Too good food to waste, right? Hellmannsbrand yes Unilever leader in the mayonnaise segment, also believes in this and decided to act. Last Friday (29), the date on which International Food Loss and Waste Awareness Day was celebrated, the brand announced that it is joining Food To Save, Brazil’s No. 1 app against food waste. The application’s mission is to connect partner establishments that have surplus production (such as ingredients for immediate consumption, which are close to expiration date or outside of the “static standard”) with consumers engaged in the fight against waste.
The action will include exclusive Surprise Bags, containing a 250g unit of Hellmann’s Traditional Mayonnaise so that consumers can bring more flavor and less waste to their meals. The kits will only be available in the cities of So Paulo and Campinas, on every Monday in October (2nd, 9th, 16th, 23rd and 30th) via the Food To Save app. Also participating are the Food Market, Food To Save’s own store in So Paulo, the Emporium So Paulo and the Galassi supermarket, in Campinas.
The partnership with Food To Save is just another chapter in the movement that the brand has carried out throughout this year to combat food waste. Hellmanns understood this need after commissioning research with Opinion Box about the wasteful habits of Brazilians. The study identified that 82% of Brazilians say they have discarded food in the last month and 53% say they avoid consuming scratched, dented or stained ingredients, whether at the time of purchase or at home.
In recent months, Hellmanns has reinforced a purpose that has guided its actions for years and created a movement around combating food waste, promoting behavioral change in a light, simple and relevant way for people. The brand has initiatives that address the three main fronts where food waste occurs: in industry, at points of sale and in the consumer’s home. The partnership with Food To Save is strategic because it simultaneously strengthens efforts focused on the final public and retail, explains Hellmanns Marketing Director in Brazil, Carolina Riotto.
In response to the scenario identified by the research, Hellmanns recently launched the campaign Wasteless Mondaywhich makes the first day of the week the best time to turn those items that have been in the fridge for a while, but are still in perfect eating condition, into new meals.
In addition to partnerships and awareness campaigns, Hellmanns’ strategy to fight against food waste also includes the initiative United by Food, a partnership with philantech Infineat. In operation since 2021, the movement designed and made possible voluntarily by brand employees has already redirected more than 1 thousand tons of food from industry and retail, which would have gone to waste, to complement more than 1.6 million meals that were distributed for populations in situations of food vulnerability.
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