E’ BUONO: EVERY REASON TO BUY AN ICE CREAM
In partnership with: Agevolando – Cooperativa Sociale
The first eco-social enterprise project in Italy to engage and employ vulnerable young people and drive the economy in unique ways – the artisan Italian way.
The choice for Italy’s millennial generations is apparently “no longer whether to leave, but whether to stay.” The 2016 Fondazione Migrantes Report was unfortunately not talking about grand tours or gap years, it was referring to the chronic unemployment that has led many young people to seek a future elsewhere. Millennials are the largest generation of youth in history, equal to almost 50 percent of the global workforce but nearly 40% of them are out of work in Italy. Even the lucky ones who manage to find a job face an entrenched system of nepotism, skewed towards older people, the lowest salaries in Europe and no job security.
Other signs of distress are arguably less visible in Italy because of the strong family tradition which continues to provide a safety net. Provided there is a family. Young people growing up in social care or in foster homes do not have this option. Without the stability or family to meet the expenditures young people rely on to start a career, they risk missing out on opportunities to start building a solid future.
An effective strategy is required to improve their life chances. Micro-enterprises may be the answer. A product of government reforms to improve labour market flexibility, they are small and dynamic enough to be free of the barriers stopping young people from working and are more willing to invest in people from disadvantaged backgrounds. Their size also allows them to be more ethically and environmentally responsible and focus on the production of specialist, zero mileage goods. To make sure these are of the highest quality and sell in large enough numbers to keep the enterprise afloat, a little help to get started, to buy the right equipment, to boost their sales network, can often be vital.
E’ Buono is a socially, ethically and environmentally responsible alternative to traditional job-creation. The goal is to raise the quality and expand the distribution of the all-Italian ice-cream produced in a new workshop along a picturesque promenade in Genoa. This will boost revenues and increase the life chances of young people living in care, giving them season-long employment and the beginnings of a sustainable business and secure future.
This project is the next step in a process of sustainable growth that builds on the success of È Buono’s traditional ice cream parlour, opened a year ago in one of Genova’s prettiest spots for the classic Italian passeggiata, homemade ice cream in hand.
Since the success and sustainability of the whole project relies on the much-celebrated quality of this Italian craft product and the capacity to boost sales by reaching more people, it is vital to have the right equipment to do both.
In this respect, Costa Crociere Foundation’s backing will be used to purchase the following:
- an ice-cream cart, supplied and staffed by the project beneficiaries, to take the ice cream from the parlour to the sea front, street festivals, trade fairs and other busy locations;
- an eco-friendly refrigerator van to transport the ice cream to shops, bars, cafes and restaurants. At least ten new supply agreements will be signed, bringing vital expansion to the sales network;
- a cone-making machine, producing wafers and cones to an original recipe and managed by the young trainees, will raise the quality level of the product and overall output.
The cones produced will be sold in È Buono outlets and other ice-cream shops, generating additional employment possibilities for the young people involved.
By perfecting and increasing output of superior quality ice cream and cones, we assure better sales and a brighter, more socially and ecologically sustainable career for the beneficiaries of the project.