Interview: practitioners on food waste reduction (angle 7)

Every year, approximately 88 million tonnes of food are wasted across the European Union alone, representing an economic loss of €143 billion and generating roughly 170 million tonnes of CO₂ equivalent emissions. When we speak with practitioners leading food waste reduction initiatives across Europe, one theme emerges consistently: without rigorous metrics and proven implementation frameworks, even the most well-intentioned sustainability programs fail to achieve meaningful impact. This article distills insights from sustainability directors, supply chain managers, and circular economy specialists who have successfully deployed food waste reduction strategies at scale—revealing not just what to measure, but how leading companies have transformed measurement into measurable outcomes.

Why It Matters

The urgency of food waste reduction in Europe has intensified dramatically between 2024 and 2025. According to the European Commission's latest assessment, food waste accounts for 16% of the total environmental impact of the EU food system, while the Farm to Fork Strategy has set legally binding targets requiring member states to reduce food waste by 30% at retail and consumer levels by 2030. The economic implications are equally compelling: Eurostat data from 2024 indicates that European households discard food worth an average of €700 annually, while commercial food service operations lose between 4-10% of food procurement costs to preventable waste.

"The regulatory landscape shifted fundamentally in 2024," explains Dr. Helena Johansson, Director of Sustainability at a major Nordic food retailer. "The EU's revised Waste Framework Directive now mandates standardized food waste measurement and reporting. Companies that lack robust metrics systems are not merely missing sustainability targets—they're facing compliance risk."

From a climate perspective, the Intergovernmental Panel on Climate Change estimates that food waste contributes 8-10% of global greenhouse gas emissions. In Europe specifically, the European Environment Agency's 2025 report highlighted that preventing food waste offers one of the highest-impact decarbonization pathways available to the food sector, with avoided emissions often exceeding 3 kg CO₂e per kilogram of food saved at the consumer level.

The business case has become irrefutable. Research from WRAP (Waste and Resources Action Programme) published in late 2024 demonstrated that for every €1 invested in food waste prevention programs, companies realize an average return of €14 through reduced procurement costs, lower waste disposal fees, and enhanced operational efficiency.

Key Concepts

Circularity refers to the systemic approach of keeping food and its embedded resources in productive use for as long as possible. In the food waste context, circularity encompasses prevention at source, redistribution for human consumption, conversion to animal feed, and ultimately composting or anaerobic digestion. The EU's Circular Economy Action Plan explicitly positions food waste reduction as a cornerstone metric, with leading practitioners emphasizing that true circularity requires tracking food flows across all value chain stages rather than measuring only end-of-pipe waste volumes.

Traceability represents the ability to track food products throughout the supply chain—from farm to fork and, increasingly, to final disposition. Advanced traceability systems leverage IoT sensors, blockchain verification, and AI-powered analytics to identify waste hotspots, predict shelf-life variability, and enable targeted interventions. Practitioners note that traceability investments typically achieve payback within 18-24 months through waste reduction alone.

Extended Producer Responsibility (EPR) shifts end-of-life management obligations onto producers and importers. While EPR schemes have historically focused on packaging, the 2024 revisions to EU waste policy signal expansion into food waste management. Under emerging frameworks, food manufacturers and retailers bear increasing responsibility for minimizing waste throughout their products' lifecycle, creating powerful incentives for upstream prevention.

Digital Product Passport (DPP) represents an emerging regulatory requirement under the EU Ecodesign for Sustainable Products Regulation. For food products, DPPs will encode comprehensive sustainability data including carbon footprint, shelf-life parameters, and recommended handling conditions. Early adopters report that DPP implementation improves demand forecasting accuracy by 15-25%, directly reducing overproduction and associated waste.

Battery storage and cold chain optimization have emerged as critical enablers for food waste reduction, particularly for fresh and perishable products. Renewable-powered cold storage with battery backup ensures temperature stability during grid fluctuations, reducing spoilage rates. Industry data from 2024 indicates that optimized cold chain management can reduce post-harvest losses by 30-50% for temperature-sensitive products.

