Foodgroot: plastic woman

We all have seen the birds and the whales with their stomachs filled with plastic rubbish. And we believe that humans are the next species that’ll be affected by the omnipresent plastic and surrogates.

Researching the food industry statistics we’ve discovered some staggering facts – like the fact that the average person ingests 70000 microplastics each year or that 7 out of 10 persons dies of a “non-communicable disease”, usually related to the heavy consumption of ultra-processed food. Tones of ultra-processed food that the majority of us are eating it, unaware of how little it has to do with anything remotely natural or healthy.

Foodgroot was born out of this believe, that maybe we can save ourselves by being better informed and choosing healthy, wholesome food instead of surrogates.
Foodgroot is an app (as a fast and easy-to-use interface) that scans any food product that has a bare code and tells you immediately what’s good and what’s not.
It has a huge data base updated constantly with every food product that’s put out there to be sold. Its aggregator combines all the stocks of food available in every market, with information about each ingredient, about the terroir and the farm that supplied that food and, on top, with information about what will be good for you as an individual (from blood type matches to other info about your metabolism and what’ll be truly nutritious for you).

Therefore, thanks to its complex algorithm and huge data base (but also to its super user friendly interface and quick response) Foodgroot can transform the shopping for groceries into a smart and healthy choice, ensuring wellbeing for individuals or families alike.

The campaign dramatises via powerful executions the possible consequence of not making a healthy and well informed choice when it comes to real food and nutrition.