Sustainable food, support for national production and unrivalled flavour are the benefits of choosing what we eat well.
When we pass through the supermarket aisles, fresh produce stands out because of its appearance. We look for the prettiest ones, believing them to be better and tastier. What if there was a label that proved not only the quality of the product but also the extra care taken in its production?
'Cultivating the Good' is exactly that guarantee given by Auchan, in a seal that is present on all products that fulfil the four evaluation criteria defined by the chain and that applies to everything that comes from the many national producers. And there are already more than 300 products with this distinction.
'We guarantee traceability from source to shop, animal welfare, sustainable production and long-lasting partnerships with our suppliers,' says Filipa Laborinho Azevedo, from Auchan's marketing and customer department. And it was in Rio Maior, at a lettuce and local fruit producer, that NiT saw some of these pillars.
"Auchan was our first big client. I started in the business in 1989 and in the early 1990s I became an Auchan supplier. I often say that it was thanks to this partnership that I was able to improve and grow," says Luís Correia, the CEO of Planície Verde.
"We practise regenerative agriculture, which consists of more sustainable practices that regenerate the soil. In other words, practices that don't disturb the soil microbiome," explains Planície Verde's agricultural consultant, José Rodrigues.
Technical issues aside, this means that farming is done today as it was done more than 30 years ago, more simply and without the use of chemical products. "Although it's more intensive in terms of crop rotation, it's less intensive in terms of applying products that don't exist in this ecosystem. We've stopped using fertilisers and what we apply are probiotics, which will feed the existing organisms and degrade the organic matter naturally. In this way, we not only reduce the carbon footprint by not using chemicals that affect the food, but we also reduce the transport resource," adds the expert.
As well as better sugar, the process is also more sustainable. While it used to take 94 litres of water to produce a kilo of melon, today Planície Verde produces that amount with just 17 litres - and aims to get it down to 15 this year. All this contributes to the acquisition of the Auchan 'We Grow Good' label. But this applies to different products, from fruit and vegetables to meat and fish.
"Here we have fresh products, but in a cheese or charcuterie product we're valuing artisanal production, the presence of local raw materials. In the case of free-range chicken, for example, what we're guaranteeing is animal welfare, both in terms of nutrition and health. Above all, this label aims to promote healthier, more sustainable and responsible eating. It gives customers, who are increasingly demanding, the power to decide," explains Filipa Laborinho Azevedo.
This means that, regardless of the price, by choosing 'Cultivamos o Bom' products, consumers know that they are supporting Portuguese producers, some of them small, promoting wealth in local communities, but also contributing to productions concerned with saving water and energy or caring for animals.
It is true that happy employees help to achieve better results. And on a farm or other type of food production, this maxim also applies. "At Planície Verde, we try to provide the best working conditions. Our units are air-conditioned to counteract the heat that is typical of these regions (Ribatejo and Alentejo), we have as many machines as possible to avoid greater physical effort, in order to guarantee the well-being of our workers, and we are creating sports and leisure facilities in our facilities. For example, here in Rio Maior, we already have a paddle tennis court that our employees can use," says Luís Correia.
The businessman goes further. As field work increasingly relies on migrant workers, mainly from India and Bangladesh, the construction of a cricket field is being considered, as this sport is very popular in these countries.
With decent conditions and appreciation from superiors, dedication to work yields good results. And the set of positive points in all aspects of production is what results in the best food.
"We are what we eat. And if we eat quality food, we will be healthier and stronger in the fight against possible diseases", adds José.
If all this makes sense to adults, explaining it to children doesn't have to be complicated. And Auchan is helping. The new collectible brings together 3D puzzles, a cardboard farm/shop and various animal soft toys for educational playtime.
"What we want to do is simplify and explain to a child what this Cultivating the Good label is all about. With these activities they'll realise how the products get from the farm to an Auchan shop, they'll learn how it all happens," explains Filipa Laborinho Azevedo.
The dynamic is simple: for every €20 in purchases in Auchan shops or on the website, the customer receives a sachet with a 3D puzzle, a stamp and stickers. Then, to collect the six soft toys, they must collect four stamps for each one and hand them in at a shop, as well as paying €4.99.
The farm, which the kids can play with and store the puzzles in, costs €3.99. There is also an album with activities and where the stickers received in the sachet can be stuck.
