East of England Co-op wins national industry award for waste reduction campaign

The East of England Co-op has won a prestigious Institute of Grocery Distribution (IGD) Sustainable Futures Award for its ‘Co-op Guide to Dating’ campaign. 

The winners were announced at the glittering IGD Awards ceremony which was held at the Park Plaza, Westminster Bridge in London.  Held annually over the past 25 years, the IGD Awards celebrate outstanding achievements and business excellence across the food and grocery industry.

The Sustainable Futures category highlights businesses that have confronted challenges and developed initiatives to help create a more sustainable future.

Launched in December 2017, the ‘Co-op Guide to Dating’ saw East Anglia’s largest independent retailer take the food retail industry by storm in a marked stance in the fight against food waste by becoming the first major retailer to sell products past their Best Before date in-store for just 10p.

Following a rigorous judging process, the East of England Co-op was chosen as the “unanimous” winner of the Sustainable Futures category, whose other shortlisted entrants included Coca-Cola and Aldi.

Roger Grosvenor, Joint Chief Executive at the East of England Co-op, said: “To say we are proud to have won this award, and to have received such recognition from our industry, would be an understatement.

“Co-op Guide to Dating is a simple premise that is already making a hugely positive contribution towards reducing food waste and ensuring perfectly edible food stays in our food chain for longer.  

“Customers are perfectly willing to try these products, with reduced items flying off the shelves within hours. As retailers it is our responsibility to ensure we provide customers with the opportunity to make choices that support a more sustainable future for all. 

“The East of England Co-op has never been afraid to try new things, always looking at the small things we can do that make a big difference to our communities, and this is a fantastic way to celebrate our 150th anniversary year.”

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