Promoter Organisation: Stichting Krommunity (Kromkommer Foundation)
Country: Netherlands
What:
Kromkommer is a Dutch initiative focused on addressing food waste by advocating for the consumption and acceptance of “ugly” or misshapen produce. The project aims to change perceptions about imperfect fruits and vegetables and reduce the unnecessary discarding of produce based on cosmetic standards.
How:
Product Line:
Kromkommer works with farmers, distributors, and retailers to rescue and repurpose “ugly” or surplus produce that may be discarded due to cosmetic imperfections. They use these fruits and vegetables to create a product line that includes soups, sauces, and other food items.
Consumer Awareness:
The initiative actively engages in educational campaigns to raise consumer awareness about food waste and the impact of cosmetic standards on fruit and vegetable consumption. By challenging beauty standards in produce, Kromkommer encourages consumers to embrace and purchase imperfect but perfectly edible items.
Advocacy for Change:
Kromkommer advocates for policy changes and industry practices that support the use of imperfect produce. By collaborating with stakeholders in the food industry, the initiative works towards creating a more inclusive and sustainable system that values the entire crop, regardless of appearance.
Events and Collaborations:
Kromkommer organizes events, workshops, and collaborations to promote the acceptance of imperfect produce. This includes partnerships with restaurants, food festivals, and other organizations to showcase the delicious potential of “ugly” fruits and vegetables.
When:
Kromkommer was founded in 2012, and since then, it has been actively working to combat food waste by changing attitudes towards imperfect produce.
Why It’s Relevant:
Reduction of Food Waste:
Kromkommer directly addresses the issue of food waste by rescuing and repurposing misshapen or surplus produce. By creating a market for these items, the initiative contributes to reducing the overall amount of discarded fruits and vegetables.
Consumer Empowerment:
The project empowers consumers to make sustainable choices by challenging the conventional standards of beauty in produce. By actively choosing and supporting products made from imperfect produce, consumers play a vital role in reducing food waste.
Systemic Change:
Kromkommer’s advocacy efforts aim to bring about systemic change within the food industry. By working with various stakeholders, including farmers, retailers, and policymakers, the initiative seeks to create a more inclusive and sustainable food system.
Target Group:
Kromkommer’s target groups include:
Consumers:
The initiative encourages consumers to rethink their attitudes towards imperfect produce and make conscious choices that support the reduction of food waste.
Food Industry Stakeholders:
Kromkommer collaborates with farmers, distributors, retailers, and restaurants to change industry practices and create a more inclusive approach to the utilization of produce.
Policymakers:
The initiative engages with policymakers to advocate for changes that support the use of imperfect produce and address systemic issues contributing to food waste.
Results of the Good Practice:
Increased Awareness:
Kromkommer has successfully increased awareness about food waste and the importance of accepting imperfect produce among consumers, leading to more informed and conscious choices.
Market for Imperfect Produce:
By creating a product line from misshapen or surplus produce, Kromkommer has established a market for these items, demonstrating the economic viability of using imperfect produce in food products.
Industry Impact:
The initiative has influenced industry practices and collaborations, encouraging stakeholders to embrace and promote imperfect produce within the food supply chain.
Policy Advocacy Success:
Kromkommer’s advocacy efforts have contributed to positive changes in policies and regulations, fostering a more supportive environment for the use of imperfect produce and reducing unnecessary waste in the food industry.
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