Lidl started in the spring of 2019 with a test of the food waste app, 'Too Good To Go' in 21 branches. The rest of the 124 Lidl branches in Denmark followed in November. The result: 50,000 sales of the so-called Magic Boxes with leftover fruit and vegetables that customers can pick up in the store at the end of the day. Since December the Magic Box has sold out almost every day, Lidl reports in a press release.
Lidl's main goal is to have halved food waste by 2030. The short-term goal is to sell 250,000 Magic Boxes this year, equivalent to 1,000 tons of food.
Heidi Boye, director of Too Good To Go Denmark: “We have noticed that now all 124 of the Lidl branches are participating in the fight against food waste. Sales have risen explosively in recent months, we even have a new record. A very good move by Lidl and the employees, driven by an admirable dedication, delivered a fantastic performance. It is fantastic for our planet to see that there are so many enthusiastic people who want to do something about food waste.”
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