TrendWatching is a purpose-driven trend firm, inspiring business professionals to launch sustainable innovations that benefit people and planet.
Select your country
Last week, we featured McDonald's 'La hamburguesa que no pudo ser' campaign, which supports Spanish farmers stricken by wildfires by selling the hamburger that couldn't be. Now, Lidl GB has announced that it's dropping its usual produce specifications in light of historic drought.
The supermarket chain will accept fruit and vegetables that look and feel different from what shoppers are used to, caused by crops having suffered record high temperatures and low rainfall.
By being more flexible, Lidl is helping food from going to waste while supporting growers in one of the toughest years they've lived through. As the company's CEO Ryan McDonnell stated: "It’s critical that we and the rest of the sector get behind our suppliers. That’s why we have written to all of our British fresh produce suppliers, and I would urge other supermarkets to do the same, so that together we can ensure that perfectly good produce isn’t going to waste.”
Join 100,000+ future-focused professionals in 180 countries already receiving our free trend updates.