OzHarvest launches first ‘rescued food’ supermarket with content piece

Food rescue organisation OzHarvest has launched its first ever supermarket, stocked with produce donated by businesses, supermarkets and bakeries.

As part of the launch, customer experience agency Lavender has kicked off a social video content piece inviting Australians to visit.

The content showcases the supermarket, without its price tags and explains the supermarket process.

OzHarvest’s supermarket, which launched on April 27, invites customers to ‘take what you need and give what you can’, asking for a donation at bag packing.

The new piece of work by Lavender is the second, following on from the success of the agency’s rescued food recipe video series, Wasty.

Ronni Kahn, founder and CEO of OzHarvest, said the video piece captures the “essence” and “love” of the new supermarket.

“The amount of views has exceeded our expectations, but shows how brilliantly they have told our story. They love us and we love them!”

Lavender executive creative director Marco Eychenne added: “OzHarvest has done amazing work in addressing the urgent problem of food waste and we’re proud to be involved in spreading the message to all Australians. TheOzHarvest Market is another brilliant initiative from Ronni and her team, and we’re pleased that our content has resonated so strongly with audiences.”


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