Push The Green

AI Quick Summary

Push The Green is the first ever Just-in-Time (JIT) based food consumption model to distributing fresh, high-quality agrifood directly to consumers. The initiative tackles “hidden hunger” by ensuring foods are no longer produced for attempted sale, but instead carefully curated to ensure the fullest nutrient and flavor experience (helps education) at the perfect stage of ripeness. Harvested at the right time, this dramatically reduce waste, LCA, PEF and improving people’s health and productivity. Through precise demand forecasting, Push The Green cutting down on storage, spoilage, and transport costs, we aims to reshape the supply chain for fresh foods, merging sustainable farming with modern logistics, to provide a healthy and cost-effective solution. We define ourselves as “agents of the food supply chain,” and our motto is “the shopping… is served!” We provide state-of-the-art persuasive education in favor of well-being, the environment, and a happiness-focused local economy. PtG operates in the online sale of healthy food, functional foods, and ethically sourced food items from around the world. The company’s Mission is to offer a new model of food consumption focused on health, the environment, and thriving happiness-driven local economy. This is achieved through a simple process of modification, technological updates, process automation, and cultural adaptation across the three main links of the food supply chain: Production, Logistics/Distribution and Commercial.One of today’s greatest challenges, directly connected to climate change, is the nutrients deficiency and the reduced bioavailability of micronutrients in our food. This phenomenon has been scientifically validated since 2013, highlighted in the Global Update and Trends of Hidden Hunger, and increasingly documented in relation to what is known as Hidden Hunger.Regarding our region and PtG's target market, we refer to a “reduced access to one’s physical and intellectual faculties”:“A type of hunger often ignored or overshadowed by hunger understood as an energy deficit is hidden hunger—meaning a lack of micronutrients. This shortage of essential vitamins and minerals can have irreversible, long-term effects on health, as well as socioeconomic consequences that compromise the well-being and development of individuals. By reducing people’s productivity, hidden hunger can also impact a country’s economy. Hidden hunger can coexist in a person or community alongside an adequate or even excessive intake of calories from macronutrients—such as fats and carbohydrates—and thus be present simultaneously with overweight and/or obesity. Poor nutrition, disease, reduced absorption capacity, and the increased need for micronutrients during specific life stages—such as pregnancy, breastfeeding, and childhood—are among the causes of hidden hunger, which can silently undermine the health and development of a population.” (Global Hunger Index 2014 – The challenge of hidden hunger. please note: traduction from Italian version)PtG therefore works to provide consumers with a solution that significantly counters the trend of nutritional depletion in the diet.We define ourselves as “agents of the food supply chain,” and our motto is “the shopping.. is served!”), reflecting our commitment to health, the environment, and a thriving local economy.We operate across the three main agri-food supply chains in the following ways:Production ChainWe make health-damaging treatments, often used to meet large-scale retail (GDO) selling policies, unprofitable for the farmer.Food is freshly picked at the perfect stage of ripeness, offering unmatched quality and price.Crop planning is aligned with precise demand forecasts.0% unsold items and 0% unpaid invoices.100% biodegradable food packaging, plus pickup and recycling of transport crates.Valorization of forgotten foods, superfoods, and novel foods.Logistics-Distribution ChainWeekly deliveries enable the service area to be covered with less than 1 km per drop.Delivery timing is accurate to within ±15 minutes of the estimated arrival.Europe’s most affordable ATP-certified fresh food delivery service at €3.50.The courier knows each customer personally and can devote more attention to the delivery phase.Our warehouse is virtually empty—no need for storage costs or large refrigerated areas.Commercial ChainThe service is a growth pathway, aligned with national objectives for individual development.Marketing is social, creating value in local communities and building brand legacy.Data gathering is more effective and voluntary.The formula encourages loyalty, extending each customer’s lifetime.Lower acquisition costs and higher Customer Lifetime Value (CLV).The formula reduces the cost of meeting perceived needs.Educational programs both sell and produce strategic assets: supporting the territory where we operate is a strategic advantage.The process automation and the creation of operational frameworks to achieve this result might seem overly demanding for a scalable model, so let us clarify that it has actually been working in Italy since 2017. After a three-year pilot project, we have a history of over 70,000 deliveries, satisfaction levels above 99.99%, feedbacks: https://it.trustpilot.com/review/pushthegreen.org. The Emilia-Romagna flood has exposed the limits of Italy’s capacity to organize effectively, so there’s no point in continuing development there atm. Now the plan is to build it in Ticino upgraded with market needs, where new contexts and challenges await, but in an environment far more conducive to scalability.Please note our brand face hidden hunger also beign one of the first to conduct several research and also a commercial product on agronomic biofortification, wich the World Bank put in top 3 business for ROI and strategic importance.

