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Moving Towards Zero in the markets of Vilanova i La Geltrú

Moving Towards Zero in the markets of Vilanova i La Geltrú

12/03/2025
Magda Cebrián

The "Moving Towards Zero" campaign in the markets of Vilanova i la Geltrú promotes zero waste and local commerce through challenges, activities, and prizes. It aims to raise community awareness about responsible consumption, reduce waste, and strengthen the local economy.

Client

Vilanova i La Geltrú City Council

In recent years, the Vilanova i la Geltrú City Council has positioned itself as a leader in Catalonia in the transition to a more efficient waste management model. Its commitment is not merely cosmetic; it reflects a comprehensive urban transformation strategy and regulatory compliance.

Goals

SDG 11 | Cities and

communities

sustainable

Reduce the negative environmental impact per capita

Let our campaign be a social tool that teaches people how to reduce waste.

SDG 12 | Production and

responsible consumption

Promote the local circular economy

Boosting local commerce and the Mercat del Centre by reducing single-use packaging and preventing food waste.

SDG 13 |

Climate action

Reduce the municipal carbon footprint

Raising public awareness about the direct relationship between reuse and waste reduction.

What was done?

The campaign was designed to work in both digital (App) and analog (sealable tickets) formats, proposing waste reduction challenges in municipal markets.

In total, there were more than 750 participants and 2,432 challenges completed.

Why it fits the project: It addresses the climate emergency. By separating organic waste (which generates methane in landfills) and packaging (which consumes energy when manufactured from scratch), the project becomes a tool for local climate action.

Participating businesses : A total of 65 establishments joined the campaign.

Prizes: Gift cards for use at the market, Tupperware containers, and tickets to visit museums and theaters in Vilanova i La Geltrú were awarded.

One of the people who won gift cards in the campaign.

Why a waste reduction campaign in a municipal market?

Implementing a waste reduction campaign in municipal markets has a clear dual objective:

Promoting local commerce: The campaign explicitly links overcoming sustainable challenges with promoting local commerce, under the premise that “tots hi guanyem” (we all win) .
Reducing single-use plastics in everyday shopping: The challenges designed for the campaign are specifically tailored to market dynamics, addressing the common waste generated by buying fresh produce. Examples of these challenges include:
- Buy meat and fish in reusable containers (Tupperware) .
- Buy in bulk using your own bags .
- Reject the cash register receipt or avoid plastic bags .

In this way, the campaign uses the markets (Mercat de Mar and Mercat del Centre) as strategic spaces where “Zero Waste” habits can be applied directly and effectively .