Too Good To Go achieves a major breakthrough in the fight against food waste and joins forces with food producers such as Unilever and other leading international food producers. In the footsteps of 12 other European countries, a new “look, smell, taste – before you waste” label is standard on their packaging on Dutch shelves. The brand has proven to be effective and allows consumers to rely more on their senses instead of just the Best Before date. Worldwide, more than 1/3 of all food is thrown away. In Denmark, 10% of food waste can be traced back to a misinterpretation of the shelf life labels.
Do not focus on the best before date
Misinterpretation of best before dates inevitably leads to food waste. Research from Too Good To Go, the app against food waste, shows that one in 10 Dutch people believes that food is not safe to eat after the best before date. This while products with a best before date, unlike products with a best before date, cannot be destroyed quickly and are usually still safe to eat. Geertje Zeegers, Country Manager Too Good To Go: “We need to get rid of the idea that food is no longer edible once its best-before date has been exceeded. Our research shows that one in four Dutch people has a hard time deciding if something is still safe to eat, and half throws food out, based solely on the best-before date. By staring blindly at this, food is wasted, which is still safe to eat and very tasty. ” The new packaging brand that Too Good To Go is introducing on the Dutch shelf is asking consumers to trust their senses. Is the texture, aroma and taste OK, but the best before date has passed? Then it is definitely to consume.
Dutch shelves next
The new ‘look, smell, taste – before you waste’ brand has already been successfully introduced by Too Good To Go in 12 European countries, including Belgium, England and Italy. Since 2018, it has stood on 4,209 product lines in Europe, and now it’s the turn of the Dutch shelf. The brand is used in the Netherlands on products from: Unilever (Hellmann’s, Knorr, Unox, Calvé and Conimex), La Vache qui rit, St Môret, De Smaakspecialist (Smaak, RAW Organic Food), Bangs, Yakso, Bionova, Trafo, Yespers, Donny Craves, The Second Youth, BitesWeLove, BUMI, Wholy Greens, MyMuesli, Pineut, 5th Season Fruit, Bertolli and Jean Batôn.
Today, participating companies signed a pledge at the Too Good To Go office in Amsterdam, in which they commit to reducing food waste. The Together Against Food Waste Foundation was also present to support the initiative. The Too Good To Go team is determined to get as many companies as possible to include the label ‘look, smell, taste – before you waste’ on their packaging.
Esther van Spronsen, Marketing Director Foods at Unilever: “We all know that too much food is wasted. As Unilever, we have set a goal of halving food waste by 2025, from production to supermarket shelves. Together with Too Good To Go, we now also want to help consumers at home waste less food. Once a best-before date has passed, you can trust your senses perfectly. By adding the new ‘look, smell, taste’ logo on various packaging, we hope to tackle confusion about best-before dates and reduce food waste at home. “
Photo: Participating food companies: From left to right: Pieter van der Manden (Wholy Greens), Kathelijn van Elk (Too Good To Go), Rob van Erven (Donny Craves), Pieter Dirven (The Taste Specialist), Marleen Basart (BitesWeLove), Leonne Vos (Unilever), Aleks Fiege, Bertolli (Jean Bâton), Geertje Zeegers (Too Good To Go), Florian Rath (BUMI), Esther Slegtenhorst – van Spronsen (Unilever), Nadine Heemskerk (Pineut), Thor Tummers (Unilever) . ), Eline van Twist – Rombouts (La Vache qui rit).