Earlier this week, the first supermarket to exclusively sell surplus foods—those that are battered, bruised or past their expiration date—opened its doors in Copenhagen. The store, named WeFood, is giving "ugly" food a chance to shine.
It has arrangements with large supermarket chains throughout Denmark, as well as smaller operations that sell fruit, meat, and packaged products. These suppliers give up the food they would have otherwise thrown away, and WeFood sells it at a discounted price.
The store hopes that its 30-50% markdowns will appeal to a variety of shoppers.
"We are not just reaching out to low-income shoppers, but trying to appeal to anyone concerned about the amount of food waste produced in our society,” Per Bjerre, a spokesperson for WeFood, told The Independent.