Abstract
Consumers are directly and indirectly responsible for a significant fraction of food waste which, for a large part, could be avoided if they were willing to accept food that is suboptimal, i.e., food that deviates in sensory characteristics (odd shape, discoloration), or that has a best-before date which is approaching or has passed, but that is still perfectly fine to eat. The choice to accept or discard suboptimal food is taken either before or after purchase (hence, in the retail store or in the household). The aim of the European research project COSUS (Consumers in a sustainable food supply chain) was to increase consumer acceptance of suboptimal food, before and after purchase, by implementing targeted strategies that are based on consumer insights, and that are feasible for and acceptable by the food sector. To reach this aim, different methodological approaches were applied to analyze this issue, to experiment with different aspects, and to test the resulting interventions. Each of these approaches was undertaken by competent consortium partners from Denmark, Germany, Norway, Sweden and The Netherlands. The project finally provides validated strategies to promote the distribution and consumption of suboptimal foods, thereby improving resource efficiency in the food chain and contributing to a more sustainable food supply.
Highlights
A key element contributing to unsustainable food production and consumption is food waste.Approximately one third of all food is wasted at some point along the food value chain [1]
We suspect that there may be a difference between the two schemes; it is still unclear which structure produces more waste. The approach of this project, taking account all actors in the food supply chain and integrating the perspectives and findings of studies conducted in work packages not reported here, is what makes this a unique project with a great potential to reduce food waste by encouraging sustainable consumption of suboptimal foods
Choice experiments and focus groups revealed that consumers have a low tendency to purchase and consume suboptimal foods, and it is quite difficult to motivate them for doing so
Summary
A key element contributing to unsustainable food production and consumption is food waste. Foods deviate from consumption standards, either due to by developing products from left raw or materials, introducing packaging odd shape(e.g., or color, becausenew of other imperfections, becauseorofbybeing close new to the best-before date, technologies for ensuring longer shelf-life), these can only be successful when they are accepted by without a the deteriorating impact on eating quality [3,5] As a consequence, these products that are in end user who decides which food is bought in store instead of being discarded, and who fact suitable human are neither bought nor consumed but discarded or, in the best alsofor decides whatconsumption food is consumed instead of being thrown away in the household. This projectfinal reportconclusions draws final conclusions the outcomes
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