With Weeshop, simply scan the barcode to receive information about products: no scores, but tools for conscious purchasing.
Sustainable, natural, artisanal, green. These words are appearing more and more frequently among advertising claims. And when communication ranges so broadly into the generic, without precise rules, confusion is generated. As a result, consumers grappling with ambiguous labels risk falling into the traps of greenwashing. Nevertheless, attention to the quality and impact of products remains high.
It is precisely to meet the needs of anyone who wants to shop in a way that is good for their health, while also being aware of the footprint generated on the environment and workers, that Weeshop was born. The free application provides real-time information on the quality, health, environmental and social sustainability of a product to support consumers in making the most responsible choice. Launched in 2020 in Bologna from an idea by Devin Visani, a CEO with an economics and finance background, the startup aims to simplify the reading of labels and empower people. After all, every purchase counts and can make a difference.
The eighteenth edition of the Osservatorio Immagino GS1 Italy analyses almost 149,000 mass consumer products. Of these, as many as 84 per cent carry some sustainability-related information on their packaging. In the vast majority of cases these are practical indications on waste sorting (66 per cent) or use and storage (45 per cent), but nearly seven in ten emphasise a specific environmental characteristic and almost 14 per cent highlight responsible production and sourcing methods (supply chain specifications, sourcing from certified sources and so on).
Eight per cent of the products examined feature generic claims: sustainable, green, ecological, circular, eco-friendly. Precisely those that the European Empowering Directive will soon prohibit. The text, approved in 2024, has been transposed in Italy through a decree amending the Consumer Code, banning vague, generic, misleading and unsubstantiated environmental claims that are not backed by data or a recognised certification. The new rules will apply from September 2026.
With claims multiplying and rules changing, Weeshop sets out to make label information easier to read. Its database currently contains over 50,000 packaged food products, excluding supplements and children's products which require different assessments. Users can scan the barcode of the product they are about to purchase or search for it directly from the list (if they cannot find it, there is a dedicated function to request its addition). Companies can also join the platform by entering their product catalogue into the database: the Weeshop team takes responsibility for verifying all the information. This brings a double benefit: clarity for the consumer and visibility for the producer. The service has around 300,000 users.
Health, quality, environmental sustainability, social impact. These are the four areas of analysis, each with its own symbol, that appear on every product page. For each item, the Weeshop app collects and analyses information relating to ingredients, certifications, nutritional values, origin of raw materials and production methods (assessments of packaging will also be introduced shortly). Each screen explains the positive characteristics and the less positive ones, without giving ratings or scores. For clarity of communication, colours are used: from green for positive aspects, to orange and red to highlight elements that warrant attention. Among the features that simplify consumers' lives are shopping lists and information sheets on recommended portions for each ingredient. The aim remains to inform in an objective and accurate manner, not to judge. The choice always rests with the consumer, who in this way has more elements to guide their purchases, including by comparing multiple products on the same screen.
