Primrose London

Italy laughs for Primrose compost bins with names of Italian Ministers

Press Release   •   Nov 29, 2011 10:54 GMT

Silvio Berlusconi is political history, but, as often happens in these situations, his colleagues are working hard to “recycle” themselves to avoid losing power.

Primrose, a leading online retailer gardening products based inReading(, renamed the compost bins on its Italian website in honour of Berlusconi's Government Ministers. Italians seemed to enjoy the joke. Primrose Italia’s compost bins appeared in one of the most important Italian newspapers Il Fatto Quotidiano, read by millions, and the article liked by more than 8,000 people on Facebook.

“They come from London, the trash cans with the names of (Italian) Ministers” states Il Fatto Qutidiano. “From "fine dining" to compost, for the English, is a short step. After the pizzeria called “Bunga Bunga” in London, from England comes another innovation: a collection of organic waste disposal containers dedicated to Italian ministers. Apparently, British company Primrose decided to baptise its compost bins following this logic: to amaze. News to makes you smile. And think about it” – said Il Fatto Quotidiano - “the names of our political representatives were not chosen to christen awnings, luxury marquees or spacious greenhouses, but rather given to compost "rubbish" bins. It doesn’t give a clean and flawless picture of Italy. A picture that does not cost much either: from 179.95 euros for the beehive garden composter Stefania, up to 18.95 for the small Renato”.

Primrose has been trading online since 2003 in UK and in all over Europe, through websites in several languages. "By honouring our compost bins with the names of popular politicians” – says Ian Charles, CEO of Primrose - “we are hoping to encourage the use of composting by Italians, which is already very popular UK. We also want to pass a message in a pleasant way: even the parts that we dislike in our everyday life can be regenerated and turned into something useful if treated in the appropriate manner. Regardless of how sales go, we are very happy to make Italian people laugh in such a tough time"

“What about Silvio? There is no item with his name in Primrose” many readers commented on Il Fatto Quotidiano. “Now he’s history” – says Ian Charles – “but as soon as he recycles himself we’ll think of something special.”


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