By combining clear in-store communication with real-time digital guidance, the Greek pilot shows how small, timely interventions can support better food management in both retail environments and households.
Led by Chalkiadakis Super Markets, the Greek pilot focuses on reducing food waste where everyday decisions are made: in retail stores and in households after purchase. The pilot addresses waste linked to marketing standards, time pressure, and uncertainty around food storage and safety.
At retail level, perfectly safe fruits and vegetables are often rejected or left unsold because they do not meet aesthetic standards or are close to expiry. In addition, meat products are frequently wasted at home due to improper storage or lack of timely information. The pilot tests whether simple price signals, clear in-store communication, and well-timed digital guidance can influence these decisions.
In practice, the pilot combines physical retail interventions with digital tools. Clear discounts encourage the purchase of suboptimal products. In addition, a real-time link between the store’s point-of-sale system and the mobile app allows consumers to receive storage and safety notifications shortly after purchase. This ensures that information is delivered when it is most relevant.
Early results show increased acceptance of discounted products and strong engagement with digital guidance. There has also been a positive response from store staff and social partners involved in food redistribution. Finally, the pilot demonstrates that food waste prevention can be strengthened when operational systems and behavioural insights work together in a simple and coordinated way. practical lessons will increasingly feed into wider European discussions on food waste prevention.
