There is a staggering amount of grocery store food waste that is generated on a daily basis and Hellmann's set out to bring awareness to this reality with a stunt.
To highlight the fact that "Canadians waste enough food every minute to feed a stadium," Hellman's collected food from local grocery stores that would have otherwise gone to waste and repurposed the ingredients into free stadium food. As the packed stadium enjoyed their snacks at the sports event, Hellmann's shared a video during halftime to reveal that people were actually eating food waste scraps.
To tackle food waste on a larger scale, Hellmann's is teaming up with Maple Leaf Sports & Entertainment to collect the food leftover from stadium events, so that it can be shared with the people who need it most.
Repurposed Stadium Food
Hellmann's Diverted Grocery Store Food Waste to Feed an Entire Stadium
Trend Themes
1. Reducing Food Waste - Hellmann's highlights the issue of food waste and repurposes ingredients into stadium food, presenting an opportunity for more companies to find innovative solutions for reducing food waste.
2. Sustainable Food Practices - Hellmann's collaboration with Maple Leaf Sports & Entertainment to collect leftover food from stadium events promotes sustainable food practices and encourages other industries to adopt similar initiatives.
3. Consumer Awareness - Hellmann's video during halftime educates consumers about the issue of food waste and prompts them to be more conscious of their own food consumption, suggesting innovative ideas for businesses to promote consumer awareness.
Industry Implications
1. Food and Beverage - The food and beverage industry can find opportunities in repurposing ingredients to create sustainable and zero-waste products.
2. Event Management - The event management industry can explore partnerships with organizations like Maple Leaf Sports & Entertainment to implement food waste reduction strategies for large-scale events.
3. Sustainability Consulting - The sustainability consulting industry can assist companies in finding innovative ways to reduce food waste and develop sustainable practices.