Too Good To Go and FamilyMart Team Up to Tackle Food Waste in Japan
In an ambitious collaboration aimed at reducing food waste, the world-renowned food waste reduction app, Too Good To Go, is joining forces with FamilyMart, one of Japan's leading convenience store chains. This partnership will launch a trial initiative starting January 28, 2026, across six selected FamilyMart locations in Tokyo. The goal of this project is to actively match customers keen on reducing food waste with products nearing their expiration dates, showcasing a commitment to sustainable practices that benefits both the environment and consumers.
FamilyMart has long been invested in reducing food waste. The company has enhanced its ordering accuracy through Artificial Intelligence, extended product expiration dates, and introduced measures like the Dramatic Price Tag (涙目シール), which has proven to be effective in minimizing waste. By leveraging the Too Good To Go platform, they aim to connect surplus products with customers who wish to contribute to the fight against food waste.
Too Good To Go, launched in Denmark and now a global leader in its field, offers ‘Surprise Bags’ filled with still edible food at prices significantly lower than retail value. During this trial, FamilyMart will implement both traditional and new strategies, including the use of the Dramatic Price Tag with app integration, allowing customers to purchase items directly from the app at a reduced price.
In addition to these measures, seasonal items like Ehomaki (a traditional sushi roll eaten during Setsubun) will also be integrated into this initiative. By utilizing the app, FamilyMart is looking to enhance customer engagement both in-store and online, thereby maximizing their reach.
Yoshihiro Oh, CEO of Too Good To Go Japan, expressed his excitement about the collaboration, highlighting FamilyMart’s proactive approach towards educating consumers about food waste and their commitment to environmental sustainability. Oh noted, 'We see ourselves as a bridge connecting stores to customers who want to make a difference in their communities. This collaboration aligns perfectly with our mission to fight food waste globally.'
An Innovative Approach to Food Waste: The Dramatic Price Tag is an intriguing tool designed to resonate emotionally with shoppers, displaying a sad-faced character alongside discounted prices for items nearing expiration. Since its national rollout, it has successfully reduced food waste in stores by approximately 5%, which equates to around 3,000 tons annually. Furthermore, to spread awareness and facilitate community engagement, elements of this campaign will be made available as free illustrations by October 2025.
The Implementation Phase: The first location for this pilot program will be Musubu Tamachi Store, with subsequent expansions planned across various other locations, including: Ikebukuro North Exit Store, East Ikebukuro Meiji Street Store, Komazawa Park Station Store, Ikebukuro Green Avenue Store, and Metro Gaienmae Store. Each store will craft a strategy tailored to its unique demographics and product offerings, maximizing the potential for success.
Long-Term Commitment by FamilyMart: This trial encapsulates FamilyMart’s broader goal to cut down food waste significantly as part of its Famima Eco Vision 2050 initiative. The company aims to reduce food waste in stores by 50% by 2030 and by 80% by 2050 compared to 2018 levels. This effort not only reflects corporate responsibility but also resonates with consumers’ growing concerns regarding environmental sustainability.
As part of their pledge, FamilyMart continuously invites customers to engage with them in making a collective effort towards a more sustainable future whenever they visit their local store. By marrying convenience shopping with sustainability, both Too Good To Go and FamilyMart are pioneering a future where food waste is substantially minimized and eco-friendly practices are normalized in everyday life.
FamilyMart has long been invested in reducing food waste. The company has enhanced its ordering accuracy through Artificial Intelligence, extended product expiration dates, and introduced measures like the Dramatic Price Tag (涙目シール), which has proven to be effective in minimizing waste. By leveraging the Too Good To Go platform, they aim to connect surplus products with customers who wish to contribute to the fight against food waste.
Too Good To Go, launched in Denmark and now a global leader in its field, offers ‘Surprise Bags’ filled with still edible food at prices significantly lower than retail value. During this trial, FamilyMart will implement both traditional and new strategies, including the use of the Dramatic Price Tag with app integration, allowing customers to purchase items directly from the app at a reduced price.
In addition to these measures, seasonal items like Ehomaki (a traditional sushi roll eaten during Setsubun) will also be integrated into this initiative. By utilizing the app, FamilyMart is looking to enhance customer engagement both in-store and online, thereby maximizing their reach.
Yoshihiro Oh, CEO of Too Good To Go Japan, expressed his excitement about the collaboration, highlighting FamilyMart’s proactive approach towards educating consumers about food waste and their commitment to environmental sustainability. Oh noted, 'We see ourselves as a bridge connecting stores to customers who want to make a difference in their communities. This collaboration aligns perfectly with our mission to fight food waste globally.'
An Innovative Approach to Food Waste: The Dramatic Price Tag is an intriguing tool designed to resonate emotionally with shoppers, displaying a sad-faced character alongside discounted prices for items nearing expiration. Since its national rollout, it has successfully reduced food waste in stores by approximately 5%, which equates to around 3,000 tons annually. Furthermore, to spread awareness and facilitate community engagement, elements of this campaign will be made available as free illustrations by October 2025.
The Implementation Phase: The first location for this pilot program will be Musubu Tamachi Store, with subsequent expansions planned across various other locations, including: Ikebukuro North Exit Store, East Ikebukuro Meiji Street Store, Komazawa Park Station Store, Ikebukuro Green Avenue Store, and Metro Gaienmae Store. Each store will craft a strategy tailored to its unique demographics and product offerings, maximizing the potential for success.
Long-Term Commitment by FamilyMart: This trial encapsulates FamilyMart’s broader goal to cut down food waste significantly as part of its Famima Eco Vision 2050 initiative. The company aims to reduce food waste in stores by 50% by 2030 and by 80% by 2050 compared to 2018 levels. This effort not only reflects corporate responsibility but also resonates with consumers’ growing concerns regarding environmental sustainability.
As part of their pledge, FamilyMart continuously invites customers to engage with them in making a collective effort towards a more sustainable future whenever they visit their local store. By marrying convenience shopping with sustainability, both Too Good To Go and FamilyMart are pioneering a future where food waste is substantially minimized and eco-friendly practices are normalized in everyday life.
Topics Consumer Products & Retail）
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