This action is part of Makro's sustainability strategy aimed at contributing to four of the Sustainable Development Goals (SDGs), including SDG 12, which aims at responsible production and consumption, reducing food waste and promoting sustainable lifestyles.

"This is a corporate initiative that reinforces our commitment to savings and sustainability, especially since we understand that avoiding food waste is also about saving money. Our sticker, according to the ripeness of fruits and vegetables suggests a recipe for using them according to their level of ripeness. We have created a series of easy-to-prepare recipes for each stage, mainly for the ripest stage. The recipes can be found on our Instagram account @makrocolombia," says Nicolás Tobón, CEO of Makro Colombia.

"In terms of communication, there is no small media for a big idea, and something used for decades like the analog, low tech, small fruit sticker can be repurposed. We live in a country where fruits and vegetables are abundant, but we need a change of behavior on how fruits and vegetables are perceived when they ripe, that behavior change is a win-win for Makro clients and for the environment ", says Juan Jose Posada, President and Chief Creative Officer of Grey Colombia.

With the LIFE EXTENDING STICKERS, Makro takes action to educate consumers on better ways to use fruits and vegetables, debunking the misconception that they cannot be used when they have ripened.

Consumers can find the sticker during "Market Wednesdays and Sundays" on fruits and vegetables such as bananas, avocados, tomatoes, mangoes, and papayas, among others. In addition, the brand's Instagram account features various recipes for preparing these ingredients.

With this initiative developed in collaboration with Grey, consumers can learn how to better use fruits and vegetables throughout their lifecycle, before throwing them away due to their appearance, contributing not only to savings but also to greater sustainability and responsible consumption.