Jun 08, 2016 | written by:

Rethink, reuse, recycle and recover. They all start with an 'r' and they are the keywords at the bottom of circular economy, an economic model based on the reuse of food and industrial wastes. Thanks to new processing techniques, waste otherwise destined to the trash begin a new life, even in different sectors from the original ones, and nothing is wasted.

This model is not just sustainable from an environmental point of view but also economically advantageous: according to some estimates it would save about 604 billion euros to European businesses each year. In a world increasingly short of resources and swamped by waste, everybody bet on recycling, including celebrities and so Beyoncé gives her fans another reason to love her: the famous pop-queen has recently announced that she has invested part of her assets in US Watermelon startup (WTRMLN WTR) which produces watermelon juice, a 100% natural beverage entirely without chemical additives.

The idea behind the project? Squeezing imperfect watermelons and making hydration elixir, cutting waste: the production scraps become feed for animals. The female startup of Jody Levy and Harlan Berger goes beyond appearances and produces watermelon juice starting from 'flawed' fruits discarded from the distribution market, so-called 'ugly but good', about 300 thousand tons of aesthetically imperfect watermelons that preserve their nutritional values after being squeezed and bottled in an eco-friendly packaging without the addition of colorants, sugars or preservatives.

A genuine local product, composed only of watermelon juice and some lemon, which includes several nutrients and minerals substances necessary for a healthy balanced diet, both for the every day life and for the physical activity. “I invested in WTRMLN WTR because it's the future of natural hydration - Beyoncé said - This is more than an investment in a brand, it is an investment in female leaders, fitness, American farmers and the health of people and our planet”.


Plant a tree For businesses