THE Co-op is set to cut ‘best before’ dates on over 150 lines of its fresh fruit and vegetables.
The retail giant said that the move is designed to help customers cut food waste at home and save money, following product testing by WRAP showing that some fruit and vegetables can be good to eat ‘well beyond’ the best before date when stored in optimum conditions.
The testing found that broccoli showed the first sign of deterioration 15 days after the best before date, whilst potatoes were 20 days, and apples in excess of 70 days. Best before dates will remain on products which are more perishable or are harder to use visual cues to establish the suitability to consume.
With households accounting for around 70% of UK food waste, data also shows that date codes can drive consumer behaviour on deciding when to dispose of fresh produce. So, alongside the removal of best before dates, Co-op is also introducing on-pack guidance to highlight the optimum storage conditions to prolong product life.
Adele Balmforth, propositions director at Co-op, said, “As we face into a climate, environmental and cost-of-living crisis we are committed to helping our customers cut food waste in the home and save money. Date codes can drive decisions in the home, and result in good food being thrown away – which has a cost to both people and to our planet.
“In addition to axing best before dates on fresh fruit and vegetables, our inclusion of storage instructions can also help products last longer and, sits alongside our simple on-pack message for shoppers – ‘If it still looks good enough to eat, it is!’”
Catherine David, director of collaboration and change at WRAP, added, “We’re delighted to see the Co-op continue to take action to reduce household food waste, saving customers money and conserving the planet’s precious resources. We know from our research that removing the date labels on fruit and veg will help people throw less good food in the bin.
“And the on-pack information which Co-op will be introducing that outlines the best storage conditions to prolong product life will be an invaluable tool for people wanting to make the most of the food they buy. The average family spends £700 year on good food which ends up in the bin – moves like this from the Co-op help to change that.”
