Ibrida. Buona come il pane
Ibrida is a neighbourhood bread beer brewed with the surplus bread unsold in the local bakeries in Milan. The beer is crafted for and with the growing areas of the city, aiming to support small businesses scattered over the territory, promoting short supply chains and a sustainable vision.
Ibrida wants to provide a proactive and reflective vision to address the problem of food waste, sharing the values of circularity, and enhancing local production and consumption. It is proudly supported by some of the giants in the social innovation, design, food and beverage and business industries.
Ibrida is not only a project created by four service designers, former students of Politecnico di Milano, but of a passion that has united the team from day one: a little crazy idea of developing a circular project using a simple product, beer. Using this symbol of sociality to reduce bread waste.