Retailer will sell food beyond its date & # 39; better before & # 39; in an attempt to reduce waste | Ambient



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A major retailer became the first to start selling foods that have already pbaded their best date in an effort to reduce food waste.

From this week, the East of England cooperative – the largest independent retailer in East Anglia: will sell canned goods and dry foods such as pasta, chips and rice for a nominal value of 10 pence once they reach their date of expiration. However, the offer will not apply to fresh and perishable foods, which carry a "use before" date that indicates when a product is safe to eat.

The retailer's movement, which is independent of the Co-operative Group, follows a three-month trial at 14 stores that found that 10p items are generally sold within hours after being reduced.

Despite concerted efforts to reduce food waste throughout the entire supply chain, the government waste advisory agency, Wrap, says that 13 billion pounds of edible food are thrown in Britain every year.

Wrap is monitoring a greater simplification of labeling, as consumers are often unaware of the difference between an expiration date and the expiration date.

The East of England Cooperative hopes to save at least two tons of food by being wasted annually with the initiative.

As part of the Co-op Guide to Dating campaign, shoppers will be told: "Do not be a binner, take it for dinner!" And "It's not nice to be abandoned."

"We are committed to reducing waste in our business and the Cooperative Dating Guide is one of the many initiatives we have promoted to make East of England Co-op as efficient as possible, reducing our impact on the environment "said Roger Grosvenor, of the company. Chief executive officer and head of its retail division.

"During our test, we discovered that our 10 p items were consumed within a few hours of being reduced, sometimes faster," Grosvenor said. "The vast majority of our customers understand that they are good to eat and appreciate the opportunity to make significant savings on some of their favorite products." This is not a money-making exercise, but a sensible move to reduce food waste and maintain edible foods in the food chain By selling perfectly edible foods, we can save more than 50,000 items each year that would otherwise have been wasted. "

The Food Standards Agency reports that the products beyond their expiration date are safe to eat but may not be at the optimum quality level provided by the producer. The products will remain on sale for one month after their expiration date.

East of England Co-op also launched a new policy "reduced to zero," offering greater discounts earlier in the day in foods that are approaching their expiration dates.

The 10 food discount points can not be donated to charities such as food banks, since they do not accept items beyond their best dates before.

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