Innovation

The relationship between food and culture has always been complex. The same can be said about how we treat our food waste. A recent study completed by Aschemann-Witzel et al. (2018) dived into the relationship between food-related lifestyle patterns and food waste amongst different cultures and consumer groups. The results are staggering, with data suggesting that nearly one-third of human food production is wasted within the supply chain and in consumer households. To put this in perspective, for every kilogram of food wasted, just over 2.5kg of CO2 is emitted - which compounds when that item of food ends up in a landfill and generates methane, 25 times more potent than CO2.

As legislation and technology rise to the challenge of solving food equity, the rising cost of living, and strained supply chains - initiatives such as FoodPrint take center stage.

Founder Michal Garvey has built a values-based business that solves the issue of reducing the amount of Co2 emitted by landfill waste and creates a more equitable market that simultaneously incentivizes positive behavior and attitude changes in consumers. As Michal puts it, “Losing food is losing money,” and for many small business owners, when they are given a choice to mitigate loss in profitability, they’ll take it. “I received an overwhelmingly positive response, especially in Auckland… There were very few eateries that traditional food rescue organizations serviced. And a huge part of the reason for that is the scale of surplus food from these establishments and the logistics involved with it… larger food rescue organizations tend to focus on, you know, supermarkets and producers - this means that there was a gap in the market of something servicing smaller-scale hospitality and small-scale retail, which can account for 10 to 20% of total food waste.”

Cleverly, because the FoodPrint app only facilitates food distribution, all food still falls under Aotearoa’s Food Control Plans, meaning Foodprint can safely distribute high-quality food. “We just facilitate the purchase. So that means that we do not require our own food control plan… Most of the food sold on the app is made that same day or probably yesterday, depending a little bit on what it is. We don't allow eateries to sell food that is past its “use by” date…but we do allow eateries to sell food that is past its “best before” date.” If you are not sure what the difference is, a “use by” date indicates the food's recommended lifetime before it is unsafe to eat; however a “best before” date is the recommended date the food is at its freshest and best.

Inspiration

So what inspired Michal to take on consumer food-related behavior here in Aotearoa? “So, I think for me, sustainable food systems and the impacts that our food systems have on the environment have always been an interest of mine. I worked overseas in the UK for HelloFresh, which is similar to a global milk delivery service. And that was sort of my introduction into food technology.” She describes inspiration drawn from similar food distribution systems developed in Europe that “really resonated with me. And so I returned to New Zealand intending to bring what became FoodPrint to life”.

When asked about how corporate values and continuous improvement take shape within her team, she states, “I think it's evident, like if you look at, say, my team, we are all really focused on positive change, wanting to work in sustainability, care about the environment, you know, constantly sharing changes that we have made in our personal lives with each other so that we can all build off them. So I think the biggest, clearest value is care for the planet”.

As for the product, Michal strives to create an application that is not only super easy for consumers to use but also relevant as a tool for local eateries. “Our CRM system is probably a great example of that. When we first set that up at the beginning of 2020, we were probably only using 10 to 20% of its capability. You know, over the last couple of years, we have spent much time streamlining it and looking for all of the efficiencies our product offers… We are building some new features for our eateries, which will make their lives even easier. It is already super easy for them to use, and that's the feedback we get from most of them. But we wanted to look for ways to make it even easier. So yeah, there is constant development and improvement, both within our products and our internal processes.”

Overall impact

Reviewing past literature, mitigating the environmental impact of a waste-driven agriculture ecosystem while ensuring food security takes a lot of work.

Recommendations range as far as 1) technological mitigation, 2) the diversification and sustainable intensification of agriculture, 3) dietary shifts towards plant-based diets, and 4) avoidance of food losses and food waste (Lukasz et al. 2016).

FoodPrint’s innovation impacts local eateries and consumer attitudes toward waste while benefiting consumers and the environment. Michal alludes to her experience with the Theory of Planned Behaviour (Azjen, 1991) and some of the hurdles she and her team faced when introducing customers and eateries to this new way of thinking about their food. Their success as a team has saved thousands of kilos of food from landfills.

“Over the four years that we have been operating, we have prevented around 75,000 kilos of a carbon dioxide equivalent gas from entering the atmosphere and contributing to global warming through Food Rescue. I love it. It is gratifying”.

They have measured their success by cleverly building a system into the app that records every food item’s weight to give them an average estimate of total GHG emissions minimized through their innovation. This allows each customer to see the impact they have made through their actions, live on the application, and gives FoodPrint vital data on the business impact and possible product improvements.

Business benefit

By partnering with local food outlets, FoodPrint receives a commission or fee for facilitating the sale of leftover food. Additionally, by collecting data on individual customers' impact on reducing GHG emissions, FoodPrint can use this information to attract investors or apply for further grants to develop their innovation. Furthermore, by addressing the critical issue of food wastage, FoodPrint can enhance its reputation as a socially responsible and sustainable business, which could attract more customers and increase brand loyalty.

Social and environmental benefit

The innovation of FoodPrint benefits society and the environment by reducing food waste and increasing food affordability. With 1 in 5 children in New Zealand living in households experiencing moderate to severe food insecurity and a significant percentage of the country's greenhouse gas emissions coming from food and organic waste (Ministry for the Environment, 2020), FoodPrint's partnership with local food outlets helps keep food out of landfills and in the hands of those who need it. The company's approach addresses a gap in the current food supply chain system, which mainly focuses on food waste produced by supermarkets and more prominent food distribution players.

By offering an alternative way to access affordable food while reducing waste, FoodPrint contributes to a more sustainable and equitable food system.

In addition to reducing food waste and helping to provide affordable meals, FoodPrint's innovation also has the potential to benefit society in several other ways:

• Economic benefits: By partnering with local food outlets, FoodPrint can help to support local businesses and create jobs in the food industry.

• Health benefits: By making affordable, healthy food more accessible, FoodPrint can help improve the community's overall health and well-being.

• Social benefits: FoodPrint's innovation can help to reduce food insecurity and hunger, which is particularly important for vulnerable populations like children and low-income families.

• Environmental benefits: By reducing the amount of food waste in landfills, FoodPrint can help reduce greenhouse gas emissions and other negative environmental impacts associated with food waste disposal.

Overall, FoodPrint's innovation has the potential to create a more sustainable and equitable food system that benefits both people and the planet.

Interview

Michal Garvey, Founder and Director at Foodprint