Objective
BREADCRUMB is a dual approach which first prevents the generation of food waste by “rebalancing” food marketing standards and then improves market access for suboptimal foods to prevent them from becoming food waste.
Activities
- Create an inventory of interrelated private and public food marketing standards, providing an understanding of their purpose and nature.
- Create an empirical evidence base to generate food waste estimates related to marketing standards for five food products: fruit and vegetables, meat, eggs, cereals and fish.
- Model the underlying mechanisms through which marketing standards lead to the generation of food waste.
- Improve market access for suboptimal foods by guiding food companies in selecting appropriate marketing channels and quantifying their commercial value, as well as fostering a shift in consumer acceptance of suboptimal foods, through operational and policy guidance on how to prevent/reduce food waste related to marketing standards.
Dissemination/Transfer
