At a grocery store in Milan, Italy, the longer perishable food sits on the shelf, the cheaper it gets, as an electronic price tag automatically adjusts using an algorithm. The store is one of the first to implement technology from Wasteless, an Israel-based startup that aims to help shrink food waste at supermarkets by selling food before it has to be thrown out.
The underlying idea isn’t new—many stores have discount sections or shelves that attempt to sell soon-to-expire items. But those sections tend to include only a few items, since it’s hard for stores to manage moving products around, and many shoppers ignore them.
“Any time a product has been removed from its regular section, slapped with a different-colored price tag, or even labeled as being discounted, the product immediately acquires a stigma in the mind of the consumer,” says Oded Omer, founder and CEO of Wasteless. “Certainly, some consumers are happy about discounts and actively shop in the discount sections. But with an expiration date, there is an aura of freshness that carries a weighted impact. Consumers are much happier to hunt out longer expiration dates than they are to buy discounted or relocated fresh groceries. Expiration-date hunting is probably the biggest factor in retail food waste, so this is what we need to address. And it’s not the fault of the consumer—it’s just smart shopping to spend the same amount of money for something that will last much longer. We need to make it smarter to do the opposite, which means making it easy and attractive to purchase those slightly older items.”It’s one solution for a major part of the food waste challenge. In the U.S., around 10.5 million tons of food is thrown out at retail stores each year. That’s a problem if it goes to landfills, where rotting food emits potent greenhouse gases, but also a problem in the rest of the food chain, where all of the energy and water that went into growing and transporting that food was wasted.
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