BriefCreative Strategy for a business that delivers expired (rotten) food to your doorstep.

What’s up with the Food Waste?

If food waste were a country, it would be the third largest producer of greenhouse gases, eclipsed only by the United States and China.

http://thinkprogress.org/climate/2015/03/17/3634553/canada-sells-ugly-produce/

“Expired”

Most Americans have little idea what expiration dates,

sell-by dates, and best-by dates really mean. Many

tend to use these dates as deadlines for when to use

or buy products, despite the fact that they mostly

indicate guidelines for stores.

http://www.businessinsider.com/dumpster-diving-in-brooklyn-photos-2014-10#ixzz3Zm3XeJSh

Problem: Labeling

use by:

best before:

enjoy by:

sell by:

display until:

What’s going on?

● Grocery stores sell ugly produce at lower costs

● grocery store auctions

● “dumpster diving”

● first “expired” food market in Boston

Here:

Stores toss a mountain of perfectly edible food, and simultaneously consumers waste large amounts due to a misunderstanding of labeling.

There:

“Expired” food is not necessarily bad and with the right service, we can change people’s perception about food waste.

A membership for those lookingfor affordable quality food.

How it works

we collect/acquire “trash” from grocery stores and other retail establishments, accept food donations, sort it out and store appropriately

food is repackaged, uploaded to website sorted by category and time

members order food from our website,we deliver within chosen time-frame.

Sell

Inform

together with

Target

Families w/ 3+ members

lower middle-class, income slightly to high for food stamp support

well-being of all family members is highest priority

18 - 28 year old students & adolescents new in the work force

care about social causes

considerate about their nutrition within limited budget

Changing the perception of “expired” food

People are provided with all kinds of food for a limited budget.With the help of EatbyDate, we simultaneously we educate people aboutthe problem of food waste, how to correctly store food and also the true meaning of different food labels.

Liaisons

Through taskrabbit we make it a public project and our range of gathering “trash” is limitless.

We will partner with Postmates to deliver our orders.

LaunchTo get publicity for the launch of our service, we will contact popular food blogs and Instagram accounts.

The first city we will bring our service to is New York.

@cookinglight @NEW_FORK_CITY@cookingchannel @BESTFoodNY@cookingclassy @NYCfoodgoals@NoBreadNYC @UrbanxKoi@aguynamedpatrick @alasully@pissinginthepunchbowl @alice_gao@alifewortheating

Co-branding opportunity:

The Real Junk Food Project is an initiative founded in the UK in 2013. In RJF locations, chefs create meals based on the ingredients collected from other stores’ “trash”. Through a “Pay as you feel” concept, everybody can contribute on what they think the idea, the space, the food and the bigger picture is worth.It is a collaborative effort to bring about a radical change in our food system.

We will help them to set foot in the United States and start a series of Pop-Up restaurants around NYC and other locations throughout the US.

http://www.therealjunkfoodproject.co.uk/about-us.php

ConclusionTackling the misconception of “expired”, we hope to do our share to go forward against food waste. We offer quality products for reasonable pricing for those with smaller pockets. By growing our business, we hope to put us out of business. With less waste, WasteChums are unnecessary.

But that’s fine, we made a difference.