Food waste is one of the most visible sustainability problems hiding inside everyday consumption. In Colombia, an estimated 6.1 million tonnes of food were wasted annually, with fruits and vegetables accounting for around 40% of that waste. A significant part of the problem came not only from food becoming inedible, but also from consumers rejecting produce because it looked too ripe or imperfect. Makro Supermarkets addressed this behaviour with an unusually simple idea: turning the humble fruit sticker into a tool for reducing waste.

The initiative, called Life Extending Stickers, reimagined the small stickers commonly found on fruits and vegetables. Instead of simply identifying the product or brand, Makro used biodegradable stickers printed with ecological ink to communicate how shoppers could use produce at different stages of ripeness. The stickers provided recipe suggestions and practical guidance, helping consumers understand that a fruit becoming riper did not necessarily mean it had reached the end of its useful life. The idea transformed information that was normally overlooked into something directly connected to everyday purchasing and cooking decisions.

Makro focused the initiative on five of Colombia’s most wasted fruits and vegetables: tomatoes, bananas, avocados, mangoes and papayas. This made the campaign particularly targeted rather than relying on a broad sustainability message. Produce was organised according to ripeness, allowing shoppers to immediately understand which items were suitable for eating now and which could be saved for later. This also addressed a familiar consumer problem: buying fresh produce without knowing how quickly it should be consumed. By making ripeness visible and actionable, Makro created a more informed shopping experience.

The pricing strategy added another important layer to the campaign. Rather than treating ripe produce as less desirable, Makro reduced its price as it became riper. This created a direct financial incentive for shoppers to purchase fruits and vegetables that were ready to be consumed immediately. A customer who planned to make a smoothie, sauce, dessert or other recipe could choose riper produce at a lower price instead of purchasing more expensive, less-ripe alternatives. The approach connected sustainability with savings, making the environmental message more relevant to ordinary shoppers.

The campaign was also supported by in-store communication and consumer engagement. Trained promoters introduced shoppers to the stickers, explained how the system worked and shared recipe ideas. Tastings allowed customers to experience dishes prepared using ripe fruits and vegetables, reinforcing the message that ripeness did not automatically mean poor quality. Social media and in-store promotions helped extend the campaign beyond the produce section, turning a simple retail intervention into a broader communication effort.