- Product: A consumer-facing app that redirects restaurant food waste
- Purpose: To inspire and empower everyone to fight food waste
- Link: https://toogoodtogo.org/en
- What can we learn? Find a problem, build a solution.
If you’re struggling to find a unique and meaningful purpose for your business, take some tips from Too Good To Go. The Copenhagen based B-Corp started by identifying a major world problem, food waste, and worked to build a viable and scalable solution to that problem. Consequentially, they galvanised a community of businesses and individuals who came together in a shared pursuit- a strategy worth noting.
What's Too Good To Go's story?
In European households alone, 47 million tonnes of food gets wasted every year. Food waste releases huge quantities of methane into the atmosphere, a greenhouse gas 25-30 times more potent than CO2 and with significant negative impacts on environmental health when released at such scale.
Only 5 years ago Jamie Crummie founded Too Good To Go, a community on a mission to inspire and empower everyone to take action against food waste. Through their easy to use consumer-facing app, Too Good to Go provides the tools to connect consumers with local retailers in a matter of seconds, intercepting meals headed for the bin and redirecting them to local hungry punters.
What can we learn from Too Good To Go?
Their clear mission and success in achieving it has projected them to the top of the ranks among foods waste apps, and enabled them to dominate markets across 12 countries-spreading their message internationally. Too Good To Go demonstrate that a fine-tuned purpose not only creates widespread and significant positive social impact, but also considerable success for the business. Their 64,000+ retail partnerships have experienced first hand the wealth of impact that comes from engaging in philanthropic & sustainable initiatives. On discussing partnerships, in an interview for Food Matters, Crummie explained his app "actually provide(s) businesses with the tools to generate increased profit. We give our partners the opportunity to make additional profit, while also getting exposed to new customers and becoming a player within the sustainability agenda.” Too Good To Go's partners are exposed to 3.4 million users, and ¾ who discover stores through Too Good To Go will return as full-paying customers. In the UK alone, partners have sold 2.4 million magic bags through Too Good To Go, a prime example of the wealth of social & economic benefits that come from green innovation like redirecting waste.