Lagardère Travel Retail Peru has launched a month-long campaign coinciding with Earth Day to highlight socially and environmentally sustainable Peruvian brands at Jorge Chávez International Airport in Lima.
Located in the airside Aelia Duty Free store, the ‘el mes del planeta’ initiative invites travellers to discover new, local brands that have a positive impact on both communities and the planet.
More than 160 products from 13 brands are part of the showcase. Each one either actively supports local projects, has a low-carbon emission impact, or both.
Featured brands include Kuna, which designs fashion pieces from alpacas, guanacos and vicuñas fibres and works to conserve the animals; Quma, which produces responsible cocoa in partnership with small communities; and American Organica, a superfood brand which makes beauty products from 100% natural Peruvian ingredients, while leading projects to address malnutrition.
The assortment was selected via a network of Peruvian producers and craftsmen, overseen by the local Lagardère team in the country.
For each product sold, Lagardère Travel Retail Peru will donate US$1 to Entrearboles, an organisation that supports tree planting on the land surrounding the airport.
The trees planted will mostly be native varieties Meijo, Molle Serrano and Tecoma, chosen specifically for their ability to thrive in the environment.
Kuna and 14 Inkas, another supplier, will also provide financial support to the initiative.
A local focus
Aelia Duty Free staff have all received specialist training to enable them to support the ‘el mes del planeta’ campaign.
They are encouraged to raise awareness through narratives and storytelling, and where appropriate signpost travellers to local products.
An example given by Lagardère Travel Retail Peru would be to direct a passenger shopping for vodka to a Peruvian brand rather than one imported from Europe, with the objective of better supporting local communities.
Back-office staff received ‘La Fresque du Climat’ training, which equips them with a greater understanding of the causes and consequences of climate change.
Earlier this month, Sustainaholics made the case for retailers to back smaller, eco brands in the channel, saying it sees a “clear need” for sustainability-driven initiatives in GTR.