31 Oct 2019 --- In a bid to combat food waste and loss in Europe, the app and social disrupter Too Good To Go allows consumers to purchase a “Magic Box” with a surprise assortment of food products from participating stores that would have otherwise been thrown away. A study conducted at Wageningen University and Research (WUR) found that the three main drivers for using the app were reducing food waste, the surprise element of the boxes’ contents and saving money. This study comes at a time when the pressure is on to find more sustainable consumption methods, and could provide evidence about how to encourage people to embrace waste-reducing alternatives to grocery shopping.
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