Grocery Stores Slash Prices on Near-Expired Food to Fight Waste
Helsinki, Finland – A “happy hour” at the S-market in Vallila, a working-class neighborhood, is a far cry from a traditional bar setting. Shoppers aren’t looking for drinks or a social gathering; they are seeking a steeply discounted price on perishable goods, or a chicken, or a salmon fillet, or any of a few hundred items that are nearing their expiration dates. This unique program, operating at every one of S-market’s 900 stores in Finland, dramatically reduces food waste by offering items slashed to 60 per cent off at exactly 9 p.m. It’s part of a two-year campaign aimed at addressing a significant challenge for this nation, cleverly dubbed “happy hour” in an attempt to attract regular customers, much like a well-established pub.
The pervasive issue of global food waste—estimated at 1.3 billion tons annually, equating to nearly US$680 billion—represents a complex problem with far-reaching consequences. This waste contributes significantly to climate change, accounting for more than 10 percent of global greenhouse gas emissions, primarily through methane produced in landfills. This problem is compounded by the fact that approximately 10 percent of the world’s population suffers from chronic undernourishment, highlighting the immense inefficiency of discarding edible food.
At the heart of this initiative is a remarkable 60-percent discount offered on items slated for disposal. A sampling of this program can be seen in the hands of shoppers like Kasimir Karkkainen, 27, a hardware store employee, as he secured a container of pork miniribs and two pounds of shrink-wrapped pork tenderloin, resulting in a total cost of the equivalent of $4.63. This kind of purchase demonstrates the practicality of S-market’s efforts – a quick and affordable way to acquire a desirable item.
The concept of food waste is addressed through various approaches, ranging from conscious consumer behavior to large-scale business initiatives. The United States, for example, faces a unique challenge due to established cultural norms surrounding quantity and value. A recent assessment by the Center for Biological Diversity revealed that nine of the ten largest U.S. supermarket chains received a C grade or lower for their food waste practices. Only Walmart achieved a better rating, primarily due to its efforts to standardize date labeling and educate employees and patrons.
Several European countries, notably Denmark, are pioneering innovative solutions. Denmark’s “happy hour” model began with Selina Juul, who, after immigrating from Russia at age 13, witnessed the scarcity of food in her homeland. She founded a Facebook group, "Stop Wasting Food," sparking a national conversation. This led to REMA 1000, the largest supermarket chain in Denmark, eliminating in-store bulk discounts—a practice that had previously resulted in the typical Danish discarding 63 kilos of food per year (approximately 139 pounds) annually.
The success of this model in Denmark has inspired other initiatives. S-market in Finland, recognizing the impact of this movement, has adopted a similar strategy, offering discounts on nearly-expired items. However, the program’s impact is still being assessed, with some shoppers, like Harri Hartikainen, 71, opting for a 60-percent discount box of Kansas City-style grilled chicken wings simply due to the price. Loop, a restaurant in Helsinki housed in a former mental hospital, further exemplifies the creative utilization of soon-to-be discounted ingredients. The restaurant’s menu is entirely composed of past-due items offered by grocery stores and bakeries, showcasing that even imperfect ingredients can be transformed into delicious dishes.
The conversation around reducing food waste has even reached the political level. Mette Frederiksen, the current Prime Minister of Denmark, has made food waste a central campaign issue, mirroring the momentum generated in other countries. Within Finland, S-market’s program reflects a pragmatic approach – reducing losses and still making affordable food accessible to its customers. This collaborative, proactive strategy tackles a global problem with a locally tailored solution.