What's Working and What Isn't

What's Working

AI-powered demand forecasting has emerged as the single most impactful technology intervention for retail food waste reduction. Carrefour's implementation across French stores demonstrated a 20% reduction in fresh produce waste within the first year of deployment. The system analyzes over 200 variables—including weather patterns, local events, historical sales, and social media sentiment—to generate ordering recommendations that minimize both waste and stockouts. "The key insight was integrating external data sources," notes their Chief Sustainability Officer. "Internal sales history alone captures perhaps 60% of demand variability."

Surplus food redistribution platforms have achieved remarkable scale across Europe. Too Good To Go now operates in 17 European countries, having facilitated the rescue of over 300 million meals since inception. Their 2024 annual report documented partnerships with 170,000 European food businesses. Critically, the platform's success stems from solving the economic equation: participating businesses receive revenue (typically €3-4 per meal) for products that would otherwise generate disposal costs.

Dynamic pricing systems connected to real-time shelf-life monitoring have demonstrated consistent results. Wasteless, an Israeli-founded company with significant European operations, reports that its electronic shelf label systems reduce waste of price-marked products by 32% while simultaneously increasing revenue by 6%. The technology adjusts prices automatically as products approach expiration, optimizing the trade-off between margin preservation and waste prevention.

What Isn't Working

Voluntary corporate commitments without standardized metrics continue to undermine sector-wide progress. A 2024 analysis by the EU Platform on Food Losses and Food Waste revealed that companies using different measurement methodologies report waste reduction figures varying by up to 40% for identical operations. "We cannot manage what we cannot measure consistently," observes Dr. François Bellanger of INRAE. "The absence of mandatory, harmonized protocols allows greenwashing while obscuring genuine progress."

Consumer behavior change campaigns in isolation have consistently underperformed expectations. Meta-analyses of European food waste awareness campaigns show typical waste reduction impacts of 2-5%—far below the reductions achieved through structural interventions like improved packaging, date labeling reform, or retail layout optimization. Practitioners emphasize that campaigns work best when combined with enabling infrastructure, such as improved domestic storage solutions or community composting access.

Fragmented cold chain management remains a persistent challenge, particularly for cross-border food movements. Despite technological solutions existing, interoperability failures between national logistics systems result in temperature excursions affecting an estimated 12% of perishable shipments within the EU. The resulting spoilage and safety-driven disposal represents billions in preventable losses annually.

Key Players

Established Leaders

Tesco PLC has invested over £100 million in food waste reduction since 2016, achieving a 53% reduction in operational food waste by 2024. Their public disclosure of food waste data across all markets set an industry precedent that continues to drive sector transparency.

IKEA Food Services implemented a food waste measurement system across 400+ stores globally, targeting 50% reduction by 2025. Their methodology, developed with the World Resources Institute, has become a template for hospitality sector measurement.

Nestlé Europe committed €2 billion to sustainable packaging and waste reduction through 2025, with specific targets for reducing food loss in manufacturing by 50%. Their factory-level AI monitoring systems have demonstrated 25% waste reductions across European production facilities.

Lidl/Kaufland (Schwarz Group) deployed standardized waste tracking across 12,500 European stores, with real-time dashboards enabling store-level benchmarking. Their supplier engagement program requires food waste reporting as a procurement condition.

Danone achieved B Corp certification while reducing manufacturing food waste by 30% across European operations. Their integration of waste metrics into executive compensation demonstrates alignment between sustainability goals and business incentives.

Emerging Startups

Winnow Solutions (UK) provides AI-powered food waste monitoring for commercial kitchens, deployed in over 2,000 sites across 40 countries. Their 2024 Series C funding of $25 million reflects investor confidence in the commercial kitchen analytics segment.

Too Good To Go (Denmark) has expanded beyond surplus redistribution into consumer education and B2B surplus management, processing over 2 million transactions weekly across Europe by late 2024.

Mimica (UK) developed dynamic freshness indicators that change color based on actual product condition rather than arbitrary date labels. Major European retailers began pilot programs in 2024, with early results suggesting 20-40% reductions in date-label-driven waste.

Orbisk (Netherlands) provides automated food waste monitoring using computer vision, enabling kitchens to identify waste composition without manual sorting. Their technology has been deployed across 500+ European hospitality sites.

