Social & business context
Italy is facing a critical unemployment rate among disadvantaged over-50s (69%) and these people are suffering from the lack of jobs.
The Italian retail sector is very fragmented and inefficient. Mellin aims to improve point of sale expertise to maximize sales execution.
With the support of the Danone Ecosystem Fund, Mellin collaborated with its local partner Spazio Aperto to co-create the “De Medici” project to support the creation and development of a social business based on an existing cooperative (Spazio Aperto). This new cooperative will create jobs for disadvantaged over-50s, providing added-value merchandising services to Fast Moving Consumer Good companies.
Social & business impacts
This project creates jobs and increases employability through skills development among older disadvantaged people. It will also create earning opportunities by training disadvantaged over-50s impacted by the current crisis, enabling them to take up retail careers.
Mellin strengthens its reputation among stakeholders and KOLs and fosters good sales execution in retail channels. It also creates earning opportunities for disadvantaged over-50s impacted by the current jobs crisis.