November 28, 2024

MC Sonae Partner Spotlight: Continente’s Zero Waste Initiative

At BREADCRUMB, we celebrate innovative solutions that tackle food waste and promote sustainability. Our partner, MC Sonae, is leading the charge in Portugal with a bold initiative by Continente to make sustainability the new standard.

In Portugal, 1.8 million tons of food are wasted annually—equivalent to an average of 180 kilos per person and nearly 7 kilos wasted every minute. Alarmingly, over half of this waste occurs in households. However, efforts like Continente’s Zero Waste range are turning the tide.

What is the Zero Waste Range?

Continente’s initiative focuses on fruits and vegetables that would typically be discarded due to minor imperfections. These products, while cosmetically flawed, retain their full quality and taste. By bringing them to market, Continente not only reduces food waste but also offers consumers more affordable and sustainable options. In the first half of 2023, Continente avoided 29.7 million euros of waste, of which 14.4 million euros were avoided through product flow acceleration mechanisms and 15.3 million euros avoided through Missão Continente’s surpluses donation program, which reached 1,157 institutions across the country. ”

The Zero Waste range is a powerful reminder that small changes—like embracing imperfect produce—can make a big difference for both our wallets and the planet.

What’s Next?

The success of initiatives like this prompts an important question: What role can marketers play in reshaping consumer perceptions of “imperfect” produce?

By changing how we value and market food, we can empower consumers to make sustainable choices, reducing waste at all levels of the supply chain. Let’s continue the conversation on how marketing standards can drive change and foster a more sustainable future.

Read more about MC Sonae’s efforts here: Continente Avoided €29.7 Million of Waste