At Apeel, 2019 is wrapping up with a sense of momentum. Having launched Apeel Limes and organic Apeel Apples in US stores, we’re proud to announce that we have crossed the Atlantic to round out a year of growth: we’re bringing Apeel Avocados to Europe with Nature’s Pride!
As Apeel’s supply partner in Europe, Nature’s Pride has integrated the Apeel solution across its expansive avocado value chain to bring Apeel Avocados to Edeka and Netto in Germany, and Salling Group stores, Føtex and Bilka, in Denmark. It’s an amazing opportunity to extend our impact on food waste and to bring avocados that stay fresher, longer to consumers in Europe, where avocados cross an ocean to arrive in stores.
Since we decided to join forces with Nature’s Pride to take on the European food waste crisis, the European Commission authorized the use of the ingredients in our plant-derived coating, paving the way for our EU expansion. The Apeel solution has already demonstrated a greater than 50 percent food waste reduction on average at the retail level in the United States, so we foresee an opportunity to expand our impact reducing waste.
Consumers can discover Apeel produce by the Apeel brand mark on labels and in-store signage, a symbol of produce quality, sustainability, and longer-lasting freshness. Our Apeel Avocados are the first Apeel produce category to arrive in Europe, but other categories are expected to roll out in the future.
Food waste in Europe has reached a staggering 88 million tonnes annually, with associated costs estimated at 143 billion euros (European Commission). In German households, for example, every eighth grocery item is thrown away. This means that 6.7 million tonnes of food goes to waste in homes every year. Calculated per person, this means wastage of two fully packed shopping carts weighing about 82 kilograms with a merchandise value of 234 euros.