How East of England Co-op won the IGD Sustainable Futures Award

Date : 15 April 2019

East of England Co-op, our 2018 winner, tackled one of the biggest challenges in our industry: the fight against food waste. It took a unique and fun approach to helping customers understand best before dates. 

Co-op guide to dating

East of England Co-op is the first major retailer to sell non-perishable goods past their best before date. The Co-op guide to dating demystifies best before dates and keeps edible produce in the food chain. 

What the judges said

Chris Hillman, Head of Sustainability at pladis global, said: “The judges were unanimous in their decision to name the East of England Co-op as the winner. The retailer’s initiative to sell food beyond its best before date is a brave and bold idea. It has been excellently executed with great collaboration across the business and an incredibly quick roll-out to the entire store estate. 

“In addition, the initiative not only has a clear business case but also compelling social and environmental benefits too.”

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