Meet Pure Value, one of the winners of the 100+ Accelerator
Eline de Ridder
To achieve the 2025 sustainability goals that AB InBev set itself, the company joins forces with in total 21 start-ups from 12 countries across 5 continents. “Climate change is the most pressing issue confronting our planet and could impact the natural resources we rely on to brew our high quality beers,” says Carlos Brito, CEO of AB InBev. “Our 2025 Sustainability Goals and 100+ Accelerator will complement each other, providing solutions for environmental and social challenges so we can build a company to last for the next 100+ years.” Pure Value is now a part of the 100+accelerator and receives mentorship, funding and access to an external network of investors as part of the program.
The founders of Pure Value Bram van Schijndel, Geert Marivoet and Sandy Defauw discovered they shared the same vision on environmental issues, logistics and retail. Together, they committed to provide a sustainable alternative for the single-use cardboard displays currently used in supermarkets. The displays are made of sustainable materials that can be re-used or recycled. In addition, the displays use a technology that enables brands to follow up on several sales metrics, with aim to measure the impact of their product promotions through advanced loT technology.
Thanks to AngelList, a platform that connects start-ups with investors, Pure Value found its way to AB InBev’s 100+ Accelerator program. After their selection, the co-founders rolled up their sleeves and set about executing two pilots at breakneck speed with AB InBev. During this pilot around 50 supermarkets in the Netherlands and about 20 supermarkets in Belgium will use the Proteus displays. These two pilots are supported and guided by AB InBev’s cross-functional and diverse group of employees from sales and inventory planning to purchasing and sustainability teams.
If you head out to one of more than a dozen Intermarché stores in Belgium on the pilot today, you’ll notice the displays in action. The co-founders will pitch a proved-out concept at an investor’s event later this year in New York, which can bring them a step closer to their ultimate goal to create a worldwide new standard on branded promotions and save a considerable amount of cardboard.
Pure Value’s co-founders have laid out the boundaries of a big idea that could change the face of branded in-store promotions for a more sustainable future. At AB InBev, we’re excited to have been a part of the journey and look forward to the pilots’s results.