Green Point, established in 2018 in Murska Sobota, is a fresh food hub that connects over 100 Slovenian growers with local consumers and institutions through a model grounded in short supply chains, sustainable practices, and digital transparency.
By partnering with local farms and embracing integrated production principles, Green Point ensures the year-round availability of fresh fruits and vegetables that are both safe and environmentally responsible. Their offering includes over 400 products, half of which are sourced locally. Emphasis is placed on food quality and traceability, including items with protected geographical status like Ptujski lük (Ptuj onion), cultivated using traditional methods for over two centuries.
Green Point plays a key role in Pomurje’s food system by supplying more than 150 institutions—such as schools, kindergartens, and businesses—with approximately 80 tonnes of fresh fruits and vegetables monthly. They also operate a retail and online shop, making fresh, local food easily accessible to households.
Green Point is a member of the European Network of Living Labs (ENoLL) and operates within a DIH AGRIFOOD (Digital Innovation Hub for Agriculture and Food Production) network focused on agrifood and rural development. It connects local producers, educational institutions, consumers, and policy-makers to co-create and test solutions that support sustainable food systems.
Green Point Living Lab combines expertise in sustainable nutrition, digital innovation, and community engagement. Through food literacy workshops, product tastings, and awareness campaigns, it fosters healthy and environmentally conscious eating habits. It also explores behavioural drivers of dietary change using participatory and data-driven approaches.
With a strong commitment to sustainability and circular economy principles, Green Point actively works to reduce food loss and waste while strengthening the resilience and transparency of agrifood systems. It serves as a real-life testing ground for digital and sustainable innovations, contributing to a more sustainable and inclusive food future. One of Green Point’s key milestones is the implementation of a unique blockchain-based traceability system that ensures full transparency and data integrity across the food chain. Using a simple QR code, consumers can access detailed information about fresh fruits and vegetables—from the date of sowing and harvesting to storage and delivery. This innovation builds trust and supports informed, conscious food choices.
In response to the global challenge of food waste, Zelena točka demonstrates that sustainability can also be delicious. By partnering with local businesses, it introduces circular economy models that valorize high-quality but often overlooked product—such as fruits and vegetables with cosmetic imperfections or temporary surpluses. These are transformed into value-added products like 100% natural smoothies, preserved goods, and fruit strips.
Co-developed with the social enterprise Jedro Ljutomer, the smoothie line was first tested by customers directly at Zelena točka, integrating community feedback into product development. In collaboration with Hudo Dobro, the shelves now also feature naturally processed fruit strips and pickled vegetables.
Through these initiatives, Zelena točka strengthens its commitment to sustainability, promotes efficient resource use, and supports inclusive socio-economic models that also engage vulnerable groups.
SUCCESS FACTORS
Local Supply Network: Green Point’s direct cooperation with over 100 local growers strengthens supply reliability, shortens transport routes, and supports the Slovenian farming sector.
Integrated and Certified Quality: The cooperative promotes integrated cultivation and also labels local food under “Lokalno.je” brand. Special attention is given to traditional, certified crops.
Multi-Channel Accessibility: With a physical store in Murska Sobota, an online shop, and B2B delivery, they ensure fresh fruits and vegetables to both individual consumers and large buyers across the region
Technological Innovation: Participation in EU-funded digital innovation projects allows them to test blockchain solutions for traceability, setting a regional benchmark in transparent food supply.
Living Lab Approach: Their Living Lab serves as a testing ground for new food experiences and educational outreach, engaging citizens through tastings, events, and discounts for members. This not only enhances consumer trust but fosters a participatory food system.
Community Integration: Zelena točka represents a bridge between local producers and consumers, encouraging regional self-sufficiency, environmental care, and awareness about healthy eating habits.