Project Idea Metadata

• Project Idea Name: Push The Green
• Date: 2/27/2025 7:10:06 PM
• Administrators:

Project Idea Description

PtG operates in the online sale of healthy food, functional foods, and ethically sourced food items from around the world. The company’s Mission is to offer a new model of food consumption focused on health, the environment, and thriving happiness-driven local economy. This is achieved through a simple process of modification, technological updates, process automation, and cultural adaptation across the three main links of the food supply chain: Production, Logistics/Distribution and Commercial.

One of today’s greatest challenges, directly connected to climate change, is the nutrients deficiency and the reduced bioavailability of micronutrients in our food. This phenomenon has been scientifically validated since 2013, highlighted in the Global Update and Trends of Hidden Hunger, and increasingly documented in relation to what is known as Hidden Hunger.

Regarding our region and PtG's target market, we refer to a “reduced access to one’s physical and intellectual faculties”:

“A type of hunger often ignored or overshadowed by hunger understood as an energy deficit is hidden hunger—meaning a lack of micronutrients. This shortage of essential vitamins and minerals can have irreversible, long-term effects on health, as well as socioeconomic consequences that compromise the well-being and development of individuals. By reducing people’s productivity, hidden hunger can also impact a country’s economy. Hidden hunger can coexist in a person or community alongside an adequate or even excessive intake of calories from macronutrients—such as fats and carbohydrates—and thus be present simultaneously with overweight and/or obesity. Poor nutrition, disease, reduced absorption capacity, and the increased need for micronutrients during specific life stages—such as pregnancy, breastfeeding, and childhood—are among the causes of hidden hunger, which can silently undermine the health and development of a population.”

(Global Hunger Index 2014 – The challenge of hidden hunger. please note: traduction from Italian version)

PtG therefore works to provide consumers with a solution that significantly counters the trend of nutritional depletion in the diet.

We define ourselves as “agents of the food supply chain,” and our motto is “the shopping.. is served!”), reflecting our commitment to health, the environment, and a thriving local economy.

We operate across the three main agri-food supply chains in the following ways:

Production Chain

• • We make health-damaging treatments, often used to meet large-scale retail (GDO) selling policies, unprofitable for the farmer.
  • Food is freshly picked at the perfect stage of ripeness, offering unmatched quality and price.
  • Crop planning is aligned with precise demand forecasts.
  • 0% unsold items and 0% unpaid invoices.
  • 100% biodegradable food packaging, plus pickup and recycling of transport crates.
  • Valorization of forgotten foods, superfoods, and novel foods.

Logistics-Distribution Chain

• • Weekly deliveries enable the service area to be covered with less than 1 km per drop.
  • Delivery timing is accurate to within ±15 minutes of the estimated arrival.
  • Europe’s most affordable ATP-certified fresh food delivery service at €3.50.
  • The courier knows each customer personally and can devote more attention to the delivery phase.
  • Our warehouse is virtually empty—no need for storage costs or large refrigerated areas.

Commercial Chain

• • The service is a growth pathway, aligned with national objectives for individual development.
  • Marketing is social, creating value in local communities and building brand legacy.
  • Data gathering is more effective and voluntary.
  • The formula encourages loyalty, extending each customer’s lifetime.
  • Lower acquisition costs and higher Customer Lifetime Value (CLV).
  • The formula reduces the cost of meeting perceived needs.
  • Educational programs both sell and produce strategic assets: supporting the territory where we operate is a strategic advantage.

The process automation and the creation of operational frameworks to achieve this result might seem overly demanding for a scalable model, so let us clarify that it has actually been working in Italy since 2017. After a three-year pilot project, we have a history of over 70,000 deliveries, satisfaction levels above 99.99%, feedbacks: https://it.trustpilot.com/review/pushthegreen.org. The Emilia-Romagna flood has exposed the limits of Italy’s capacity to organize effectively, so there’s no point in continuing development there atm. Now the plan is to build it in Ticino upgraded with market needs, where new contexts and challenges await, but in an environment far more conducive to scalability.

Please note our brand face hidden hunger also beign one of the first to conduct several research and also a commercial product on agronomic biofortification, wich the World Bank put in top 3 business for ROI and strategic importance.

Push The Green is the first ever Just-in-Time (JIT) based food consumption model to distributing fresh, high-quality agrifood directly to consumers. The initiative tackles “hidden hunger” by ensuring foods are no longer produced for attempted sale, but instead carefully curated to ensure the fullest nutrient and flavor experience (helps education) at the perfect stage of ripeness. Harvested at the right time, this dramatically reduce waste, LCA, PEF and improving people’s health and productivity. Through precise demand forecasting, Push The Green cutting down on storage, spoilage, and transport costs, we aims to reshape the supply chain for fresh foods, merging sustainable farming with modern logistics, to provide a healthy and cost-effective solution. We define ourselves as “agents of the food supply chain,” and our motto is “the shopping… is served!” We provide state-of-the-art persuasive education in favor of well-being, the environment, and a happiness-focused local economy.