PR / MATSMART - SVERIGES ÄLDSTA KRYDDAN (+Danmark & Finland)
A initiative encouraging less wasteful behavior by demonstrating that food often can be consumed loooooong after the best before date has passed.
Background:
Food waste generates 10% of the global greenhouse gas emissions.
A major contributing factor is that many people believe food past its 'best before' date shouldn't be eaten.
One in six Swedes throws away pantry food simply because it has passed its best-before date. And the ignorance is growing. The number of Swedes who believe food is not supposed to be eaten after the expiry date has risen from 27 to 41 percent over the past two years.
But food is often edible months or even years after its best before date has passed. Matsmart-Motatos, an online food store on a mission to save food from going to waste, saw the need to increase knowledge about best-before labeling.
Solution:
Matsmart-Motatos arranged the contest ’Sweden’s Oldest Spice’ – an initiative encouraging people to submit pictures of the oldest spice jars they could find in their cupboards.The contest was launched in a news segment on Channel 4. The response was astounding. More than a thousand pictures of old spice jars were submitted from all over the country. A hundred of them were so old that they didn’t even have a best-before date.Matsmart-Motatos commissioned food historian Richard Tellström to research the oldest entries and find a winner – a 110-year-old pepper mix from Träslövsläge in its unopened original packaging.
The golden oldie, and facts about ‘best before’ labels, were eagerly devoured by the news.
To demonstrate that food can often be eaten well beyond its expiry date, Matsmart-Motatos partnered with star chef Fredrik Eriksson, who put a dish made with the 100-year-old spice on the menu at his restaurant Långbro Värdshus.
Read more:
Launch of the initiative in the TV4 News
Matsmart-Motatos Instagram post with a selection of the entries
TV4 Efter Fem intreviewing the chef Fredrik Eriksson
Svenska Dagbladet
Aftonbladet
Göteborgs-Posten
SR P4 Kalmar
Aftonbladet Godare
Nyheter24
Resumé
Matsmart-Motatos Instagram post with the winner
Awards:
Gold Spinn Awards, Sustainability PR
Gold Spinn Awards, Consumer PR
Background:
Food waste generates 10% of the global greenhouse gas emissions.
A major contributing factor is that many people believe food past its 'best before' date shouldn't be eaten.
One in six Swedes throws away pantry food simply because it has passed its best-before date. And the ignorance is growing. The number of Swedes who believe food is not supposed to be eaten after the expiry date has risen from 27 to 41 percent over the past two years.
But food is often edible months or even years after its best before date has passed. Matsmart-Motatos, an online food store on a mission to save food from going to waste, saw the need to increase knowledge about best-before labeling.
Solution:
Matsmart-Motatos arranged the contest ’Sweden’s Oldest Spice’ – an initiative encouraging people to submit pictures of the oldest spice jars they could find in their cupboards.The contest was launched in a news segment on Channel 4. The response was astounding. More than a thousand pictures of old spice jars were submitted from all over the country. A hundred of them were so old that they didn’t even have a best-before date.Matsmart-Motatos commissioned food historian Richard Tellström to research the oldest entries and find a winner – a 110-year-old pepper mix from Träslövsläge in its unopened original packaging.
The golden oldie, and facts about ‘best before’ labels, were eagerly devoured by the news.
To demonstrate that food can often be eaten well beyond its expiry date, Matsmart-Motatos partnered with star chef Fredrik Eriksson, who put a dish made with the 100-year-old spice on the menu at his restaurant Långbro Värdshus.
Read more:
Launch of the initiative in the TV4 News
Matsmart-Motatos Instagram post with a selection of the entries
TV4 Efter Fem intreviewing the chef Fredrik Eriksson
Svenska Dagbladet
Aftonbladet
Göteborgs-Posten
SR P4 Kalmar
Aftonbladet Godare
Nyheter24
Resumé
Matsmart-Motatos Instagram post with the winner
Awards:
Gold Spinn Awards, Sustainability PR
Gold Spinn Awards, Consumer PR
