Spain · Packaging · Food · Solidarity

Free-range eggs that fight breast cancer — and that blind shoppers can read on their own.

Alcampo and Rujamar released a limited-edition free-range egg pack under the «Cultivamos lo bueno» own label, with a NaviLens code printed on the carton: every pack sold donates to the CRIS Cancer Foundation for breast-cancer research, and blind and partially sighted shoppers can hear product origin, grade, batch and best-before date without asking for help on shelf.

Limited-edition Alcampo Cultivamos lo bueno free-range egg carton with NaviLens code and pink breast-cancer ribbon.

76,800: Limited-edition packs released
€0.10: Donated per pack to the CRIS Cancer Foundation
40: Languages supported by the NaviLens read-out
12×: Detection distance vs a standard QR

Alcampo · Rujamar

Alcampo is the Spanish hypermarket chain of French group Auchan. Under its «Cultivamos lo bueno» own label it works with local producers such as Rujamar, a poultry group founded in 1985 in Cuenca and specialised in barn, free-range and organic eggs with animal-welfare and sustainability standards.

In October 2023, coinciding with breast-cancer awareness month, Alcampo and Rujamar put on sale 76,800 limited-edition free-range egg packs: a donation to the CRIS Cancer Foundation plus a NaviLens code on the carton to make the pack accessible to blind and partially sighted shoppers.

01
Egg info is unreadable without sight
Origin, producer code, grade L, category A, batch and best-before date are critical printed in tiny type on the carton; a blind shopper cannot check them in store or at home.
02
Limited edition, short window
As a small series (76,800 packs) tied to Pink October, accessibility had to be embedded in the solidarity redesign without delaying time-to-shelf or adding cost.
03
Consistency with the social message
A pack supporting breast-cancer research but leaving blind shoppers out would be contradictory: Alcampo and Rujamar wanted the edition to be solidarity-led and inclusive at the same time.

The NaviLens code is printed directly on the cardboard carton, in the same industrial flow as the rest of the solidarity design, with no extra labels. The free NaviLens and NaviLens GO apps detect it up to 12 times further away than a standard QR, at angles up to 160°, in 1/30 of a second and under any lighting condition, with no focusing needed.

On scan, the user hears in their language (up to 40) the product name, the «Cultivamos lo bueno» brand, Rujamar as origin, the type (free-range eggs grade L, category A), the pack count, storage instructions and the information on the donation to the CRIS Cancer Foundation.

“For every pack sold, Alcampo and Rujamar will each donate 5 cents to the CRIS Cancer Foundation for breast-cancer research, and the cartons include NaviLens codes so that people with visual impairments can access all the pack information independently.”

Alcampo · sala de prensa corporativa (Alcampo & Rujamar) · Alcampo + Rujamar press release (Oct 2023)
Alcampo ↗

9 Oct 2023
Solidarity edition launch
Alcampo and Rujamar announce, in the corporate press room, the special edition of «Cultivamos lo bueno» free-range eggs: 76,800 packs, joint donation to the CRIS Cancer Foundation and NaviLens code on the carton.
Oct 2023
Featured as a tech-inclusion case
Outlets such as Murcia Startup highlight the case as an example of Murcian technology (NaviLens, a University of Murcia spin-off) making FMCG aisles solidarity-led and inclusive at the same time.
Since 2023
Replicable model for FMCG
The case becomes an internal reference inside Auchan/Alcampo for future limited editions: combining a social cause (oncology, SDGs) with sensory accessibility in the same pack, at no extra cost to the shopper.