Asda has become the latest supermarket to remove the best before dates on some fresh food products to help consumers reduce food waste.
From 1 September, the retailer will remove the dates from 250 packaged fruit and vegetable lines, including citrus fruits, potatoes, cauliflowers, and carrots, across all of its stores.
The change comes as research from the climate action group WRAP reveals that the average family throws away £60 worth of food and drink each month. By removing best before dates and encouraging people to decide themselves if the food is edible, Asda said the potential reduction in food waste would also save its customers money.
The dates will be replaced by a new code which will be used by store staff to ensure freshness is maintained.
Asda will also be providing additional guidance online and on its packaging to help customers to understand how to best store and prepare fresh food as well as tips on how to reduce food waste.
Andy Cockshaw, Head of Technical at Asda IPL said: “Reducing food waste in our business and in customers’ homes is a priority, and we are always looking at different ways to achieve this. We know for customers this has become more important than ever in the current climate as many families are struggling with the cost-of-living crisis and are looking to make savings wherever they can.”
The retailer stated that removing best before dates will help to achieve its aim of becoming a zero waste business and reaching its target of a 20% reduction in waste by 2025.
Catherine David, director of collaboration and change at WRAP, commented: “We are delighted by this development from Asda to help tackle food waste in our homes.
“Our research has shown that date labels on fruit and veg are unnecessary – getting rid of them can prevent the equivalent of seven million shopping baskets’ worth from our household bins.”
Asda is the latest supermarket to make the move as part of industry efforts to cut food waste for environmental reasons and reduce costs for shoppers.
Tesco led the way when it got rid of best before dates on some fresh food products in 2018. In July this year, Marks & Spencer announced it would remove best before dates on more than 300 fruit and veg products, while Waitrose will remove the labels from nearly 500 food items from September.
NAM Implications:
- Looks like a return to ‘sniff-test’ days….
- (possibly raising the question of why fresh fruit & veg no longer appears to decay as fast as it did in the old days?)
