With the release of a brand-new limited-edition trainer created in association with the sustainable fashion brand ID.Eight, located in Italy, Hellmann’s Canada is raising awareness of food waste.
Using typical food waste materials like corn, mushrooms, apples and grapes, the ‘1352: Refreshed Sneakers’ are a way for Hellmann’s Canada to encourage Canadians to reconsider how much food they eat. The moniker, however, alludes to the 1,352 Canadian dollars that the typical Canadian household wastes annually on food.
Harsh Pant, senior brand manager for Hellmann’s Canada, said in a statement, “With 1352: Refreshed Sneakers we’ve created a visual representation of Canadians’ food waste, aimed at sparking conversation and challenging consumers to take small steps to reducing that 1,352 Canadian dollars amount of food that’s wasted each year.”
On the brand’s website, Canadians may enter to win a pair of ‘1352: Refreshed Sneakers’. In support of Second Harvest, a longstanding charitable partner, Hellmann’s Canada will provide the equivalent of ten meals for each entry, helping them in their efforts to recover food and minimise waste.
