FoodLoop: FRISCO (Food Retail Industry Supply Chain Optimization)

Cologne, GermanyCologne, Germany
Year Founded:
Organization type: 
for profit
Project Stage:
$250,000 - $500,000
Project Summary
Elevator Pitch

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

Nothing to cook for dinner? You are now able to consult the FoodLoop apps and find the best offers close to you. The FoodLoop platform is geared towards resource-efficiency, redefining the way we think, produce and consume, thus creating a positive environmental footprint with its activities.

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

What if half of the billions of tons of avoidable food waste from grocery stores could be diverted from landfills, significantly lowering the carbon footprint of our generation and those to come by using a system informing the consumers in the supermarket
About Project

Problem: What problem is this project trying to address?

Worldwide, there is about 1.3 billion tons of food wasted every year. More than 40% of food losses happen at the retail and consumer levels. Approximately 6% of perishable sales is lost, due to disposal, as they don’t get efficiently communicated through to the customer or due to the “Freshness policy” of a retailer disposing products already up to 11 days prior to their best before date (BBD).

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

FoodLoop offers the consumer a financial benefit to buy products close to their BBD. Using the FoodLoopApp the consumer gets the information of all products offered close to his location. The FoodLoop System is connected to the ERP of the retailer and promotes the groceries automatically and in real time. This is possible by using the technology of the new GS1 Databar that can save additional information like for example the BBD. Thanks to the FoodLoop System the retailers have the knowledge of all products and their BBD, can reduce their groceries and offer them to the consumer before they have to dispose them.
Impact: How does it Work

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

A supermarket has a certain raspberry yogurt that will reach it’s BBD in 3 days. To sell it before the product expires and not to through it away the store manager uses the FoodLoop System and reduces all yogurts that have 3 or less days until its BBD by 30%. The FoodLoop System saves the information and sends it to the app user. The consumer can search in the FoodLoop App for a certain product, a product category or all products that offers his favorite supermarket. He finds the offer of the raspberry yogurt, goes to the supermarket, takes the product with the BBD that is announced in the app, buys it and gets the product directly 30% cheaper. The FoodLoop System gets the information and reduces the amount of products offered in the app.

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

As mentioned above approximately 6% of perishable sales are lost due to disposal. Selling perishable items generates half of the worlds’ biggest food retail chains’ revenue. Consequently they through away 3% of their sales. If FoodLoop can reduce food waste by 50 %, they would save groceries being worth 1.5% of their sales. The five major food retail chains of the world had a combined revenue in 2012 of 470.6 billion Euro. 1.5% of only these five would implement to save food being worth more than 7 billion Euros.

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

In these days we are preparing the pilot phase with three bio supermarkets starting in September where we will show the proof of concept. This pilot will last for three months and will demonstrate the benefits for all related groups. After a successful pilot phase we will intensify our talks with the world leading food retailers. As the technology and the food waste problem is comparable in most industrialized countries we don’t expect high entry barriers to implement the FoodLoop System in different countries. Our target is to cut food waste on the retailer level by 50% until 2025.

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

Financial sustainability will be guaranteed by licensing out the FoodLoop platform to retail chains by using the brand name of FoodLoop. Due to FoodLoop they can improve sales, profit as well as their image. Furthermore they save labor and disposal costs. For using the FoodLoop system they have to pay a low monthly fee for each store as well as a certain percentage of the additional sales they achieve by using the FoodLoop-system.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches? is a project in the USA, similar to the FoodLoop venture, and focuses on comparable values as FoodLoop, which is to reduce unnecessary food waste and help the consumer save money. However, they are lacking the specifics of putting such a plan into motion such as getting retailers on board, marketing and providing a working prototype. Zéro-Gâchis is a French Start-up, which again focuses on reducing food waste and saving money. However, it lacks the automation and the efficient use of technology, such as the GS1 „DataBars” and SAP-HANA Servers, which FoodLoop is offering.

Founding Story

CEO and Founder, Christoph Müller-Dechent, came up with the business idea for FoodLoop in October 2012 as part of a Strategy and Venture Seminar. The task was to develop an idea or concept for a service or product within a company or a digital venture. The idea of inventing an application that informs customers about the products approaching their BBD came into existence due to his personal experience at a supermarket the day before. At the supermarket, he was unable to find any eggs, milk or yogurt that was closer than seven days to their BBD. After inquiring further, he was shocked when he was told that everything "just" gets thrown away. He used this as inspiration for the Strategy and Venture Seminar, and the idea of FoodLoop was born.


Christoph Müller-Dechent (CEO and founder; strategic alliances and fundamental corporate development; full-time) Tobias Müller Dechent (CMO; marketing and communication; full-time) Florian Ertel (Business Developer; market analysis; full-time) Mehrad Rafigh (CTO; IT issues, development of the backend and Android App; full-time) Fabian Zavodnik (Backend and IOS Developer; part-time) Marcel Schaeben (IOS Frontend Developer; part-time)
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Organization Country

, NW, Cologne

Country where this project is creating social impact

, NW, Cologne

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

Friends and family, Individuals, Foundations, NGOs, Businesses, Regional government, National government, Customers, Other.


Waste and Packaging.

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?

Our customer is the food retail industry. Using the FoodLoop System will help them to increase their revenues, decrease labor and disposal costs and to improve their image. For this service they will pay a commission fee of their additional sales to FoodLoop. Another recipient group are the consumer of the supermarket. They are not our direct customers as they don’t pay for the service but they will be the ones using our app. They benefit from cheaper groceries and the possibility to act more sustainable.

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

The publicity would help us to increase our popularity, gain support for our brand building, and find and acquire potential customers and investors. That’s very important at that stage as we need to find at least one major food retail chain who wants to start this project with us. We envision FoodLoop as being THE one and only multi-partner platform for all retailers and thus we need to create/establish/build an entire brand around FoodLoop.
The prize money would be an important help to finance the whole project as we need to spend more money on our brand building methods and furthermore it enables us to pay the salary of our developers that create and improve all the technology that is needed to operate on the market.

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

I have worked more than one year in Hong Kong and Los Angeles as a personal assistant and producer to Michael Gleissner. In the late 1990s Michael Gleissner sold his company for 160 million US dollars to He was always following several entrepreneurial ideas and involved me in his daily work and decisions. He gave me a lot of responsibility to support him in this field that motivated and inspired me.

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?