GreenCart, Powered By VeChain, Joins Retail Institute Italy — An Association of Supermarket Leaders

GreenCart, Powered By VeChain, Joins Retail Institute Italy — An Association of Supermarket Leaders

GreenCart, supported by VeChain and the VeBetter ecosystem, are pleased to share GreenCart’s accession to Retail Institute Italy — Italy’s premier retail authority.

Retail Institute Italy represents the majority of the country’s supermarket sector with over 200 members spanning retailers, brands, and service providers. The institution is dedicated to promoting culture, innovation and growth of the sector.

Leveraging the Institute’s influential network, including its seat on the National Retail Federation board, this development opens new pathways to advance the VeBetter ecosystem and Web3 adoption at-large, while helping ingrain sustainability within Italian retail.

Through this alliance, GreenCart, powered by the VeChainThor blockchain, gain exposure to Italy’s retail market and well established brands, with blockchain as the technological bridge.

The ultimate goal is delivering incentive-based loyalty initiatives that empower consumers and respond to growing demand for healthier, more sustainable consumption habits.

Empowering GreenCart’s Sustainable Future

Through the association, GreenCart is able to connect with retail across Italy’s supermarket sector, bridging sustainable consumption and consumer rewards.

As a popular VeBetter application, GreenCart transforms everyday shopping decisions into impact by offering incentives for eco-friendly purchases in the form of $B3TR tokens.

The power of incentivization has the potential to drive unprecedented levels of engagement — converting passive consumers into active participants. By rewarding healthier consumption choices, GreenCart creates a positive feedback loop that reinforces sustainable activity, all while accelerating Web3 adoption across the broader population.

To use the app, shoppers upload receipts from grocery shopping, earning rewards based on their purchases. The app actively rewards purchases of fresh fruits and vegetables, or for paying with card vs cash, recognising the lower carbon footprint of these actions, as well as their impact on overall health and wellbeing. Each transaction is recorded on the VeChainThor blockchain, tokenizing the user’s impact and materializing economic value that would otherwise go unrealized.

With 750,000kg of CO2 emissions already saved, GreenCart delivers environmental impact with quantifiable benefits, aligning economic incentives and creating mutual benefits for consumers, businesses, and the planet.

Building Tomorrow’s Retail Infrastructure

The VeChainThor blockchain, yet again, presents a powerful foundation for innovation. Supply chain applications have already proven themselves a significant opportunity, allowing retailers to demonstrate product origin, sustainable packaging initiatives and more.

Now, Italian retailers can once again gain a competitive edge by enhancing sustainability engagement through applications that incentivize consumers for engaging with more sustainable products, powered by GreenCart and the VeBetter ecosystem.

About Retail Institute Italy

Retail Institute Italy stands as the definitive authority for Italy’s retail sector, representing over 200 members from major supermarket chains to service innovators. As a board member of the National Retail Federation and partner to EHI — Retail Institute Germany, the organization wields significant influence across European markets.

For three decades, they’ve shaped Italy’s retail landscape through research, development programs, and industry events that advance their mission of promoting “culture, innovation and growth of the sector as a whole.

About VeChain

Founded in 2015, VeChain built a world-leading enterprise smart contract platform, VeChainThor, helping deliver blockchain adoption apps to hundreds of enterprise partners.

Building on this expertise, VeChain, in close partnership with Boston Consulting Group, launched the ‘Better’ ecosystem — comprised of sustainability apps that use tokenization and incentivization to reward users, businesses and other stakeholders for sustainable actions.

To learn more, including how you can build apps of your own, grants, documentation and more, visit vechain.org — or vebetter.com to explore.

GreenCart, Powered By VeChain, Joins Retail Institute Italy — An Association of Supermarket Leaders was originally published in VeChain on Medium, where people are continuing the conversation by highlighting and responding to this story.