October 14, 2024

Exploring Marketing Standards Impact on Food Waste Through the Entire Food Value Chain: 3 Slovenian Case studies

In an ongoing effort to tackle food waste and enhance sustainability, we recently conducted a series of in-depth interviews focusing on key products across the entire food value chain: apples, tomatoes, zucchini, onions, potatoes in the fruit and vegetables sector, and organic cereals, flour, and flakes in the cereal sector. 3 Slovenian partners (Case studies): Green Point, Mensana, and Vila natura, collected insight into how marketing standards and data collection play a critical role in addressing food waste at every stage, from production to the end consumer.

The primary goal of these interviews was to explore how marketing standards—specifically those related to size, shape, and appearance—contribute to the generation of food waste. By examining various points along the value chain, from farm to retail and to the HoReCa sector, they aimed to uncover specific challenges and potential solutions. One of the preliminary findings  is the importance of redefining these standards to reduce food waste and promote sustainability. By loosening the cosmetic requirements and educating consumers on the value of imperfect produce, we can significantly reduce the amount of food that is unnecessarily discarded.

The data collected during these interviews will be thoroughly analized to provide a comprehensive understanding of the food waste issues across the value chain. This analysis will serve as the basis for actionable steps aimed at reducing food waste.