Real Shit Limited Edition Manure
by Theresa Christine Johnson on 09/28/2016 | 3 Minute Read
Get a whiff of some of that fresh, country air. Real Shit is just that—animal waste that comes straight from a farmyard. Real Shit and Laurina Paperina collaborated to create this organic manure for urban farmers in hopes it would raise awareness of the Transatlantic Trade and Investment Partnership which has the power to threaten the livestock.
“Real Shit wears its brand activism on its cans in a collaboration with artist Laurina Paperina in protest against the TTIP. The Italian start-up selling wholesome organic manure sourced straight from the farmyard has joined forces with Paperina in defiance against the Transatlantic Trade and Investment Partnership (TTIP).”
“Real Shit and Paperina believe that contracts like TTIP & CETA threaten the wellbeing of animals and are passionate in their belief that food should be created in holistic, nurturing environments rather than in the sole interest of large food corporations. Real Shit was founded by Federico Lodolini, Riccardo Mercati and Alan Dindo with the aim of bringing wholesome organic farmyard manure to urban farmers and horticultural revolutionaries. The brand seeks to remind us that eating is an agricultural act and that food consciousness starts from the rediscovery of where food comes from.”
“Laurina Paperina, renowned for her witty responses to current events, has designed a distinctive limited edition Real Shit can label in the hope that the collaboration can contribute to public debate and drive meaningful change at a community level. Proceeds from the sale of the cans will be donated to the #STOPTTIP campaign.”
Real Shit is designed in a comical way using humorous illustrations in order to truly reach consumers and get them to take a stand. Buying manure is probably one of the least glamourous things, and the packaging embraces this. There’s a chicken angrily pooping right on the front and a dazed cow begging you to “Boycott TTIP!” The thin doodle-style writing makes it clearly look like it was lovingly designed by hand, reminding us that even one person can make a difference in the world—and that voices together can be heard.
Federico Lodolini, Co-Founder of Real Shit, commented, “Our ultimate mission is to rediscover the ancient rural tradition of growing organic food. We believe that the TTIP endangers biodiversity by cutting out niche production, and puts at risk many European achievements in terms of food safety and animal welfare. That is why we want to show responsibility for what we stand for by planting a flag against the TTIP. Laurina Paperina’s vivid art work was the perfect way to help us to express our beliefs.”
Laurina Paperina added, “The idea of taking a stand against the TTIP is very important to me. I think that everybody is responsible for fighting against what threatens our health. This is my personal contribution. I must admit that designing the label of a can of ‘Shit’ was particularly appealing for me since I created a character called ‘Shitman’ many years ago. I couldn’t resist! The design was instinctive, natural—the only way possible.”