From Waste To Taste is a Finnish organisation focused on reducing the amount of food getting thrown away. Fazer started collaborating with the organisation through the Sitra foundation’s Fiksu arki competition, which promotes the development of new Finnish solutions for smart everyday living. From Waste to Taste is encouraging people to change their attitudes about what should be considered as waste, as well as raising awareness on how everyone can reduce food waste. The collaboration includes a consumer attitude survey and tastings of new recipes made from rescued food products. From Waste To Taste has also started Finland’s very first food waste restaurant – Loop, in Helsinki. As much as 90 per cent of what is served at Loop is made of food that was about to be thrown away by supermarkets, wholesalers and restaurants.
“We want to get everyone involved in fighting food waste and the biggest task is to change attitudes towards the value of food,” says Johanna Kohvakka, founder of the organisation. “Making food waste a fun way of eating is one way to raise awareness.”
Luckily, consumers seem to be ready for the food waste revolution too. An average of 41 per cent of the participants in a Nordic study made by YouGov earlier this year responded positively to eating meals made of ingredients that are about to expire.
When Jonny Zackrisson, quality environmental health and safety manager, Fazer Food Services, looks into the crystal ball he predicts that new techniques will facilitate the measuring and controlling of food waste in the near future. Zackrisson believes that the key to winning the war against food waste is to include all parties in the food chain – even the guests in the restaurants. “Our common goals need to be both ambitious and measurable,” he says.
Are you interested in learning more about food waste? Download our Food Waste Management guide here
Are you interested in learning more about sensory science and food, such as new proteins? Read about this and other news and food trends in our Future Food Trend Report 2019.