Looks like a plastic bag. Carries like a plastic bag. Is completely compostable in only 10 weeks.
Edeka’s FEEDitBAG is made out of Mater-Bi, which is produced from renewable resources such as corn starch. To reiterate, it is completely compostable in only 10 weeks.
Each bag is distributed with fruit or vegetable seeds and planting instructions so after it has acted as a shopping bag it becomes a compostable bag for organic waste that can grow new plants.
It has the potential to replace billions of plastic supermarket bags – every day. Those bags pollute the environment for up to 500 years.
The bags were launched at Edeka Scheck-In-Center in Frankfurt, the flagship store of the supermarket owned by Germany’s largest chain. It reduced the waste of 150,000 regular plastic bags per month.
Customers are being given the chance to vote online to choose what design will feature on the next FEEDitBAGs at www.feeditbag.com. Cheil Germany is now in discussions with leading supermarket chains to plan a product rollout in Germany, Austria and Switzerland.
Peter Splettstoesser, store manager of EDEKA Scheck-In Center Frankfurt, commented, “We have a wide range of fresh goods, which means we use 150,000 to 200,000 plastic bags a month, which is more than a million every year. If all markets and industry partners join and only use bio-degradable bags, plastic would be completely removed from the market.”
Roland Rudolf, chief creative officer, Cheil Germany GmbH, added, “Everybody is talking about alternatives for plastic, but the fruit and vegetable bags are still used everyday. We believe that if we emotionally touch consumers, we can change their behaviour. And this is what FEEDitBAG does, because it is the first bag that gives life instead of taking it.”
Credits:
Agency: Cheil Germany
Creative Directors: Roland Rudolf (CCO), Thomas Schroeder (ECD) & Miriam Preissinger (CD)
Art Directors: Rafael Maggessi (Art Director) & Daniel Kraft (Junior Designer)
Copywriters: Annika D’Ambrogio (Senior Copywriter) & Hanna Weller (Junior Copywriter)
Account Director: Werner Bittner (Business Director)
Agency Producer: Moritz Gillrath (Senior Producer)
DoP & Editor: Matthias Merget
Post Production: Deveroe Aurel Langston Reuter
Sound Design: Philipp Lenz (Senior Sound Artist)
Illustrator: Susannah Blaxill
Development: Christoph Fischer (Head of Development), Andre Lang (Senior Application Engineer), Christiane Roerig (Application Engineer) & Christoph Pohl (Application Engineer)
Secondary agency: Cheil Australia
Byunghoon So (Managing Director)
Mark Anderson (Business Director)
Jiwan Prasad (Senior Art Director)
Mel Tozer (Account Director)
