Denmark's Salling Group has announced partnerships with Stop Spild Af Mad, a consumer group aimed at reducing food waste, and FødevareBanken, a food bank provider.
The retailer has teamed up with the two groups as it bids to cut its food waste by 2030.
Research has shown that on each day of the year, some 2,000 tonnes of food are thrown out in Denmark, with the country's total food waste accounting for 70,000 tonnes annually.
The partnership has been dubbed 'Denmark Against Food Waste', and it will encourage Danish consumers and suppliers alike to join the fight against food waste, and to be more transparent about how they deal with the issue.
Salling Group, which operates the Føtex, Netto and Bilka chains, said that it has gathered around 17 suppliers to take part in its initiative, and that all plan to work together to halve food waste by 2030.
"This is an ambitious initiative, and I am proud that we and a number of the country's largest companies will work closely together to solve a common challenge," said Per Bank, CEO of Salling Group.
"Halving our food waste is going to require openness, courage and will be a big job," Bank added, "but there is no doubt that we, together with our suppliers and consumers, can deliver the crucial push towards achieving our ambitious goals."
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.