HELSINKI, Finland — “Happy hour” at the S-market store in the working-class neighborhood of Vallila happens far from the liquor aisles and isn’t exactly convivial. Nobody is here for drinks or a good time. They’re looking for a steep discount on a slab of pork.
For consumers, cutting back on food waste is one of the few personal habits that can help the planet. But for some reason, a lot of people who fret about their carbon footprint aren’t sweating the vegetables and rump steak they toss into the garbage. A growing number of supermarkets, restaurants and startups — many based in Europe — are trying to answer that question. The United States is another matter.
Among the most popular is Too Good to Go, a company based in Copenhagen, with 13 million users and contracts with 25,000 restaurants and bakeries in 11 countries. Consumers pay about one-third of the sticker price for items, most of which goes to the retailer, with a small percentage paid to the app.
“I was on a business trip to Scotland and I read about Selina in a newspaper,” Jensen recalled. “Around that time, we learned that every Dane was throwing out 63 kilos of food per year” — about 139 pounds — “and I was sitting in this airport thinking, ‘she’s right.’” She’s co-writing a book on cooking with leftovers with Princess Marie, who worked in advertising and marketing before marrying into the Danish royal family. Celebrity chefs, like Rene Redzepi, have spread the word. Mette Frederiksen, the current prime minister, even made it a campaign issue this year.
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