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NRAs 2018: Food Waste Initiative

WINNER: Too Good To Go

Too Good To Go is a consumer marketplace for surplus food. The social enterprise is fighting food waste via its free app platform, which was launched in the UK in 2016. This allows food businesses to sell their surplus food rather than throw it away, which ensures that food is consumed and not wasted.

In the past, surplus food was recycled, used as animal feed or sent to landfill by food businesses. Too Good To Go is changing customer and business perspectives on food waste.

Food businesses can utilise the platform to recover sunk costs associated with the cost of food production, waste disposal and the cost of produce. Similarly, its users can rescue perfectly good food that was destined for the bin.

By connecting stores and customers on a B2C level, it offers a mainstream food waste solution. The interface is simple for shops and users alike, which encourages food businesses to engage with the platform.

JUDGES’ COMMENT: “This is a great idea and a good innovation in an area with a clear market. It has shown great uptake, engagement and impact.”

Additionally, its ‘magic box’ concept means that customers have an element of surprise and mystery to their purchase. Food outlets will fill up a takeaway box with whatever food is surplus that day. It also means that stores do not need to identify exactly what food is left, making the whole process easier and more likely to be implemented and continued.

food waste initiative

food waste initiative

Part of Too Good To Go’s strategy is to build a food waste community and movement to educate shops and customers on the impact of food waste. It does this through a blog and other social channels, sharing food waste news and waste reduction tips.

As of March this year, Too Good To Go had saved more than 130,000 meals from landfill and had around 189,000 registered users. Its ultimate mission is to create a wider awareness of the food waste problem.


  • Belfast City Council
  • FareShare
  • intu Eldon Square
  • Mitie
  • Pret A Manger
  • Jintong Zhu, Royal College of Art
  • Surrey County Council
  • Torfaen County Borough Council
  • Winnow

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