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“A third of Italians will buy products from brands committed to sustainability”

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Happiness is being in contact with nature. In these months of restrictions, the thing that Italians have missed most – after traveling (69%) and going to a restaurant, cinema or theater (67%) – is the freedom to be outdoors (64%). he comes even before he can go back to seeing friends (61%). An attitude that has further grown with the pandemic: today 7 out of 10 Italians want to immerse themselves in nature much more than before. An attitude that also guides food choices: 55% of the sample interviewed for the survey that BwaDoxa carried out for Mulino Bianco declares to favor the consumption of food products that respect the environment. And then 35% of the sample will favor the purchase of products offered by brands committed to sustainability for food shopping.

The results of the research were illustrated during the illustration of the results obtained 2 years after the launch of the “Carta del Mulino” sustainable agriculture protocol which now boasts over 100 products made with 100% soft wheat flour from sustainable agriculture, including including the full range of biscuits. A commitment that will lead to the creation of “Il Mulino delle Api” with the installation in Pedrignano (Parma) of an apiary housing 600,000 specimens. Throughout Italy, around 300 wooden “houses” will be installed near the soft wheat fields, designed to offer a refuge to solitary bees and other pollinating insects.

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