Promoter organisation: MIMICA
Country: United Kingdom
What:
Expiry dates are estimates of the worst-case temperature scenario for food. This keeps us safe, but most of us store food in much better conditions than the worst-case scenario – so by following expiry dates we can end up wasting perfectly good food. By using Mimica Touch which responds to all the temperature changes, in most cases you will be able to use food for longer and reduce waste.
How:
Smart expiry label providing real-time indication of food freshness, using tactile interface (touch), based on time & temperature response calibrated to different food types and their spoilage characteristics.
When: 2017
Why it is relevant:
- Provides information to consumers through digital means to improve the accessibility to crucial information with regards expiration and freshness
- Rationalizes consumption patterns by providing reliable information on expiration and thus preventing the “throw away” culture that prevails also in food products
- Empowers consumers to make informed choices about food products
Target Groups:
Food processors, retailers, hotels, restaurants, mass caterers
RESULTS OF THE GOOD PRACTICE
Food wastage: In the UK alone over 9.5 million tonnes of food and drink annually is unnecessarily wasted, costing the average UK household £470 a year. The Mimica cap is designed to show the true longevity of the food. You can save more and waste less.
Reduced carbon footprints: Food waste is responsible for up to 10% of global carbon emissions. Estimations based on verified data predict increasing the shelf life of perishable food by even 1 day alone could reduce all global greenhouse gas emissions by 0.3-0.4%; this equates to saving over 202.8 million tonnes of greenhouse gases from entering our atmosphere. There is potential to safely increase shelf life of most perishable foods by at least 2 days.
Increasing brand loyalty and share of basket: Wasting some of a beverage often makes consumers less likely to repurchase it or reduce purchasing frequency. Two thirds of consumers said they would buy larger bottles of juice, if they were able to finish them by the expiry date.