From “Farm to Table” to “Farm to Landfill”: The Latest in Food Sustainability

This article was originally published in “The 8 Biggest Food Trends Driving Serious F&B Revenue” a guide published by Catersource and Social Tables.

More than 160 billion pounds of food is lost or wasted every year. And, Americans know it! Already 80% of Americans recognize food waste is an issue. As a result, the focus of what’s in demand is rapidly shifting from “farm to table” to an emphasis on sustainability and conservation more broadly.                                                   

40% of food made in the U.S. is either lost or wasted.

Consumers are now seeking a more “holistic” food chain around sustainability. It’s no longer enough to use sustainable food sources. Now consumers want to know that their food is being transported by fuel efficient means and that there’s no excess waste.                        

As consumers desire reducing food waste, what does that mean for your business? Don’t worry, here are some actionable ways you can adapt starting today:

Use excess food for lead gen

Find prospective corporate client in your area and offer a free lunch using whatever leftover food you have. Show them what your team can do with leftovers, and pitch them on the real thing. Showing a commitment to reducing waste at this stage makes it easier to build a value-driven business partnership.

Take it to the streets

Use it as a guerrilla marketing tactic to reach potential clients. Get out on the street, or head to another event that draws in crowds, and share your leftover eats for free.

Donate on behalf of your clients

Win more clients by letting them know you’ll make local donations on their behalf with any leftovers. Then, let them choose where you donate. Research the food rescue programs in your area. They’ll often pick up leftovers free of charge, which means less work for your staff.            

Use a set menu

Not having a set menu is a great way to give clients optionality, but it also means you’ll end up with excess food products. Consider a series of fixed menu options that make it possible to reuse the same items. When clients push back, let them know that your menus are designed to deliver the best meals while keeping food waste to a minimum. When your values align with your clients, they’ll be far less price conscious.

Feed your staff

Okay, so let's say your clients rely on a fully custom menu. What do you do when you have extras left over? Feed your employees breakfast, lunch, and dinner. This goodwill could help foster a happier staff, resulting in better customer experience, and can help your company stand out in marketing as being more thoughtful about how it treats employees.           

Why values matter 

“Whether you’re an off-site caterer or an in- house service at a hotel, creating mission- driven, value-aligned experience must be top of mind. That means taking a stand for what you believe in and working with clients to understand their mission objectives as well.                        

One way we achieve value-alignment is by building relationships with our local community of suppliers. Do the local vendors you work with embody the values that resonate with your guests?

Value alignment can have a major impact on your bottom line. Sustainability (for example) is a worthy cause to support, but it’s not just charity work. Marketing is about values. When customers see that your values are aligned, they become far less price conscious.” —Kim Bryden Founder, CEO Cureate Connect

What are you doing to leverage the “farm to landfill” movement at your organization? Join us on Twitter @Catersource_llc to join the conversation.

For more tips like these download the full report featuring eight trends impacting food, and f&b revenues this year.