by Assolombarda with the support of the Green Research Center of Bocconi University. In the project, a tool that measured corporate circularity showed that Icefor’s corporate performance was 11 percentage points higher than the national average; this was mainly due to the dematerialization of packaging and the introduction of a second raw material, that of recycled plastic”.t