The project will examine five food commodities (fruits & vegetables, meat, eggs, cereals and fish) in 16 multi-actor case studies involving food businesses, research and innovation (R&I) organisations, civil society organisations (CSOs), sectorial associations and consumers across Europe. The aim is to develop a better understanding when, why and to what extent marketing standards lead to food waste.
The BREADCRUMB project focuses on understanding and mitigating food waste associated with food marketing standards. Its outputs include:
- Creating an inventory of public and private food marketing standards to understand their purpose and nature.
- Establishing empirical evidence to estimate food waste for five commodities: fruit & vegetables, meat, eggs, cereals, and fish.
- Modeling how food marketing standards contribute to food waste generation and suggesting a re-balancing of existing standards.
- Improving market access for suboptimal foods by guiding businesses in selecting appropriate marketing channels and changing consumer perceptions.
- Providing operational and policy guidance to prevent or reduce food waste linked to food marketing standards.