Food Industry A food waste grocery store in Denmark is taking a fresh approach to fighting food waste.

Published on March 3rd, 2016 | by Becky Striepe


Denmark Grocer Fighting Food Waste with Mass Appeal

A food waste grocery store in Denmark is taking a fresh approach to fighting food waste.

A food waste grocery store in Denmark is taking a fresh approach to fighting food waste.

Most of the stores out there that reclaim potential food waste are focused on helping low-income families, but they can have trouble catching on. A Denmark food waste grocery store is taking a different angle and targeting a broader market. It’s an interesting tactic, and it seems to be working!

The food at WeMarket is still not sellable at conventional stores, and it’s still priced accessibly, so low-income Danes can afford it. What’s different is how they market themselves. In Europe, there are a lot of social supermarkets: stores that sell near-expired or less-than-perfect food. The problem is that many people won’t shop there, so those stores end up with leftover goods.

Related: 6 Grocery Stores that are Packaging Free

Per Bjerre, who works with the charity that started WeMarket, explained to NPR’s The Salt, “If you call it a ‘social supermarket,’ it’s difficult to get customers to go there. Who wants to be poor? If you want to stop [the] waste of food, everybody has to be into it.”

A Denmark food waste grocery store  is taking a fresh approach to fighting food waste.

The store is run by DanChurchAid, a Christian group focused on fighting hunger and inequality worldwide. WeMarket is just one of the projects on their plates. Here’s a video looking at what they accomplished in 2014. It’s so inspiring!

Images and video via WeFood website.

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About the Author

My name is Becky Striepe (rhymes with “sleepy”), and I am a crafts and food writer from Atlanta, Georgia with a passion for making our planet a healthier, happier, and more compassionate place to live. My mission is to make vegan food and crafts accessible to everyone!. If you like my work, you can also find me on Twitter, Facebook, and .

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