Too Good To Go study reveals 61% of Frenchmen regularly waste bread
Every loaf of bread that is thrown out has an ecological cost due to the squandered agricultural resources, in addition to an economic cost to the baker and the consumer.
FRANCE – According to a recent study by Too Good to Go, a company that focuses on reduction of food loss and waste, 61% of French citizens reported throwing bread away at least occasionally, and among them, 41% discard more than half a baguette per month, or at least 6 baguettes per year.
According to this recent study, bread is a staple of the French as 96% eat it at least once a week, and nearly 6 out of 10 French people eat it daily. Not surprisingly, 62% of respondents still rank the baguette as their top pick.
One of the primary causes of this waste is overspending on bread, as is ignorance of bread preservation techniques.
68% of people who discard bread say they do it because it gets stale or dry. In actuality, just 36% of people repurpose bread in recipes, especially for breadcrumbs or French toast, and 59% freeze it. Nonetheless, most of those surveyed are open to altering their behaviour.
Too Good To Go has created a 360° campaign called “Do you like our bread? Don’t waste a crumb,” whose objective is to encourage more conscientious consumption while disseminating knowledge on practical and easily available ways to cut down on bread waste in order to save money and conserve the environment.
The campaign is based on a comprehensive system, with the help of its bakery partners. The campaign is already being actively promoted by a number of Too Good To Go’s bakery partners, including PAUL, Marie Blachère, Eric Kayser, Boulangerie Louise, and Maison Bécam, on their respective platforms.
Founded in Denmark in 2015, Too Good To Go is a service with a mobile application that links clients with restaurants and stores that have excess unsold food in order to help reduce food waste.
The service mostly covers major European cities, and in October 2020 started operating in North America. In 2022, Too Good To Go was the fastest-growing sustainable food app startup by number of downloads.
As of August 2022, the company claimed that 164,000 businesses, serving 62 million users, saved 155 million bags of food. As of March 2023, it claimed to have saved over 200 million meals.
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