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.”