Major savings drive Loblaw to expand Flashfood food waste programme

Stewart Samuel
Program Director - Canada

Date : 28 May 2020

Loblaw is expanding its food waste programme with Flashfood to additional stores across Canada following. Last year, the initiative helped the retailer to divert 4.6m pounds of potential food waste from landfills.

Products purchased through the Flashfood app

The Flashfood app enables Loblaw customers to purchase food items nearing expiration at a reduced price, with discounts of up to 50%. Last year, Loblaw initially launched the programme in 138 stores in Quebec, before extending it to 400 stores nationally. This included Loblaw, Real Canadian Superstore, Atlantic Superstore, Dominion, and Zehrs banners. The retailer plans to roll-out the app to additional banners including 38 Independent Grocer stores starting this spring and selected No Frills locations.

Source: IGD Research

Increasing retailer partnerships

Through the Flashfood app, customers can see products nearing their expiration date and purchase them at a significant discount. Customers can browse available deals at any participating store. Products are purchased directly through the app and collected by the customer from the Flashfood zone in the store. Loblaw’s ability to launch this programme follows on from the work it has undertaken to understand date codes at the item level. Beyond Loblaw, Flashfood has also partnered with several US retailers including Meijer, Hy-Vee, Giant/Martin’s and Spartan Nash.

Saving costs and supporting customers with saving money 

For Loblaw, this forms part of its major initiative to reduce costs, while also tackling an issue which resonates strongly with consumers. Last year, the programme enabled shoppers to collectively save more than $10m on groceries at Loblaw. With household budgets expected to be under greater pressure in the coming months, this service could play an important role in helping shoppers manage their food spending. Loblaw has also made a commitment to reduce store-generated food waste by 50% in corporate retail operations by 2025.

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