The University of Reading is excited to announce a collaborative initiative with Mimica, designed to address critical challenges in food and drink packaging and encourage sustainable consumer behaviour. This forward-thinking project, funded by EIT Food and the European Union, aims to effectively reduce food waste while empowering consumers to make informed choices regarding food sustainability.
Addressing Food Waste and Enhancing Sustainability
Given that 60% of food wasted by EU households is still perfectly edible, there is an urgent call for innovative solutions to mitigate unnecessary waste. The University of Reading will play a crucial role in measuring the effectiveness of Mimica’s groundbreaking “Bump Tag” technology on consumer behaviour and food waste reduction within the context of food and drink sustainable packaging.
Dr. Rachel McCloy, lead researcher from the University of Reading, stated: “Our role in this project is essential for understanding how new technologies can influence consumer decisions. We are eager to contribute to this research, which seeks to significantly diminish food waste across Europe. Ultimately, our goal is to see innovations like this enhance the sustainability of the food system.”
The Bump Tag: A Revolutionary Solution for Food Waste Reduction
Mimica’s Bump Tag represents a game-changing advancement in food and drink packaging. This temperature-sensitive, tactile label adapts to food storage conditions and provides real-time feedback on food freshness. By offering extended expiry dates on fresh products, the Bump Tag has the potential to cut home food waste by up to 63% and reduce retail waste by around 50%.
Solveiga Pakštaitė, Founder & Director of Mimica, emphasized: “Bump helps print longer expiry dates by considering realistic storage conditions, rather than relying on the worst-case scenarios of the current expiry date system. While we recognize its substantial economic and sustainability advantages for producers, the backing of consumers is vital for its success. This project aims not only to introduce our food waste-saving technology into the meat and fish industries but also to evaluate how effectively it supports individuals in making sustainable food choices.”
The University of Reading will execute a series of consumer tests to assess the Bump Tag’s impact on:
1. Assisting consumers in making more sustainable food choices
2. Decreasing overall food waste in households, thus aiding consumers in saving money and minimizing waste
3. Bolstering consumer confidence in fresh food products
A Collaborative Approach Towards a Sustainable Future
This 18-month initiative unites the expertise of Mimica, ABP Food Group, and the University of Reading to deliver significant sustainability and social impact benefits. The research conducted at the University will be instrumental in comprehending consumer behaviour and validating the effectiveness of Bump Tag technology in the realm of food and drink sustainable packaging.
Dr. Rachel McCloy remarked: “This project exemplifies our commitment to translating academic research into practical solutions for real-world challenges. By collaborating with pioneers like Mimica, we can develop strategies that empower consumers to make environmentally and financially sound choices.”
The University of Reading’s participation in this innovative project solidifies its reputation as a leader in sustainability research and reinforces its commitment to fostering a more sustainable future for all.