Apeel Sciences (USA with EU operations) offers plant-based protective coatings that double or triple produce shelf life. Following EU regulatory approval in 2023, European deployment has expanded to major retail chains in Germany, France, and the UK.

Key Investors & Funders

European Investment Bank (EIB) allocated €2.4 billion to circular economy investments in 2024, with food waste reduction explicitly prioritized under the EU's Sustainable Finance taxonomy.

Circularity Capital (UK) manages over €400 million focused exclusively on circular economy ventures, with food waste technology representing their largest sectoral allocation.

Astanor Ventures (Belgium) raised €300 million for their second fund in 2024, specifically targeting food systems transformation including waste reduction technologies.

Five Seasons Ventures (France) focuses on food and agriculture technology, with portfolio companies including multiple food waste solutions that have achieved EU-wide deployment.

EU Horizon Europe Programme committed €320 million to food systems research for 2024-2027, with food loss and waste prevention identified as a priority research challenge.

Examples

1. REWE Group (Germany) - Integrated Waste Intelligence Platform

REWE implemented a comprehensive food waste management system across 3,700 German supermarkets between 2022 and 2024. The platform integrates real-time inventory tracking, AI-powered demand forecasting, and dynamic markdown optimization. Results documented in their 2024 sustainability report show: 40% reduction in fresh produce waste, €85 million annual cost savings, 127,000 tonnes of CO₂e emissions avoided, and redistribution of 28 million meals to food banks via partnerships with Tafel Deutschland. The implementation required €45 million investment over three years, achieving payback within 18 months. Key success factors included executive-level sponsorship, store manager incentive alignment, and integration with existing ERP systems.

2. Compass Group UK - Kitchen Waste Monitoring at Scale

Compass Group deployed Winnow Vision AI-powered waste monitoring across 1,200 UK hospitality sites, representing the largest single deployment of kitchen waste analytics globally. The system uses cameras and machine learning to automatically identify and quantify food discarded during preparation and post-service. Documented outcomes include: 50% reduction in kitchen food waste within 12 months, £7 million annual cost savings, staff engagement scores for sustainability increasing 34%, and identification of systematic over-portioning issues enabling menu optimization. The program has since expanded to Compass operations in France, Germany, and the Netherlands.

3. Migros (Switzerland) - Intelligent Date Labeling Reform

Migros systematically reviewed date labeling across 500+ product lines in 2023-2024, removing "best before" dates from products where quality remains stable long past arbitrary dates, and replacing static dates with dynamic indicators where appropriate. Results after 18 months: 30% reduction in date-label-driven waste for modified products, consumer surveys indicating 67% support for the changes, €12 million in reduced waste costs, and establishment of an industry-wide Swiss date labeling reform coalition. The initiative required careful consumer communication and regulatory engagement but demonstrated that date labeling represents a high-impact, low-cost intervention opportunity.

Action Checklist

• Implement standardized food waste measurement following the EU FUSIONS methodology or WRI Food Loss and Waste Protocol to ensure data comparability and regulatory compliance
• Deploy real-time waste monitoring technology in highest-volume or highest-value food handling operations, targeting >20% waste visibility improvement within six months
• Establish surplus redistribution partnerships with local food banks or platforms like Too Good To Go, with contractual arrangements that address food safety liability and logistics
• Review and optimize date labeling practices across product portfolios, prioritizing removal of unnecessary "best before" dates where product stability permits
• Integrate food waste KPIs into management dashboards and executive compensation structures to ensure organizational accountability
• Invest in demand forecasting capabilities, either through internal development or third-party solutions, targeting >15% improvement in forecast accuracy for perishable categories
• Conduct cold chain temperature mapping to identify and remediate waste-generating excursions, particularly at transfer points between supply chain stages
• Engage suppliers with food waste reduction requirements, establishing measurement and reporting obligations as procurement conditions
• Pilot dynamic pricing technology for products approaching expiration, measuring both waste reduction and margin impact before scaled deployment
• Prepare Digital Product Passport implementation roadmaps in anticipation of EU regulatory requirements, leveraging the data infrastructure for demand planning and waste reduction

FAQ

Q: What metrics should organizations prioritize for food waste measurement? A: The EU's recommended hierarchy emphasizes three core metrics: absolute tonnes of food waste generated (for regulatory reporting), food waste as a percentage of food handled (for operational benchmarking), and financial value of food waste (for business case articulation). Leading practitioners also track waste by product category and supply chain stage to enable targeted interventions. The critical principle is consistency: using standardized definitions and measurement methodologies enables meaningful comparison over time and across operations. The WRI Food Loss and Waste Protocol provides globally recognized guidance, while EU-specific requirements are codified in Commission Delegated Decision 2019/1597.

