According to a survey by the Federal Statistical Office, approximately 11 million metric tons of food end up in the trash each year in Germany (Federal Statistical Office, 2022). Of this amount, about 59% comes from private households, which corresponds to 78 kg per capita per year. The remaining 41% of discarded food comes from the rest of the supply chain, including primary production, processing, retail, and foodservice (BMEL, 2022). In addition to factors such as improper storage conditions or product damage, marketing standards also contribute to food waste, as products are rejected based on their size, color, or shape before they reach retailers. To address this problem, the Breadcrumb project was launched, funded by the EU’s Horizon research and innovation program. Breadcrumb is taking a close look at existing marketing standards with the goal of significantly reducing food waste by potentially adapting them. As part of a case study, lehmann natur is working with the CSCP to develop appropriate solutions.
The Breadcrumb project was launched in January 2024 in collaboration with 21 partners from seven European countries. The initiative is supported by the EU’s Horizon research and innovation program with a budget of 5 million euros. Over a three-year period ending in December 2026, a total of 16 cross-stakeholder case studies will be conducted across the five food groups: fruits and vegetables, meat, grains, eggs, and fish. The goal is to collect data along the value chain that highlights food waste attributable to marketing standards. The collaboration also aims to identify solutions that will enable visually less appealing products—which do not meet marketing standards but are still safe to consume—to gain market access. To this end, food companies will receive advisory support, among other things, to help them identify suitable marketing channels and business models.
Lehmann Natur, one of the 21 Breadcrumb partners, sees great potential in the project. The specialist in organic fruits and vegetables hopes to successfully market products that currently do not meet marketing standards—such as yellow limes or small-sized fruits—in food retail in the future. The collaboration among numerous stakeholders, as well as the project’s long duration, underscores the importance of this issue in the context of sustainability.
About Lehmann Natur
lehmann natur is an importer of organic, Demeter, and permaculture-certified fruits and vegetables. Based in Meerbusch, the company has been committed since 1988 to making it possible for all consumers to enjoy healthy, ecologically sustainable, natural products of the highest quality.
Farmers around the world grow organic and biodynamic fruits and vegetables for Lehmann Natur. To meet its high standards for quality and sustainability—including in its logistics operations—the company operates its own 100% organic packing facility at its Korschenbroich location. Since 2021, the seed brand LEHMANNS Bio-Saaten has complemented the company’s product range and underscores its commitment to thinking organic from the very beginning. In addition, the company promotes biodynamic agriculture and assumes social responsibility throughout the entire supply chain.
About the CSCP
The Collaborating Centre on Sustainable Consumption and Production (CSCP) is an international, nonprofit think tank and action tank based in Wuppertal. Together with companies, policymakers, partner organizations, and civil society, the CSCP pursues the vision of embedding sustainability in society to enable a good life for all.
Contact person:
Albana Caraj Lehmann Natur Gesellschaft zur Erzeugung und zum Vertrieb ökologischer Produkte mbH Otto-Hahn-Straße 10 40670 Meerbusch Email: presse@lehmann-natur.com Website: www.lehmann-natur.com
References
BMEL. (2022). Federal Ministry of Food and Agriculture. Retrieved April 8, 2024, from https://www.bmel.de/DE/themen/ernaehrung/lebensmittelverschwendung/studie-lebensmittelabfaelle-deutschland.html
Federal Statistical Office. (June 30, 2022). Retrieved April 8, 2024, from https://www.destatis.de/DE/Themen/Gesellschaft-Umwelt/Umwelt/Abfallwirtschaft/Tabellen/lebensmittelabfaelle.html
Images:
Image caption: All project participants gather in Brussels for the kickoff.
Image Title: Breadcrumb Project Logo
Image caption: Organic cucumbers that do not meet marketing standards and end up being discarded.
Image caption: Organic pointed peppers that are not sold in grocery stores due to their color and shape.
Image caption: Organic limes, yellow and green—hopefully, sorting them won’t be necessary much longer.
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