Denmark has kick-started an idea the world is beginning to embrace.

Denmark recently opened it’s first ever food surplus supermarket.
The store is located in Copenhagen and is called Wefood and it sells produce at prices 30 to 50 per cent cheaper than normal supermarkets.

Wefood is the first supermarket of its kind in Denmark, and perhaps the world, as it is not just aimed at low-income shoppers, but anyone who is concerned about the amount of food waste produced in Denmark. Many people see this as a positive and politically correct way to approach the issue.

Almost 50% of the total amount of food thrown away in the UK comes from our homes. We throw away 7 million tonnes of food and drink from our homes every year in the UK, and more than half of this is food and drink we could have eaten.

France has become the first country in the world to ban supermarkets from throwing away or destroying unsold food, forcing them instead to donate it to charities and food banks.

Brands and Retailers are starting to follow the forward thinking strategy from Denmark and France that takes the current wastage issue head on. We need to get inventive and take greater responsibility for the global waste problem. So the future of packaging looks after future generations and leave a world can sustain an extra 2 billion people to be fed by 2050.

‘Waste Not Want Not’ campaign launched by The Grocer looks to help reduce the staggering levels of food waste in the food and drink industry.

“There’s a huge amount of perfectly edible food and drink that is either incinerated or goes to landfill, and that cannot be right” –Adam Leyland, The Grocer

Of the 1.9 billion tonnes of food waste in the UK, Wrap believes a shocking 1.1 million tonnes is ‘avoidable’. In other words, food that was fit for consumption, food that could easily and legally have been eaten. Has been thrown away. Currently only 17% of food waste that’s actually fit for human consumption is feeding the poor and needy.

Sustainability needs to grow in importance, driven by environmentally aware consumers and far more stringent regulations. Brands need to develop ‘intelligent packaging’, but will the proposed changes devalue brand equity?

The priority for brand owners of the future is to reduce costs and increase revenues in a sustainable way. NPD and packaging innovation are no longer a basic requirement for a brand; they are necessity if it wants to survive. Retailers and brands need to work closer than ever to develop new methodologies to reduce food waste and increase food distribution.

Most big brands have sustainability commitments for packaging and many other aspects of how the business words from transport to heating and waste management. Some including Philips, Coca-Cola and Asda even have a dedicated resource responsible for sustainable packaging, and set clear sustainable targets for their brands to hit.

The most common sustainable packaging trends are: downsizing/light weighting of packaging, increased use of recycled content, increased use of renewable sourced materials, improvements in packaging and logistical efficiency and increased recycling and waste recovery. Puma have an inventive way to giving further onward use to their packaging.

Now that’s food for thought for the rest of the world.

Dave Lambert
Creative Director

Denmark recently opened it’s first ever food surplus supermarket

Brands are downsizing packaging and increasing their use of recycled content

Puma's packaging can be used again and again