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13 : 12 : 19

Bridgestone offers free health screenings to truck drivers, Kroger unveils delivery-only kitchens for affordable food and British pubs are on the rise.

Recompose turns human bodies into compost

Recompose, Seattle, US Recompose, Seattle, US

Seattle, US – Allowing the eco-conscious to continue recycling even after death, the facility is expected to open in spring 2021.

Following the legalisation of human composting in Washington in 2018, American firm Olson Kundig Architects saw the opportunity to offer this as a service and designed Recompose as a centre for an alternative to cremation and burial. The company highlights the benefits of human composting as both sustainable and environmentally friendly – even providing nutrient-rich soil that can be used for growing plants.

With the natural world at the heart of the company’s values, Recompose has designed the space to reflect outdoor environments. A Recompose spokesperson explains: ‘Nature is integrated across the building as well, with moveable trees situated throughout the main space, a living wall spanning the end of the facility and abundant landscaping along the structure's ramped entrance.’

Whether planning for the end of human life or the potential end of a relationship, brands are reconsidering what it means to have a temporary lifecycle. For more, read our Big Idea: It’s Time For Brands to Face the End.

A campaign to improve the safety of UAE truck drivers

Eyes On The Road, Bridgestone, Dubai

Dubai – Bridgestone is working with local organisations to provide free health screenings to truck drivers.

The tyre brand’s Eyes on the Road campaign film features a truck driver named Sukhjhinder Singh, who talks about his gruelling 24-hour schedule, missing his family back home in India, and how he has driven a million kilometres without an accident.

Bridgestone partnered with agency Serviceplan and government organisations to create the campaign, which invites fleet owners to enrol their teams in a free health check-up that includes BMI, blood pressure, eyes and ears. The check-up stations will be positioned at truck stops where drivers park up to rest during long journeys, where they will also be able to play video games linked to fitness and mobility skills.

As predicted in our Civic Brands macrotrend, businesses such as Bridgestone are increasingly stepping in where governments are failing, acting as forces for good in society.

Kroger’s dark kitchens will deliver affordable food

US – The supermarket chain has launched delivery-only kitchens to provide fresh meals on-demand.

In collaboration with software platform ClusterTruck, which provides vertically-integrated delivery-only kitchens, Kroger will offer multiple menus from one central ‘dark kitchen’. Customers who place orders online will gain access to freshly made meals with no service or delivery fees.

ClusterTruck’s systematic approach to meal delivery ensures that nearly every order reaches the consumer within seven minutes of being prepared, and less than 30 minutes after their order is placed.

‘Kroger is leveraging ClusterTruck's advanced technology to ensure our customers don't have to sacrifice quality and value for convenience when it comes to meal delivery,’ says Yael Cosset, chief information officer at Kroger.

Through this new business service, Kroger has become part of a new wave of food brands elevating the experience and enjoyment of eating and drinking at home.

Kroger and ClusterTruck Kroger and ClusterTruck

Stat: A resurgence in local British pubs

While British pubs have struggled with falling custom and closures in recent years, their decline may be at an end as for the first time this decade.

Figures from the Office of National Statistics (ONS) show that by the end of March 2019, the UK had 39,135 pubs - 320 more than the previous year. This marks the first net increase since 2010, with the nation’s pub network having decreased by an average of 732 premises each year over the last nine years. The positive future for the British pub industry can be attributed in part to the continued growth of Wetherspoons, which has plans to spend £200m ($263m, €236m) on expansion.

Meanwhile, hospitality industry software firm Stampede is attributing the positive ONS figures to pubs improving their food menus, offering accommodation and events, rather than relying on the trade of regular customers. Tying into this, the growth of the British Spirits Market is being driven by consumers who are curious to explore new tipples and drink outside of home.

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