Beautiful Inside: Camilla and Luca Created a Chain to Eliminate Food Waste

In Milan, it all started with an Ape truck loaded with zero-mile, waste-prone fruit and vegetables. Then came shops and restaurants for lunch breaks.

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beautiful inside
Two young people born in 1988 educated not to waste food, A National Geographic documentary on the enormous waste of fruit and vegetables, a pinch of recklessness, and a lot of determination. This is the recipe.Beautiful Inside” the project of Camilla Archi and Luca Bolognesi which have given rise to a real chain of economic activities based on the key word of Fight against waste: Local and online sales, branded products made from fruit and vegetables that would otherwise be wasted, shops, and even two mini-restaurants in the heart of Milan (one on Via Dell'Orso and the other on Via San Giovanni sul Muro), stocked with "Bella Dentro" products to enjoy during your lunch break.
It all started in April 2018, when a small Ape car covered in synthetic grass, went around all the neighborhoods of Milan, center and suburbs, with Camilla and Luca on board and many fruit and vegetable products saved from the indolence of food waste, discarded by the producers perhaps because they were considered not very good from an aesthetic point of view, with some dents, and purchased at a fair price by the two partners of Beautiful Inside.

beautiful inside Milan

The first phase of Camilla and Luca's work consisted of identifying small producers, preferably with closed or short supply chains and an organic, quality approach, who were willing to sell significant portions of their fields for a fair price, adopting an ethical and waste-free approach. This marked the beginning of the second phase of the project: Camilla and Luca successfully opened the first "Bella Dentro" store in Milan, and to increase the volume of "rescued" fruit and vegetables purchased from small producers, they even launched a line of preserves, jams, and processed products, in collaboration with L'Officina, a social cooperative in Codogno. They also launched a processing workshop where young people with autism or cognitive disabilities are trained and strengthened, learning a trade. This aspect—social inclusion and support for vulnerable individuals—is also part of the "Bella Dentro" mission.

Featured images from the Bella Dentro Facebook page

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