WHAT’S ON THE MARKET
Pantaleo Young
EVO bottles designed with kids in mind Fun labels with a wide variety of illustrations. Eco-compatible bottles to package extra-virgin olive oil from organically farmed olives. The brainchild of trade and marketing specialist, Massimo Occhinegro
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round of applause for thinking up a special EVO bottle designed with kids in mind, not least because the operation is also a valid form of edutainment. The Pantaleo oil mill in Fasano di Puglia decided to work with recyclable materials as a further step in teaching respect for the environment. Labels are illustrated by Carlotta Parisi, Angelo Ruta, Valerio Marini, Adda (Adriana Adamo), and by Nicola Pantaleo himself. Some of the labels can also be coloured in by children. The 250ml bottle is a classic Marasca with a modified lip that fits a 0%-defect PE cap, super easy to open, offering minimum tear resistance and is therefore more suitable for children. Moreover, unlike aluminium caps, a PE version ensures the child will not get hurt opening the bottle. The cap has a drop-stop pourer which, once opened, makes the oil easy to pour out smoothly. This also eliminates the risk of soiling either the label or our hands when pouring the oil because the last drop returns to the bottle, hence the name of the cap. The spotlight is turned fully on the environment: once the bottle is empty, the cap detaches easily so material can be recycled using separate waste collection. Even the sleeve is in PET, a completely non-polluting material, unlike standard use PVC. Besides this, the label can be detached and reattached, for two reasons. The first is to let children colour in the black-and-white label easily, for example laid flat on a table; the
other is to encourage paper waste collection, separating it from glass and plastic. All these details can be found in the explanations printed on the booklet tied to the neck of the bottle. The first page – under the heading “Why Pantaleo Young?” – explains why Pantaleo decided to dedicate an organic oil to children; the heading “Why organic?” then explains why the company decided on extra-virgin olive oil from organic olives. The second page of the booklet explains the characteristics of packaging conceived to allow separate collection of all the materials used: glass, PET, PE, and paper. The third page explains how to recognize quality: it explains why the oil in the bottle is slightly bitter and piquant, making reference to polyphenols and all the antioxidant substances present, with their high nutritional and health value. It also mentions the health claim, accepted by the European Food Safety Authority – EFSA, that the presence of polyphenols in olive oil will help reduce oxidative stress if consumed in amounts of two 23g spoonsful per day for at least three weeks. Pantaleo Young’s declared mission is to share knowledge of good extra-virgin olive oil, motivating children to make informed food choices. If they begin as children they will continue as adolescents and adults. The educational content of the Pantaleo Young line is thus complete and at the same time includes a message underlining the importance of respecting the environment.
by Maria Carla Squeo
Illustration by Strologo
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