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Eataly founder planning 'Green Pea' shopping venture

Aims to offer durable, not disposable, goods

28 February, 18:08
Eataly founder planning 'Green Pea' shopping venture (ANSA) - Rome, February 28 - The founder of the Italian high-end market chain Eataly is planning a new venture, branded Green Pea, aimed at returning to age-old consumption values centered around long-lasting durable goods. Oscar Farinetti told Italian radio Friday that the project involves the creation of a "very respectful zone, where respectful people will go and buy objects respectfully," adding that the venture will mark a "return to durable goods," as opposed to disposable ones. Farinetti went on to slam the counterfeit Italian cuisine market, saying that it was key to give consumers the means to distinguish genuine Italian products from cheap knockoffs. Farinetti recently announced he is planning to open an 80,000-square-meter theme park in Bologna called Eatalyworld. Due to open November next year, Eatalyworld could draw up to 10 million tourists a year, according to his company's estimates. Eataly is seeking investors willing to put up 50 million euros by the end of 2013.

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