Natural Abundance launches world’s first NFT-based product packaging

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Natural Abundance launches world’s first NFT-based product packaging

7 Feb 2022

Jordan Winter

Jordan Winter is a journalist who wants to learn more and teach others about the world through storytelling. Dedicated to positive social change, her reporting is informed by years of experience writing, designing, and producing multimedia content for mission-driven publications and nonprofits.

As the creative director for Commercial Baking, Jordan is bringing life to the stories of diversity and sustainability in the commercial baking industry.

AUCKLAND, NEW ZEALAND — Natural Abundance, a plant-based food tech startup in New Zealand, has launched the first non-fungible token (NFT) based physical packaging. Holders of these physical packets will get free airdrop of digital NFT art minted on the Ethereum blockchain, with the art on OpenSea.

The 200 collectible packets are a one-of-a-kind set for the brand’s Blueberry Plant Cakes, and they will be printed and distributed exclusively across undisclosed Countdown supermarkets throughout New Zealand. The collectible packaging will be available starting on Waitangi Day, the national day of New Zealand on Feb. 6.

NFTs are the latest worldwide phenomenon … and they keep gaining attention. In essence, each NFT is a unique token that is a non-interchangeable unit of data stored on a digital ledger. NFTs can be used to represent unique and easily reproducible items such as photos, videos, audio and other types of digital files, and then use blockchain technology to establish a verified and public proof of ownership.

While NFTs exist in digital space, Natural Abundance’s first digital NFT-based packaging combines the best of both worlds: digital and physical.

“This is our first attempt to move retail to a new era of ownership and brand loyalty,” said Kristina Ivanova, managing director of Natural Abundance.

Consumers who hold one of these exclusive 200 packages will be holding one of the “world’s first” physical packets with digital art minted on the Ethereum blockchain using Layer 2 side chain scaling solution Polygon.

“We won’t blame you if you decide to devour our cake, but you will still have the physical asset to hold as your collectible,” Ivanova said.

“We wanted to reflect true New Zealand and portray our history of strong innovation and an attitude of punching above our weight globally.” —Kristina Ivanova | managing director | Natural Abundance

The Natural Abundance team reportedly spent months thinking about the art, before deciding to dedicate the NFT to the words “NEW ZEALAND” printed across all its packets. Each letter in the words “NEW ZEALAND” is dedicated to one unique and globally recognized New Zealand icon with their own unique story.

“We wanted to make something special, something bigger than us and our brand,” Ivanova said. “We wanted to reflect true New Zealand and portray our history of strong innovation and an attitude of punching above our weight globally.”

The Natural Abundance team said there’s something interesting about this new form of digital identification, especially on issues like access, exclusivity and the increasing rhetoric around ownership culture. They claim that NFTs are just another medium that allow brands to play with creativity.

“Our goal for the future is to explore ways to use blockchain technologies for our business and for our customers,” Ivanova said. “It will be the challenger brands like Natural Abundance that will set the tone for what’s to come.”

High-definition art of the NFTs can be viewed on OpenSea or on the Natural Abundance website.

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