Ibrida

A name, a story to narrate. Four designers who want to stimulate and connect local businesses, promote virtuous behaviors and offer a new perspective on re-use, all through a BEER. Ibrida is a neighborhood beer brewed from the surplus bread unsold in the local bakeries in Milan. Unsold bread is a consistent problem for all bakeries. In Italy, 19% of food waste is attributed to bread. Ibrida in its mission to address Sustainable Development Goal 12 (Responsible consumption and production) wants to give a second life to this product, by turning it into a local, social, inclusive and circular beer. The beer is crafted for and with the growing areas of the city, in order to encourage forms of economic and social innovation in the area. As we are stronger when united, Ibrida also leverages on the synergistic collaboration with a network of partners – breweries, bakeries, local producers, community hubs, social associations and places – who come together to achieve a common goal. Ibrida’s first edition - Ibrida x Bovisa in the city of Milan - provided an intersection point for local breweries, bakeries and community gardens in the neighborhood of Bovisa. With the perfect combination of entrepreneurial and social spirit, Ibrida’s goal is to connect small businesses scattered over fragile territories, promoting short supply chains while conveying these values of change and spreading a sustainable vision. Ibrida is a social aggregator that desires to be more than just a beer.