Co-op is axing best-before dates from more than 150 lines of fresh produce in a move designed to help customers cut food waste and save money.
Shoppers will see changes in store later this month (February) with best-before dates removed from all of Co-op’s fresh produce – including apples, oranges, tomatoes, carrots, potatoes, onions and broccoli.
However, a “small number” of perishable products will still retain best-before dates, or on products where Co-op says it can be harder to use visual cues and judgement to establish the suitability to consume.
Alongside the removal of best-before dates, Co-op is also introducing on-pack guidance to highlight the optimum storage conditions to prolong product life.
Date codes can drive decisions in the home, and result in good food being thrown away – which has a cost to both people and our planet.
Adele Balmforth, Propositions Director, Co-op, commented: “Date codes can drive decisions in the home, and result in good food being thrown away – which has a cost to both people and our planet.
“In addition to axing best before dates on fresh fruit and vegetables, our inclusion of storage instructions can also help products last longer and sits alongside our simple on-pack message for shoppers – ‘If it still looks good enough to eat, it is!’”
The move follows a small-scale trial last year, in addition, last year Co-op introduced a “freeze me” message to its own-brand milk products in a bid to cut down on milk being wasted at home. In 2022, Co-op also announced a move to scrap use-by dates from all of its own-brand yoghurts, replacing them with best-before dates.
Co-op says its guidance aims to encourage shoppers to check the quality of the product and use visual cues to establish the suitability to consume.
We know from our research that removing the date labels on fruit and veg will help people throw less good food in the bin.
Reacting to the announcement, Catherine David, Director of Collaboration and Change at WRAP, said: “We’re delighted to see the Co-op continue to take action to reduce household food waste, saving customers money and conserving the planet’s precious resources.
“We know from our research that removing the date labels on fruit and veg will help people throw less good food in the bin.
“And the on-pack information which Co-op will be introducing that outlines the best storage conditions to prolong product life will be an invaluable tool for people wanting to make the most of the food they buy. The average family spends £700 a year on good food which ends up in the bin – moves like this from the Co-op help to change that.”
