Participatory sustainability is the shortest and most effective way to improve collective well-being. ‘Adopt a sod’ fits right into it. The project promoted by Ecor, an Italian organic brand, proposes to become ‘custodians of the earth’ by paying an annual contribution to a farm in exchange for the supply of organic products.
The participatory sustainability initiative involves paying a fee (50 or 200 euros) to one of nine selected organic farms. And it also allows one to choose the portion of land to be sustained, according to a unit of measurement that corresponds to the soil needed to produce 150-200 kg of wheat to provide bread for one person for a year.
Participatory sustainability is win-win. The help lent to organic farmers is repaid with vouchers to spend in the fruit and vegetable department of NaturaSì and Cuorebio stores. To start shopping, however, you have to wait three months, the time between planting and harvest. Supporters can track the progress of the crop through the Field Diary, in which there are in-depth features on organic and biodynamic crops and the sustainability of these practices.