Tobiano is the founder of QualiBet, short for ‘Quality is Better’, a private facility that performs quality checks on food ingredients, food processing and water. The company was conceived this year after Tobiano recovered from a cancer reportedly caused by chemicals she unknowingly ingested in her food.
“This is a topic that not a lot of people are talking about. They don’t think it’s an important issue - until, of course, they get sick,” said Rod Nepomuceno, MD, Crush.
The print ads show silhouettes of fast food items, composed of words such as ‘calories’ and ‘fat’. Phase one of the campaign aims to make people question the quality of what they eating. Meanwhile, a trade campaign for the food and beverage industry will launch in coming weeks.
