HelloFresh Advocates Time Temperature Indicators (TTI) to Combat Food Waste

HelloFresh, a pioneer in reducing food waste, strives to further decrease discarded food. Its pre-portioned ingredients cut household food waste by 38%. A survey revealed that many throw away 20 euros worth of food each month. To combat this, HelloFresh collaborates with AIPIA members, Keep-it®, Zebra Technologies, and Wageningen University, advocating for smarter solutions based on time-temperature indicators (TTI).

The company conducted a survey among 7,500 people across Germany, UK, Belgium, the Netherlands, and France. Consumers fear food past the expiration date might be harmful, and confusing date stamps lead to unnecessary disposal. However, about half of respondents feel fully responsible for reducing food waste. Three-quarters are more cautious about food waste since the cost-of-living crisis began. Consumers see a need for improved food labelling and expect policymakers to support change.

HelloFresh endorses dynamic food labelling, like TTI, to fight food waste. In collaboration with Keep-it®, Wageningen University, and Thünen Institute, the company conducted a study, which showed a 15% food waste reduction potential and positive consumer perception. To promote TTI labelling, HelloFresh calls for regulatory changes at the EU level, engaging with various organizations.

Tilman Eichstädt, COO upstream at HelloFresh SE, emphasizes the importance of EU and national initiatives in innovating date coding for a smarter, planet-friendly food industry. Besides TTI efforts, HelloFresh will continue to minimize food waste across the value chain, including distributing surplus food to communities with food security challenges.