Fondazione Social Venture Giordano Dell’Amore

Bella Dentro

Bella Dentro is an innovative start-up born in Milan from the idea of ​​two entrepreneurs – Luca and Camilla: It is getting better the critical approach to the consumption of fruit and vegetables, which every year in Italy obliges farmers to leave in the fields around 4% of total fruit and vegetable production: compared to 8.7 million tons of products, only in 2018, the total amount of these surpluses was equal to approximately 1.4 million tons of food discarded due to purely aesthetic criteria, imposed by large retailers and completely independent of the actual quality of the crop in terms of taste and nutritional properties. and from today it can count on the support of the Foundation Social Venture Giordano Dell’Amore, which has invested € 300,000in equity, to support the social and cultural impact of the initiative.

Bella Dentro enhances products classified as “waste” – since aesthetically imperfect but “beautiful inside” – promoting an alternative distribution chain to the traditional, more ethical and sustainable one. It purchases directly from farmers those fruit and vegetable products of excellent quality, which are usually not accepted by cooperatives and large retailers; subsequently it promotes its sale – in private individuals, companies and restaurants – through events and communication activities created ad hoc to sensitize consumers on the naturalness, quality, taste and nutritional properties of these foods.

In order to save more and more fruit and vegetables by overcoming the limits imposed by the perishable nature of fresh fruit and vegetables, the start-up has started to create a line of processed products always branded Bella Dentro made starting from the saved products.

The goal is to trigger a virtuous circle that binds the choices of consumers and producers, allowing the former to make convenient and common sense purchases and the latter to obtain the right compensation also for the part of production otherwise not valued.

Impatto sociale

To date, Italian farmers discard about 30 to 70% of the harvest which does not meet the aesthetic standards required by the market. Think of the so-called “marked” products – not perfectly homogeneous – due to impacts caused by the wind, rubbing with other contiguous fruits or branches and hail, or those out of size (too large or too small) or with an irregular shape: conformations of the whole inevitable and natural during the life of a plant. By considering the unsustainability of such processes, Bella Dentro proposes to: put these products on the market by enhancing their quality and reducing excessive and sometimes unjustified waste – in one year it saved 26 tons of fruit and vegetables from the pulp; to guarantee the right compensation to producers who invest time and resources to create a good product – the “beautiful inside” product – but for which today 10% of the market value would be recognized (social criterion); donate all the unsold to charity; raise awareness on the issues of waste in the agri-food supply chain, sharing in particular their experience with elementary, middle and high school in order to increase the knowledge and awareness of the new generations regarding this issue.
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