One of Britain’s oldest supermarkets has taken a positive step to reduce food waste.
After a successful trial, the Co-op’s East Anglia stores began to sell food to its customers up to a month past its best-before date at the beginning of December.
With its campaign headline ‘Don’t be a binner, have it for dinner!’, the 125 Co-op branches in the East of England hope to save at least two tonnes of food being wasted annually as they offer out of date products for 10p. Items on sale include dried, tinned and packet goods, but does not include meat, fish and dairy.
The UK Government’s waste advisory body, Wrap, reports that £13bn-worth of edible food is thrown away in the UK each year and Wrap is currently overseeing a major simplification of labelling.
Joint CEO and head of the Co-op’s retail division, Roger Grosvenor, said:
“During our trial we found our 10p items went within hours of being reduced, sometimes quicker. The vast majority of our customers understand they are fine to eat and appreciate the opportunity to make a significant saving on some of their favourite products.
This is not a money-making exercise, but a sensible move to reduce food waste and keep edible food in the food chain. By selling perfectly edible food we can save 50,000-plus items every year which would otherwise have gone to waste.”