As an all-organic dairy cooperative in Denmark, ROSETTA pilot partner, Naturmælk, has long been committed to sustainable production, but even organic processes are not immune to food waste. Through its involvement in the ROSETTA project, Naturmælk is tackling this issue with two targeted interventions that address both ends of the food supply chain: consumer behaviour and wholesale logistics.
Use Case 1: Rethinking “Best Before”. An Awareness Campaign for Consumers
One of the key sources of waste in dairy retail stems from consumers’ reluctance to buy products that are near their expiry date. Items like yoghurt and crème fraîche often end up discarded, not because they are unsafe to eat, but simply because they fall short of perceived freshness standards.
Naturmælk’s first pilot focuses on a consumer-facing awareness campaign, encouraging shoppers to embrace near-expiry dairy products that are still perfectly usable. The aim is to shift purchasing behaviour, reduce unnecessary waste, and increase product turnover without compromising food safety.
Use Case 2: Smarter Shelf-Life Allocation in the Supply Chain
On the wholesale side, Naturmælk is working to improve how shelf-life is managed across the supply chain, from production and distribution to professional kitchens. Currently, poor coordination between supply chain actors can lead to products expiring before they’re used, especially in wholesale settings where rotation and communication gaps affect how long items remain viable.
The second pilot introduces shelf-life optimisation strategies, designed to improve planning, storage, and handover processes between producers, wholesalers, and kitchens. The goal is to ensure that dairy products reach end-users with enough time left on the clock.
Together, these interventions reflect Naturmælk’s holistic approach to reducing waste. From the production floor to the kitchen table, it serves as a model for other food producers navigating similar challenges in balancing freshness, supply, and sustainability.