Q: How do companies calculate return on investment for food waste reduction initiatives? A: ROI calculations should capture both direct and indirect value streams. Direct savings include reduced food procurement costs, lower waste disposal fees, and revenue from surplus sales. Indirect benefits encompass reduced carbon compliance costs (increasingly material as EU ETS expands), brand reputation value, and risk mitigation related to regulatory compliance. Industry benchmarks suggest procurement cost savings typically represent 60-70% of total ROI, with disposal cost reductions contributing 15-20% and surplus revenue 10-15%. The WRAP "True Cost of Food Waste" framework provides detailed methodologies for comprehensive ROI assessment.

Q: What role does technology play versus operational and cultural change? A: Experienced practitioners consistently emphasize that technology enables but does not replace operational discipline and cultural transformation. The most successful implementations combine measurement technology with staff training, incentive alignment, and process redesign. One sustainability director summarized: "AI gave us visibility, but changing ordering behaviors, portion sizes, and waste handling practices required sustained management attention and frontline engagement." Organizations that deploy technology without accompanying change management typically achieve 30-50% lower waste reductions than those with integrated programs.

Q: How should organizations approach the trade-off between food waste reduction and food safety? A: This perceived trade-off often reflects outdated thinking rather than genuine operational constraints. Modern food waste reduction approaches prioritize prevention at source (better forecasting, appropriate ordering) and redistribution while maintaining full safety compliance. Where products cannot be safely sold or donated, animal feed conversion and composting represent high-value alternatives to landfill. Regulatory frameworks including EU Regulation 178/2002 provide clear guidance on safety requirements for surplus redistribution. The key insight is that waste reduction and food safety are complementary objectives: both benefit from improved traceability, temperature monitoring, and quality management systems.

Q: What emerging regulations will shape food waste reduction requirements through 2030? A: The regulatory trajectory is toward mandatory measurement, public disclosure, and binding reduction targets. The revised EU Waste Framework Directive requires all member states to implement food waste monitoring by 2025, with 2027 deadlines for setting national reduction targets. The Corporate Sustainability Reporting Directive (CSRD) will require large companies to disclose food waste data from 2025. Additionally, the Digital Product Passport requirements under the Ecodesign for Sustainable Products Regulation will eventually extend to food categories, creating new data infrastructure obligations. Forward-thinking organizations are treating these requirements as catalysts for operational improvement rather than compliance burdens.

Sources

• European Commission. (2024). Food Waste Measurement in the European Union: Annual Report 2024. Brussels: Publications Office of the European Union.

• WRAP. (2024). The Business Case for Reducing Food Waste: Economic Analysis of Prevention Investments. Banbury: Waste and Resources Action Programme.

• European Environment Agency. (2025). Food Systems and the Environment: Impacts and Pathways to Sustainability. Copenhagen: EEA Publications.

• World Resources Institute. (2024). Food Loss and Waste Protocol: Corporate Standard Version 2.0. Washington, DC: WRI Publications.

• Too Good To Go. (2024). Annual Impact Report 2024: Fighting Food Waste Across Europe. Copenhagen: Too Good To Go International.

• EU Platform on Food Losses and Food Waste. (2024). Recommendations for Harmonized Food Waste Measurement Across Member States. Brussels: European Commission DG SANTE.

• Intergovernmental Panel on Climate Change. (2023). Climate Change and Land: Special Report on Climate Change, Desertification, Land Degradation, Sustainable Land Management, Food Security, and Greenhouse Gas Fluxes in Terrestrial Ecosystems. Geneva: IPCC Secretariat.