Too Good To Go. Save food, help the planet.

Too Good To Go. Save food, help the planet.

That motto is the first thing you see when visiting Too Good To Go’s website and, having spoken with their Co-Founder and Chief of Global Expansion, it rings so true to them.
We are all aware that sustainability efforts are now an essential component of the modern CEO mandate, but for Lucie Basch, who also happens to be a Forbes 30 Under 30 one to watch, eradicating food waste is more than just a corporate responsibility, it’s her passion and end goal.
Kaizen Institute recently explored the processes turning Too Good To Go into one of the most exciting enterprises in the world.


31M users

67000 partners (cafes, supermarkets and more)

60M meals saved

Too Good To Go are building a food waste movement. The company work not only with businesses, but public affairs and soon schools to educate the world to think differently about wasting food.

“One-third of all food is wasted, and this is just crazy! We need to change urgently.”, says Miss Basch. Half of all habitable land is used for food production.

So, it’s crazy to think that 30% of land is used to produce waste.

44% of global waste is food

51 tons of food wasted every second

25% of meals not consumed


Beyond their food waste app, Too Good To Go’s mission is evolving to include a more diverse offering, including an expiry date programme. “There is a need for labelling transparency across retailers, producers and governments where a deviation in standards often fails to meet the true health and safety standards of the product and leads to food waste.”

To do this, Too Good To Go are developing several initiatives such as packaging relationships with businesses, governments, eco-friendly associations and producers. In France, for example, they have launched a Pact on Expiry Dates, signed by 53 food actors such as Carrefour, Nestlé and the French Ministry of Agriculture and Food.

“We’ve been working for more than 2 years on expiry dates, which are responsible for 10% of food waste in Europe. Our white paper on expiry dates gave us the opportunity to gather all facts and blow the whistle.”

Too Good To Go then brought actors of the food chain and civil society together to work on concrete solutions to reduce food waste caused by expiry dates. “Through 10 commitments, we built together with many key stakeholders of the food chain an ambitious and measurable action plan.” The Pact on Expiry Dates is the opportunity for organisations, who usually compete, to collaborate and exchange to do better, together. Consumers request nowadays concrete actions on this essential topic and ecology should be the fight of all.

“For some, sustainability is a tick box, but we have built strong relationships with partners who truly care about the environment. In fact, the pandemic has been an opportunity to work with more retailers and wholesalers given the amount of waste being produced at homes where people are spending more of their time.”

By 2050, the World Bank estimates that we will generate 3.40 billion tonnes of annual waste, up from a still staggering 2.01bn today. For the dedicated team at Too Good To Go, their solution becomes a no-brainer for businesses.

Kaizen Institute research shows that even during the pandemic, arguably the most uncertain period known to living generations where business survival and global economies continue to be threatened, that many organisations continue to uphold promises for a green economy. Alongside corporate responsibility, there is also an opportunity for businesses to avoid reputational risk and leverage customer values to grow. The novel coronavirus has conveyed a shift in consumer sentiment with UK millennials, for example, showing the largest net increase at +23. A large part of this is due to increases in local and ethical shopping trends with 24% buying from SME retailers.

“Recent results have been astonishing as we continue on this exponential curve of influence where we are helping reduce waste. We do not measure our success on financials or even clients, but on meals saved and food waste reduction.”


“Our approach with clients is completely customisable based on their services and their needs. In cafes we observe waste on a much smaller scale to a global producer of food where the output is incomparable.”

Partner stores have integrated Too Good To Go in a few ways. Given the different verticals in grocery accounts like produce, dairy, bread, and prepared foods, the surprise bag concept offers a unique opportunity for these disparate categories to find a home. Location managers work with their staff in charge of these categories to sweep the shelves, get the products into bags, and provide superior value to hungry customers. Grocery and supermarket accounts also see tremendous value from the exposure on the app offers, as well as a way to reach the eco-conscious user base.


The intervention to reduce waste is now also taking place along the production lines, through the creation of dedicated internal teams. The B2B communication department works with its partners to provide them with educational and inspiring content, either related to the app or food waste in general. This includes posters, leaflets, social media posts, recipes, webinars etc.“The idea is to personalise and create co-branded content that fit with their key messages and CSR strategy so that they publish the provided assets in stores and on their social media channels to be proud ambassadors of the fight against food waste.”

This process does not evade the difficulties presented by the resistance to change and transformation management. To overcome these challenges, the focus is on a face-to-face approach, involving all collaborators. The value of the solutions implemented becomes clear and is incorporated into the daily practices of the teams.

Join Lucie Basch at the Accelerating Retail Event on the 24th of February, and learn more about this movement.

Accelerating Retail | Grocery Edition

24 February 2021  | 17:00 (GMT)

Register Here

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