Events - Sustainability - Food & Beverage

Priceless Planet Coalition with Eataly

By Editorial Team
4 min read
priceless planet coalition

Priceless Planet Coalition of Mastercard unites companies, financial institutions, retailers, local authorities, and consumers worldwide. The common goal is to put into practice concrete actions to safeguard the planet and fight climate change. From April 22, Italian consumers will also be able to contribute to planting 100 million trees in five years; every time they shop at Eataly and GreenPea, they will donate 2 euros.

We are excited about Eataly and Green Pea becoming the first Italian partners of the Priceless Planet Coalition and sharing with them the desire to safeguard our planet. We hope that this first step can be the example for many other initiatives to follow. Mastercard has always been committed to building a more inclusive and sustainable digital economy where people, communities and the planet can thrive. In this context, the project that makes micro-donations possible at their points of sale and the possibility of involving consumers in the planting of trees represent just the beginning of a long journey that we will take together with partners and consumers.

Michele Centemero, Country Manager Italy of Mastercard 
Eataly and Green Pea are the first two Italian partners in Mastercard’s Priceless Planet Coalition project.

A global coalition of 50 members that aims to save the environment and fight climate change.

Priceless Planet Coalition

Launched in January 2020, Priceless Planet Coalition is a platform that aims to unite corporate sustainability efforts and make meaningful investments to protect the environment. Through the joint efforts of consumers, financial institutions, corporations, retailers and local authorities:

Priceless Planet Coalition is committed, in fact, to fighting climate change with the goal of planting 100 million trees in five years. 

Valuable in this is the support of international forestry experts from Conservation International (CI) and World Resources Institute (WRI). These have the task of identifying areas of forest restoration in which to intervene (Brazil, Australia and Kenya will be this year’s target); guiding the coalition in the definition of rigorous scientific standards and guidelines to select the most significant projects; capable of guaranteeing maximum impact on the environment and the community.

Eataly and Green Pea’s entry into the Priceless Planet Coalition give rise to an all-Italian donation campaign.

Mastercard’s Priceless Planet Coalition is coming to Italy, and participating right away by allowing our customers to contribute to the goal of planting 100 million trees in 5 years is a great source of pride for Eataly. The 2 euro donation can be made with an easy gesture like many of our daily actions: here lies the greatness of the project that responds with extreme simplicity to the growing desire of Italians to take actions that can safeguard the environment.

Sabrina Torti, Head of Partnership of Eataly

Starting from April 22, customers can decide to make a donation of 2 Euros – the equivalent of planting a tree – when paying at the checkout at Eataly stores in Milan, Rome and Turin and Green Pea at Lingotto in Turin, thus contributing to the ambitious goal of reforestation and to the renewed sensitivity of Italians towards sustainability issues.

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In addition, exclusively at Green Pea, the first Green Retail Park in the world, there will be a special display case for donations.

Customers will be able to choose from four different amounts and, by approaching their card or device enabled for payments with Mastercard, make a direct donation to Conservation International (CI). 

Green Pea was born from the awareness that we can and must radically change our impact on the Planet. For this reason, we have chosen to be the first Italian Partner of the Priceless Planet Coalition project of Mastercard. An important synergy with which we want to authoritatively spread a clear message: let’s respect the Planet, starting from our choices and our daily actions. With a simple gesture, a micro-donation, we can contribute in a concrete way to the fight against the Climate Crisis. Each tree planted represents a symbol of life that comes from the Earth, like the green pea of Green Pea. It is a challenge of our time, an appeal to all so that everyone can do their part to save the environment.

Francesco Farinetti – CEO of Green Pea
priceless planet coalition

The desire to protect nature 

As highlighted by the results of recent research by Mastercard focused on sustainability, following the Covid-19 pandemic, the desire of Italians and Europeans to protect the environment has grown significantly.

More than half of Italians (64%) now consider it extremely important to reduce the impact of their consumption on the environment.

Increased sensitivity and awareness also translates into virtuous behavior in everyday life. 52% of Italians stated that the main action they will take to achieve an active change in their habits is recycling. Moreover, more than one Italian in three (42%) stated that they would dedicate more time to stop and appreciate nature. Just as they will undertake healthier and more conscious habits even in their diet: 57.2% of Italians confirmed a propensity towards the consumption of healthier foods.

priceless planet coalition

In this general context that marks an increased responsibility and awareness of Italians, the main mission of Priceless Planet Coalition is to inspire consumers and companies to actively act in the safeguard of the planet through the development of environmentally friendly products, solutions and projects that facilitate change and allow citizens to make shopping choices in line with a sustainable lifestyle.

4 min read


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