Supermarket chain to sell stock after 'best before' dates to cut food waste
A British supermarket has taken drastic action in food waste prevention by selling packaged foods beyond their best before date.
East of England Co-op will roll the policy out at their 125 stores across East Anglia which will see dried foods such as packets of chips and tinned products reduced to 10 pence (18 cents) and left on shelves.
According to the UK Food Standards Agency, the “best before” date centered around quality, as opposed to safety, and food is perfectly safe to eat despite being beyond its best condition, The Independent reported.
Co-op joint chief executive Roger Grosvenor told trade magazine The Grocer the company were making a conscious effort to reduce waste.
"This is not a money making exercise, but a sensible move to reduce food waste and keep edible food in the food chain," he said.
"By selling perfectly edible food we can save 50,000 plus items every year that would otherwise have gone to waste."
The campaign will be accompanied by the catchy slogan “Don’t be a binner. Have it for dinner!” and Grosvenor has revealed trials of the scheme have already been a roaring success.
“The vast majority of customers understand they are fine to eat.”
Australia's Foodwise campaign estimates $8 billion worth of household food waste is thrown out every year.
