Deeside based Iceland diverts over 3,200 tonnes of food from landfill
Deeside-based Iceland Foods has reached a major milestone in its mission to combat food waste, redistributing 2.5 million meals to UK communities in 2024 through its ongoing partnership with food-sharing app Olio.
Since launching the collaboration in 2022, the frozen food retailer has diverted over 3,228 tonnes of food from waste, a significant achievement in its sustainability efforts.
The partnership, operational in nearly 1,000 Iceland and The Food Warehouse stores, mobilises Olio’s network of “Food Waste Heroes” to collect unsold surplus food and share it with users across local communities.
Iceland’s efforts this year alone have helped to feed 55,900 families, while also achieving a notable environmental impact, with CO2e savings estimated at 4.76 million kg—an equivalent of taking over 16 million cars off the road for a year.
“Redistributing 2.5 million meals this year is something we’re incredibly proud of,” said Richard Walker, Iceland Foods’ executive chairman.
“At Iceland, our ‘Doing it Right’ philosophy is at the heart of everything we do, and this milestone is a great example of that commitment in action. By partnering with Olio, we’re not just reducing our environmental footprint—we’re making sure surplus food gets to the people who need it most.”
Walker emphasised that Iceland’s focus extends beyond environmental impact, highlighting the company’s commitment to community support.
“It’s about more than just food waste; it’s about supporting our communities and doing what’s right for future generations,” he added. Iceland anticipates furthering its partnership with Olio as it looks for new ways to deepen its impact.
Saasha Celestial-One, co-founder and COO of Olio, praised the collaboration’s success: “Olio’s partnership with Iceland goes from strength to strength, and this milestone is testament to that,” she remarked. “Redistributing 2.5 million meals in under 12 months is truly impressive. Thanks to our dedicated volunteers and Iceland’s hardworking colleagues, this partnership continues to thrive. Here’s to the next few million meals!”
Looking ahead, Iceland is expanding its food-sharing efforts by extending its “lucky dip” bag trial, which offers discounted bags of surplus food, to an additional five stores across the north-west by the end of the month.
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