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Tom Joyce

BY TOM JOYCE

@tomfruitnet

Prince de Bretagne targets food waste

Through new partnerships and products, the Brittany, France-based marketer aims to reduce food waste and attract younger consumers to the range

Prince de Bretagne targets food waste

Anti-food waste app Frigo Magic

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Fighting food waste has become a priority for Brittany-based marketer Prince de Bretagne, which has developed partnerships and launched products designed to reduce waste in the supply chain.

“For us, food waste is an ethical, economic and ecological issue,” said Prince de Bretagne producer Samuel Aubault, based in Saint-Père.

The marketer’s partnership with Frigo Magic, a Breton start-up that has developed an anti-food waste app to provide its 700,000 subscribers with simple recipes using leftovers, is one such example.

“The app helps users learn to cook cheap but tasty meals and therefore reduce their food waste,” Prince de Bretagne stated in a press release.

The app recommends nine flagship varieties from the Prince de Bretagne range, including, from January, cauliflower, shallots and endives.

Through this partnership, Prince de Bretagne aims to to attract and win over younger consumers, especially women between the ages of 18 and 35, and re-establish daily, stress-free consumption of its iconic fresh vegetables.

According to Prince de Bretagne, the star anti-food waste product for this winter is Heart of Savoy cabbage, which was developed with producers to meet consumer demand for convenience and less waste.

The cabbages are trimmed and packed directly in the field during harvesting. This allows producers to offer eight large cabbage hearts per pack instead of six. The product can also be easily divided and the remainder stored for future meals, with recipe and preparation ideas included on the packaging.

“Prince de Bretagne is also committed to sharing recipes which avoid wasting parts of its vegetables,” the company stated. “Recipe sheets in paper form are distributed as POS [point-of-sale] tools or during in-store demonstrations and recipes are available online on the brand’s consumer website and consumer blog. In particular, consumers can find this winter’s star recipe ideas based on cauliflower couscous, obtained by grating the stem of this brassica.”

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