Retailers, fresh suppliers and academics gathered to increase sales and to reduce food waste.

Retailers, fresh suppliers and academics gathered to increase sales and to reduce food waste.

By: processindustrylab

June 8, 2016

On June 1, 2016, more than 50 retailers, fresh suppliers and academics gathered at the ‘Sell More, Waste Less’ workshop to discuss new findings on how to improve the performance of the supply chain for fresh products. Fresh products include products like fresh meat, fruit and vegetables, dairy, bakery as wel as convenience products like ready-to-cook vegetables and ready-made meals. This workshop has been organised by the ECR Community Shrink and OSA group in cooperation with Eindhoven University of Technology.

Rob Broekmeulen and Karel van Donselaar (TUe/OPAC) opened the workshop with a brief recap of the main findings from the research project they did together with three large supermarket chains on how to benchmarks fresh departments in supermarkets and how to quantify the improvement potential of fresh supply chains. Colin Peacock (ECR) shared the results from a survey among retailers and fresh suppliers on how companies define and measure waste, how companies have organised themselves to reduce food waste and to increase freshness and sales for fresh products, how much priority they give to food waste reduction (or to increased product availability) and what they perceive to be the one intervention to really improve the performance of the fresh supply chain.

After the break Tineke Oudega (Danone) showed how Danone, a global manufacturer of dairy products,  is working on waste reduction. Danone together with all the other members of the Consumer Goods Forum have declared to reduce food waste with 50% by 2025. Tineke showed how much is wasted in different parts of their dairy supply chains, from farm to fork. To half the amount of waste in this supply chain, she explained the audience which actions can be taken. Finally Matthias Guender from the European retailer REWE showed how they are redesigning the distribution network for Fruit & Vegetables dramatically, for example by building very large consolidation centers in order to increase transportation volumes to and from these centres and to increase freshness to the stores.

A key strength of the workshop was the strong interaction with the participants. After each presentation John Fonteijn (chairman of the ECR Community Shrink and OSA group) challenged the participants to discuss with each other what they liked and did not like from the presentation.

The final report with all detailed results from the Sell More Waste Less project as well as the presentations from this workshop are available at

For more information, please contact Karel van Donselaar or Rob Broekmeulen at TU/e.  or