Co-op is set to remove ‘best before’ dates on more than 150 lines of fresh produce to help customers reduce food waste at home and save money.
The changes, which will roll out across stores later this month, will see these dates scrapped on products including apples, oranges, tomatoes, carrots, potatoes, onions and broccoli.
This comes as product life testing by climate action NGO Wrap found that fruit and vegetables can be good to eat well beyond the best before date when stored in optimal conditions.
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As households account for around 70% of UK food waste, data also shows that date codes can drive consumer behaviour on deciding when to dispose of fresh produce.
As a result, the convenience retailer is also introducing on-pack guidance to highlight the optimum storage conditions to prolong product life.
“As we face into a climate, environmental and cost-of-living crisis we are committed to helping our customers cut food waste in the home and save money,” Co-op propositions director, Adele Balmforth said.
“Date codes can drive decisions in the home, and result in good food being thrown away – which has a cost to both people and to our planet.”
Balmforth added that Co-op’s 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.”
Wrap director of collaboration and change, Catherine David 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,” adding that Co-op’s on-pack information on storage “will be an invaluable tool.”
“The average family spends £700 year on good food which ends up in the bin – moves like this from the Co-op help to change that.”
