Food For Good

Food For Good: Turn waste into value.

London, United KingdomLondon, United Kingdom
Year Founded:
Organization type: 
Project Stage:
< $1,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Demand for a high standard food generates a large volume of waste due to overproduction, aesthetic standards and lack of knowledge.
Food For Good aims to reduce food waste impact on the environment, re-directing surplus food production to human consumption and by raising public awareness.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

What if food waste could be re introduced into the market?
About Project

Problem: What problem is this project trying to address?

There is an unbelieveable amount of food going in and out the food industry, without being eaten, resulting in waste of nutritional food and also of valuable resources. In the UK 20% to 40% of fruit and vegetables are rejected even before they reach the end consumers. This has negative impact on the environment and our economy. Waste occurs at different stages of the production and it is not considered loss because part of a systematic process.

Solution: What is the proposed solution? Please be specific!

Food For Good ethical catering serves people food that otherwise would go to waste, which is turned into exquisite recipes. We bring a new and informative experience to people, a vehicle to communicate, a powerful tool for a lasting solution that aims to change people's behaviour towards the way food is conceived. We also turn discarded fruit and vegetables into a product, minimally processed and preserved under vacuum keeping their nutritional qualities for longer, this allows to reintroduce them into the market. To achieve a bigger impact the vacuum method could also be applied as an integrated in-store system for supermarkets, responsible to generate most of food waste. This opens possibilities to improve food management and loss.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Daily we collect fruit and vegetables that didn’t reach the market from individual traders, collaborating together to save their surplus from going to landfill. Throwing food away is a significant loss for them not only in resources but also in additional costs to dispose it. Once collected, fruit and vegetables are vacuum packed preserving their texture, quality and nutrients extending their lifespan and preventing damages when freezed. This method comes as a solution for our catering allowing us to stock up more food for longer to better managing our events. Our unique and innovative catering experience gives to people the option of a conscious choice and to companies the opportunity to work within their Corporate Social Responsibility.

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

Food For Good has saved and redirected 2 tonnes of food, some collected from supermarkets and restaurants delivered to charities serving meals to 150 homeless. Other served at our catering events to nearly 500 people. Events focused on the topic of sustainability were organised at the University of The Arts and at the Impact Hub and food was the vehicle to raise awareness and bring together a vast community. Positive reviews were made by both direct clients and guests:“They have risen to many catering challenges but do so with a 100% ethical approach and with a great understanding of processes” Sarah Temple “I particularly liked how we could not set the menu in advance, whilst knowing that the ingredients have been ethically sourced. A brilliant idea.” Lynee Finn.Bites after bites people take on board our concept understanding the real value of food and the great contribution they make

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

Our vision would be to re-direct as much surplus and unwanted production as possible, not only by physical actions but through communication and information too. If implemented at different stages of the food production chain, the vacuum method could potentially save a lot of food from going to waste.

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

Funding scheme has been a valid support for our project with access to mentoring and legal advices. We plan to apply for more in the future but we are aiming to make the catering service and the vacuum product a sustainable business. The catering has been so far the only revenue. To secure a stable income we would need to be involved in more events, especially with larger companies. A crowdfunding campaign is a valid option for the project too.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

There are big organizations and an increasing number of small start-up businesses in the Uk working to tackle food waste. Fare Share redistributes surplus products to charities around the UK and Feeding the 5000 campaigns to raise awareness around the food waste issue. We have been supported by Feeding the 5000 and collaborated with most of the food waste activists, sharing ideas and methodology. Food For Good with its informational activities and innovative product brings the food waste topic to a totally different audience providing a unique catering experience and a practical solution.

Founding Story

Food has always had a very important role in our life as kids we were taught about its value and on how never to waste it. When started working in a bakery shop and witnessing how much delicious and still edible food was thrown away, we felt really disgusted. We decided to know more about why the reasons of such a waste, learning that it occurs at different levels of the production chain. We went back to farms, pack houses and markets trying to understand the core of food waste problem, working hard to find practical solutions to minimise its impact. Seeing the success of vacuum packed products in other countries, we decided to explore its potential within food waste being a valid method to overcome overproduction.


Martina and Anna, designers, co-founder of Food For Good. Our knowledge and passion for food comes from a cultural background. We collaborate with chefs sharing our same values, research departments, organisations involved in the same topic. Our aim is to create a professional and skilful team that brings in new ideas and personality. In the future we would like to step back from the food processing to focus more on communication and education.
About You
About You
First Name


Last Name


About Your Project
Organization Name
How long has your organization been operating?

Organization Country

, London

Country where this project is creating social impact

, London

What awards or honors has the project received?
Funding: How is your project financial supported?

Customers, Other.


Waste and Packaging, Sustainable Sourcing.

Audience: Who have you identified as your customer/recipient groups and do these groups value your solution for different reasons? How do you engage different customer/recipient groups to deliver your solution?

Food For Good’s solutions are targeted to people and companies willing to make a positive impact on our current food waste situation. Whether by buying our product or service they value our approach for its ethical, educational and practical aspect. When approaching different audiences we show flexibility and total understanding of their needs trying to meet their requirements. We bring on energy and innovation to their events with a unique and bespoke outcome.

Scaling the solution: How would the prize money and publicity help you to achieve your objectives over the next two years?

Winning the award will totally lift our business off the ground! Buying equipments for the catering service, having a valid mean of transportation and the professional vacuum machines. We would be able to approach institutions of research to explore with experts more sustainable packaging technologies tailored to our needs. We will be able to remunerate our work and employ people to build a professional team. Build up a communication strategy campaign through main advertising channels to gain visibility and get attention to our cause.

Experience: Please provide examples of any previous entrepreneurial initiatives you have pioneered

We haven’t pioneered any previous entrepreneurial initiatives.

Are you are eligible to attend the Accelerator event in Cambridge and subsequent events in London, UK in January, 2015?


Will you require a visa to enter the UK?

Are you are a current Unilever employee?