Dagrofa, one of Denmark’s leading food retailers, has introduced new date labels on more than 900 own brand food products. According to the company, many consumers are confused with the “best before” date label on the packaging and, consequently, good food often ends up in the bin.
The packaging of the company’s own brands OMHU, Gestus, Grøn Balance and First Price will now have an additional “often good after” label. Dagrofa aims to encourage consumers to review, smell and taste the product that has reached the best before date, and let their senses judge whether it can still be eaten.
The move is part of the retailer’s strategy to help reduce food waste in consumers’ households. A study by the Danish Environmental Protection Agency has estimated that private households account for 36% of the total Danish food waste. In addition, Dagrofa has started a number of initiatives to reduce its own food waste by 50% by 2030.