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Black Supermarket

Award: Wood Pencil

Wood Pencil / Media / Use of Retail / 2018

Because of an absurd law supported by the agrochemical lobby, people only have access to 3% of fruits and vegetables produced. The other 97% are illegal, because a producer can only grow what is registered in the Official Catalogue of Authorised Species.To change this, France's Carrefour defied the law, by creating The Black Supermarket: a place to sell illegal fruits and vegetables and defend biodiversity. The campaign led to shifting perceptions about the brand, as well as a new EU-wide law.

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