Country: Italy
Address: Via delle Terme, 62, 12088 Roccaforte Mondovì CN
Type of reality: Company
Target audience: B2C
Website: www.lurisia.it
Scenario
According to the latest United Nations report on the state of water resources and employment (WWAP, 2016), three out of four workers worldwide are employed in sectors that directly or indirectly depend on water resources. For this reason, investing in proper water management means not only conserving resources but also creating new jobs and contributing to the protection of the environment through a cascade of benefits—in other words, generating a genuine multiplier effect.
Description
Lurisia Acque Minerali is a company based in the Cuneo area that specializes in the production of mineral water and soft drinks. In 2015, the company bottled 60 million liters of water (Lurisia, 2015). In 2017, thanks to the discovery of a new spring, its maximum capacity rose to 300 million liters per year.
Precisely with respect to themultiplier effect related to the preservation of the water resource and its territory, some business choices can be reread that allow us to highlight both Lurisia’s contribution in the direction of circular behavior and its ability to pursue a strategy aimed at a rational use of the natural resources used and the flows of materials related to the cycles of production and consumption.
This quality is reflected in the product as the sum of factors of excellence found in the local area and within the production context—but not only that. Respect for the environment is also reflected in the decision to use primarily glass containers to highlight the product’s quality and minimize waste generation by reusing bottles (estimated to last about 30 years) through sanitization and subsequent recycling (Lurisia, 2015).
The non-alcoholic beverage Unico, marketed from 2013 to 2016, perfectly embodied these principles. Unico was a product made with 100% fruit sourced from Piedmontese farms: 70% Barbera grapes and 30% fruit puree, consisting of apples, pears, and peaches. The project was launched with the intention of supporting Barbera grape growers, who were facing a crisis in early 2013 due to the low price of the grapes. With no artificial colors or preservatives, the flavor could vary from one bottle to another depending on whether one fruit was more predominant than the others.
Bibliography
- Lurisia, On the side of water, 2015(www.lurisia.it/wp-content/uploads/2015/07/LU_13_BR_ITA.pdf).
- Verallia, Verallia Italia and the Unico bottle: perfect design for the environment too, 2014(www.it.verallia.com/verallia-italia-e-la-bottiglia-di-unico-un-design-perfetto-anche-per-lambiente).
- WWAP – United Nations World Water Assessment Programme, UNESCO, The United Nations World Water Development Report 2016: Water and Jobs, 2016.(www.unesco.org/new/en/natural sciences/environment/water/wwap/wwdr/2016-water-and-jobs/).
