In an effort to reduce food waste and increase profits, S-Market, a Finland-based grocery store chain, launched a "happy hour" where customers can purchase soon-to-expire food at a deeply discounted price. This hour of lowered prices begins after 9 PM every evening and food prices are discounted between 30 to 60 percent.
The happy hour-styled sale was launched in an effort to limit the brand's negative environmental impact by reducing the amount of food that enters the landfills. According to a recent study, food that rots emits a methane gas that's 25 times more harmful than carbon dioxide and ensuring food isn't wasted will help the brand and consumers live a more eco-conscious lifestyle. S-Mart hopes its discounted food hour will encourage shoppers to purchase more soon-to-expire food.