Danish Supermarket WeFood is breaking barriers by only selling food that’s past its sell-by date.
Supermarkets routinely throw out unsold food past its sell-by date despite being within its use-by date and therefore fit and safe to eat. This means that otherwise good food regularly goes to landfill.
By collecting unsold surplus food from other suppliers, WeFood is able to charge around 30% to 50% less than normal supermarkets. It currently has deals with one of Denmark’s largest supermarkets to offload its bread, as well as deals with citrus fruit importers, a butcher and a producer of organic fruit and nut bars. Volunteers help collect the food and take it to the supermarket’s premises in Copenhagen ready for resale.
Aimed not just at low-income families, Wefood says it hopes to attract consumers who are concerned about food waste and its impact on the environment, and help play a part in reducing the 700,000 tonnes of food waste Denmark produces every year.