Large food manufacturers are advising their customers to trust their senses, and their common sense, rather than the freshness expiration date on certain products by displaying a new pictogram.
“This initiative allows us to put the subject at the center of the table and question our attitude. It helps remind us what the definition of the best before date is, because it is not clear,” says Nicolas Dot, the public relations manager for Too Good To Go in Canada. It is this anti-waste application which is behind a new initiative which aims to remind consumers that when it comes to freshness, they have the last word.
By displaying a small image on certain foods, we indicate that beyond the date displayed on the packaging, if the product smells fresh and looks healthy, it probably is.
The initiative is called “Observe, Smell, Taste”. Around fifteen Canadian brands have already said yes, including the Bel Group, which produces La Vache qui rit cheeses, and the chocolate giant Barry Callebaut.
This display exists in Europe, where it was launched in 2019, and the small logo is now present in 13 markets, where it is found on products from 500 brands.
Canada is therefore the fourteenth country to embark on this partnership with the anti-waste application.
The project took a year to complete as the group consulted with national regulatory bodies, including the Canadian Food Inspection Agency (CFIA) and the Quebec Ministry of Agriculture, Fisheries and Food. to present his image and approach to them.
The launch is this Tuesday, June 18, but the small pictograms will gradually appear on foods; those from larger companies may take a little longer to add the image.
The pictogram obviously does not replace the “best before” freshness expiration dates mandatory in Canada on products whose shelf life is evaluated at 90 days or less – with certain exceptions, including fruits and vegetables.
It is obviously not intended for meat or fish, specifies Nicolas Dot, who gives as an example certain condiments whose shelf life, conversely, is very long and goes beyond the date proposed on the package. .
The multinational Too Good To Go is broadening its scope with this initiative, which is a specialist in the recovery of unsold items in food stores through its anti-waste application.
In particular, it is believed that the “best before” label sounds the death knell for a food that should not be consumed beyond the prescribed date, even though it is an indicator of freshness and not healthiness.
Conversely, a shelf life date on baby food indicates the consumption limit. “It will encourage consumers to use their senses before throwing away food,” explains Nicolas Dot.
According to a Léger survey carried out for Too Good To Go, more than 4 out of 10 Quebecers say they throw away foods whose “best before” date has passed, at least once a week.