Imagine a perfectly good apple being thrown away just because it's the wrong shape or color for a supermarket shelf. This work finds ways to sell those 'ugly' but tasty foods instead of wasting them. It creates new business plans to get these products to customers who don't mind the looks.
Perfectly edible food is wasted because it doesn't meet strict visual or size standards. This creates financial loss for producers and inefficiency in the supply chain.
The project is building food waste estimation models and alternative marketing models based on the Sustainable Business Model Canvas.
If you are a supermarket chain dealing with high waste from strict aesthetic rules — this project developed alternative marketing models that could reduce food waste by 60% to 80% through new ways to sell suboptimal produce.
If you are a processor dealing with raw materials that don't meet grade standards — this project developed valorisation strategies that turn these rejected items into profitable products.
If you are a farm dealing with crops or dairy that fail private marketing standards — this project developed a Sustainable Business Model Canvas to find feasible and scalable ways to sell these goods.
Based on available project data, the validated solutions are expected to reduce food waste due to marketing standards by 60% – 80%.
Yes, the project uses the Sustainable Business Model Canvas to ensure solutions are scalable and is testing them across five different EU countries.
Based on available project data, specific licensing terms are not provided, but the project involves 8 industry partners in the co-development process.
The project analyzes public and private marketing standards to provide recommendations for policymakers to revise or design better standards.
The project runs from 2024-01-01 to 2026-12-31, with the first 18 months focused on building the evidence base and preparing pilot actions.
The consortium is heavily weighted toward commercial application, with 8 industry partners (47% of the group) and 7 SMEs. This high industry ratio, combined with 5 universities and 4 other organizations across 8 countries, suggests the output will be focused on market viability rather than just academic theory.
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Contact us to access the Sustainable Business Model Canvas for suboptimal food valorisation.
