A Danish charity Folkekirkens Nodhjaelp has opened a first of its kind supermarket - WeFood, which sells expired food at heavy discount, in order to reduce food waste.
The supermarket, which is located in Copenhangen, is selling products at 30% to50% discount as compared with other stores in the city.
The initiative intends to minimize food wastage by selling products that have damaged packaging or have expired. The targeted segment is low-income shoppers and those sensitive to environmental needs.
Folkekirkens Nødhjælp spokesperson Per Bjerre was quoted by The Independent as saying: "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."
The store is also collaborating with importers of citrus fruits, butchers, and producer of organic fruit and nut bars. Volunteers from the organisation will pick up the produce from the suppliers.
WeFood is aiming to help reduce 700,000 tons of food waste that is generated from Denmark every year.
Danish Minister for Food and the Environment Eva Kjer Hansen was quoted by the publication as saying: "It's ridiculous that food is just thrown out or goes to waste. It is bad for the environment and it is money spent on absolutely nothing.
"A supermarket like WeFood makes so much sense and is an important step in the battle to combat food waste."
Since the past five years, Denmark has been able to reduce food wastage by 25%.
