Joinfruit, Organization of Horticultural Producer of Verzuolo (CN) that has always been attentive to social sustainability and Alpina Underwear, a historic Piedmontese brand of underwear and nightwear, announce an unprecedented collaboration combining taste, style and a significant social commitment.
At the heart of this initiative is the extra jams “Joinfruit Fresh”, produced by Joinfruit in collaboration with “The Wild Cherries, a social agricultural cooperative in Verzuolo (CN) that offers employment opportunities and dignity to people with social, physical and mental disabilities. The jams “Joinfruit Fresh”contain the 70% of fresh fruit and, thanks to the partnership with “Wild Cherry Trees”, also the 100% of human valueThey are the fruit of the work and dedication of boys and girls who have found hope and an active role in society.
The commitment of Joinfruit in this initiative focused on social sustainability fits perfectly with the philosophy of Alpina, a brand that since 1926 is synonymous with tradition, family, care and trust: quality and attention to detail that the customers of Alpina literally live on their skin from generation to generation. From this harmony of values came the idea of launching a special line of Alpina-branded pyjamas and socks dedicated to this project: for each garment in the special collection purchased, you will receive a free jam “Joinfruit Fresh”, a small gesture that aims to combine care, quality and inclusion, a simple way of caring for others just as one does in a family.
“For us at Alpina-comments Agostino Trucco, Commercial Manager of Trucco Tessile – care and trust have always been fundamental values, born in our family and found in everything we do. We always choose to collaborate with realities that share our values, because we believe that this is the only way to create authentic projects. This initiative perfectly represents what we believe in: respect, tradition and care for people. It is a way of remembering that true well-being also comes from caring for others.” In this way, seasonal fruit, cultivated with dedication and passion by Joinfruit member farms, becomes “even better, in every sense - adds Bruno Sacchi, Director of Joinfruit. “Our mission has always been to bring to the tables of Italian families healthy and genuine products, grown with respect for the land and for the people. The partnership with “The Wild Cherries” has allowed us to give an even deeper meaning to our work, and at the same time reaffirm our commitment to developing projects that contribute to the wellbeing of the area in which we operate. Moreover, receiving the support of a historic brand like Alpina, which shares our same ethical vision, reinforces the validity of this choice. We believe that this project shows how companies can be vehicles of positive change, combining the quality of products with the quality of human relations.”
The new clothing line of Alpina, project, created within the project, is available online on the official website and in the Alpina Factory Store in Alba, Asti, Carmagnola, Cuneo, Mondovì, Roletto, Saluzzo, Savigliano and in the historic Turin headquarters, the heart of the brand.
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