Gruppo VéGé relaunches "Noi Amiamo la Scuola": the shopping trolley supporting education

Gruppo VéGé has launched the ninth edition of "Noi Amiamo la Scuola", the initiative that since 2017 has transformed the shopping trolley into a practical tool supporting Italian schools.

The initiative is carried out with the support of the Rete Itasf, a network of schools recognised by the Ministry of Education, University and Research, and is aimed at comprehensive schools, state and private schools of primary and secondary education, as well as nursery schools throughout the country.

How it works

Until 12 December 2026, all customers shopping at the more than 2.600 points of sale operated by the Group's participating companies will receive a QR code for every 15 euros spent (and multiples thereof), with the opportunity to obtain additional codes by purchasing accelerator products from the Ohi Vita brand (the Group's wellness private label), Mucho Amor (pet care and pet food range) and partner brands from the branded goods industry. The codes can be assigned to the preferred school through the dedicated app "Noi Amiamo la Scuola" (available on Android and iOS) or via the websites www.noiamiamolascuola.it and www.tuttiunitiperlascuola.it.

Participating schools will collect the codes donated by customers in a dedicated virtual wallet for each banner. At the end of the activity, a ranking for each banner will reward the schools that have collected the most codes with coupons to be used for the purchase of teaching materials and school equipment, with one Best School for each participating Group banner.

The results of the previous edition

In 2025, more than 23 million codes were donated, an increase of 116% compared with the previous year. The schools registered for the 2026 edition were 8.474, an increase of 819% compared with the launch in 2017.

This growth journey also received important recognition at European level. In December 2025, VéGé Retail won the European Commerce Award 2025 in the "Community Engagement" category, presented by EuroCommerce, the leading European organisation representing retail and wholesale. The award recognised the "Noi Amiamo La Scuola" programme as a unique model of community engagement on a national scale, capable of transforming everyday shopping into tangible social value for local communities.

The comment

"Every year, 'Noi Amiamo la Scuola' gives us the most tangible confirmation of what we believe: that large-scale retail is not just a place to do the shopping, but a point of reference for families and local communities,” said Francesca Repossi, marketing manager at Gruppo VéGé. “The previous edition saw more than 23 million codes donated and 8.474 schools registered: not only a result of which to be proud, but a measure of how local communities have made this initiative their own, year after year, together with all the Group's entrepreneurs who choose to participate in a major team effort to help families. Continuing to grow together with them, with tangible and lasting commitment, perfectly reflects the philosophy that has always driven Gruppo VéGé.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.