A food waste grocery store in Denmark is taking a fresh approach to fighting food waste.
Most of the stores out there that reclaim potential food waste are focused on helping low-income families, but they can have trouble catching on. A Denmark food waste grocery store is taking a different angle and targeting a broader market. It’s an interesting tactic, and it seems to be working!
The food at WeMarket is still not sellable at conventional stores, and it’s still priced accessibly, so low-income Danes can afford it. What’s different is how they market themselves. In Europe, there are a lot of social supermarkets: stores that sell near-expired or less-than-perfect food. The problem is that many people won’t shop there, so those stores end up with leftover goods.
Per Bjerre, who works with the charity that started WeMarket, explained to NPR’s The Salt, “If you call it a ‘social supermarket,’ it’s difficult to get customers to go there. Who wants to be poor? If you want to stop [the] waste of food, everybody has to be into it.”
The store is run by DanChurchAid, a Christian group focused on fighting hunger and inequality worldwide. WeMarket is just one of the projects on their plates. Here’s a video looking at what they accomplished in 2014. It’s so inspiring!
Images and video via WeFood website.