Bella Dentro, established in January 2018, is the first project in Italy that fights “imperfect” food waste at its roots, during harvest.
Bella Dentro’s mission is twofold, on one side, it gives the right value to all fresh produce which for merely aesthetic reasons remains on the fields and does not reach distribution, and, on the other, provides additional income to farmers via a fair and transparent pricing policy. Bella Dentro is in essence an alternative food system that gives the right value to “imperfect” products and to its farmers.
Bella Dentro buys @ fair prices and sells imperfect produce directly to consumers in its own stores. Bella Dentro also produces processed goods (jams, juices, dried snacks) which help increase both the environmental and the social value of its value chain.