Challenged with the idea to come up with a strategy how to market a delivery service for expired/rotten food, I decided to take the idea pretty literal. To do that I took a look at current cultural movements and what the actual deal is with "expired food". And guess what, expired is not necessarily expired. It's this misconception that causes thousands of tons of food trash every day.

1. Brief
Creative Strategy for a business that delivers expired
(rotten) food to your doorstep.

2. What’s up with the Food Waste?
If food waste were a country, it would be the third largest producer of
greenhouse gases, eclipsed only by the United States and China.
http://thinkprogress.org/climate/2015/03/17/3634553/canada-
sells-ugly-produce/

3. “Expired”
Most Americans have little idea what expiration dates,
sell-by dates, and best-by dates really mean. Many
tend to use these dates as deadlines for when to use
or buy products, despite the fact that they mostly
indicate guidelines for stores.
http://www.businessinsider.com/dumpster-diving-in-brooklyn-
photos-2014-10#ixzz3Zm3XeJSh

4. Problem: Labeling
use by:
best before:
enjoy by:
sell by:
display until:

5. What’s going on?
● Grocery stores sell ugly produce at lower costs
● grocery store auctions
● “dumpster diving”
● first “expired” food market in Boston

6. Here:
Stores toss a mountain of perfectly edible food, and
simultaneously consumers waste large amounts due to a
misunderstanding of labeling.
There:
“Expired” food is not necessarily bad and with the right service,
we can change people’s perception about food waste.

7. A membership for those
looking
for affordable quality food.

8. How it works

9. we collect/acquire “trash”
from grocery stores and
other retail establishments,
accept food donations,
sort it out and store
appropriately
food is repackaged,
uploaded to website sorted
by category and time
members order food
from our website,
we deliver within chosen
time-frame.
Sell

10. Inform
together with

11. Target
Families w/ 3+ members
lower middle-class, income slightly
to high for food stamp support
well-being of all family members is
highest priority
18 - 28 year old students
& adolescents new in the work force
care about social causes
considerate about their nutrition
within limited budget

12. Changing the perception of “expired” food
People are provided with all kinds of food for a
limited budget.
With the help of EatbyDate, we
simultaneously we educate people about
the problem of food waste, how to correctly
store food and also the true meaning of
different food labels.

13. Liaisons
Through taskrabbit we make it a
public project and our range of
gathering “trash” is limitless.
We will partner with Postmates to
deliver our orders.

14. Launch
To get publicity for the launch of our service, we
will contact popular food blogs and Instagram
accounts.
The first city we will bring our service to is New
York.
@cookinglight @NEW_FORK_CITY
@cookingchannel @BESTFoodNY
@cookingclassy @NYCfoodgoals
@NoBreadNYC @UrbanxKoi
@aguynamedpatrick @alasully
@pissinginthepunchbowl @alice_gao
@alifewortheating

15. Co-branding opportunity:
The Real Junk Food Project is an initiative founded
in the UK in 2013. In RJF locations, chefs create
meals based on the ingredients collected from
other stores’ “trash”. Through a “Pay as you feel”
concept, everybody can contribute on what they
think the idea, the space, the food and the bigger
picture is worth.
It is a collaborative effort to bring about a radical
change in our food system.
We will help them to set foot in the United States
and start a series of Pop-Up restaurants around
NYC and other locations throughout the US.
http://www.therealjunkfoodproject.co.uk/about-us.php

16. Conclusion
Tackling the misconception of “expired”, we hope to do our share to go
forward against food waste. We offer quality products for reasonable pricing
for those with smaller pockets.
By growing our business, we hope to put us out of business.
With less waste, WasteChums are unnecessary.
But that’s fine, we made a difference.