Denmark has opened its first food waste supermarket that targets the general public rather than those on lower incomes.
WeFood opened in Copenhagen this Monday (29 February) and sells produce that is past its sell-by date but is still edible. Prices are between 30 and 50 per cent lower than normal retailers.
The first day of trade was a “great success”, local paper the Copenhagen Post reported, with sales higher than expected and shoppers almost clearing the shelves.
Run by NGO Folkekirkens Nødhjælp, the initiative now hopes to grow by attracting more suppliers and has attracted international media attention during its first week.
The organisation’s Per Bjerre said: “WeFood is the first supermarket of its kind in Denmark and perhaps the world as it is not just aimed at low-income shoppers but anyone who is concerned about the amount of food waste produced in this country. Many people see this as a positive and politically correct way to approach the issue.”
Eva Kjer Hansen, the Danish minister for Food and the Environment, said: “A supermarket like WeFood makes so much sense and is an important step in the battle to combat food waste.”