In's Mercato: prevention, research and wellbeing at the heart of “Autumn in Pink”

In's Mercato is once again promoting “Autumn in Pink”, a rich programme of initiatives dedicated to prevention, research and women’s wellbeing, which will involve customers, employees and partners in October and November.

Prevention webinars

The programme of “Autumn in Pink”, opens with a new series of prevention webinars delivered together withFondazione Ieo-Monzino Ets, as part of a high-profile partnership that once again places health at the centre of everything. The meetings are dedicated to In's female and male employees and address some of the main issues related to cancer prevention and women’s and men’s health, with contributions from specialists. Four events are scheduled from October to December, exploring the genetics of female cancers, female cardiovascular prevention, men’s prevention and psycho-oncology.

PittaRosso Pink Parade

Another date to mark in the calendar is the PittaRosso Pink Parade, the walk supporting oncological research into female cancers by Fondazione Umberto Veronesi Ets, scheduled for Sunday 18 October, of which In's is once again a friend of: it will in fact be present on 17 and 18 October at the PittaRosso Pink Parade Village in Milan with a dedicated stand, where participants can receive a centrifuged fruit drink made with In's fruit and a branded shopper featuring the artwork created by Short Love Message, as part of a project through which the brand has chosen to bring its own language to the heart of Milan, through an encounter between urban art, creativity and everyday life.

This presence stems from the desire to highlight the link between food, movement and wellbeing and to remember how everyday choices can contribute to a healthy lifestyle. This year, the initiative is enriched with new content and significant developments, with the aim of promoting and highlighting the unbreakable link between a healthy diet, movement and health.

In's commitment will also be visible in the Pink Kit 2026, which will include, among the gifts for participants, the In's branded lip balm for women. Also for 2026, the PittaRosso Pink Parade will offer two ways to participate: the traditional 5 km walk in Milan, with the Ppp Village becoming a fully-fledged musical party afterwards, with entertainment by Radio Italia, and a distributed event that can be joined from any Italian city.

The fundraising campaign

The programme will then continue from 2 to 30 November with a fundraising campaign in support of the Fondazione Sico for training in oncological surgery. Throughout the initiative, at In's stores it will be possible to add 1 euros to one’s shopping directly at the checkout, donating it to Fondazione Sico, an Italian non-profit organisation dedicated to specialist training in oncological surgery.

In collaboration with the leading organisations and universities in the sector, it offers young talent an outstanding training programme focused on developing highly specialised skills. In's campaign thus aims to support the training of the next generation of oncological surgeons, in the belief that investing in skills also means contributing to the quality of care.

The comment

“Prevention also stems from the choices we make every day and from having access to accurate information. With Autumn in Pink, we want to make a tangible contribution to a culture of prevention, bringing together research, nutrition, movement and information. These initiatives perfectly embody this spirit: an event that combines sport, sharing and solidarity, enabling us to support an important cause such as research into female cancers,” comments Francesca Anna Salmaso, marketing & communications director of In's.

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.