Consumer Co-operatives: Building a Better World Through Responsible Consumption

On 29 September, the world comes together to observe the International Day of Awareness on Food Loss and Waste. This annual moment is a reminder of the staggering inefficiencies in our food systems. FAO estimates that about 13% of food is lost between harvest and retail, and another 17% is wasted at the retail or consumer level. These losses not only prevent people from accessing nourishment but also waste the water, land, energy, labour, and investments that go into food production — and contribute to greenhouse gas emissions.

At the same time, 2025 is the International Year of Cooperatives, proclaimed by the United Nations under the theme “Cooperatives Build a Better World”. Consumer co-operatives — rooted in local communities and guided by principles of solidarity, democracy, and concern for the community — are natural allies in the pursuit to achieve SDG 12: Responsible Consumption and Production. By innovating, advocating, and engaging consumers, co-ops are turning the abstract goals of sustainability into everyday reality.

Across Europe, consumer co-operatives are turning principles into practice by tackling food loss and waste in several ways. Their actions reflect a shared commitment to UN SDG 12, while also addressing local needs and realities.

Empowering Consumers Through Smart Shopping

One of the most direct ways to prevent waste is by giving consumers tools and incentives to buy products before they are discarded.

In Norway, Coop has introduced creative pricing strategies to make this easy and appealing. Through the Matredder’n initiative, perishable items close to their expiration date — such as fresh produce, bread, and chilled goods — are automatically offered at 40% off, while products that have passed their “best before” date are sold at a 70% discount under the Best før –70% scheme.

These discounts are highly visible in stores and have proven incredibly popular. In 2023 alone, Coop Norway sold over NOK 1 billion (approximately €85 million) worth of such products.

Similarly, PLUS in the Netherlands engages consumers directly through its collaboration with Too Good To Go. By purchasing surprise bags filled with perfectly good products nearing their expiration date, customers help prevent waste while saving money. To date, more than 3 million surprise bags have been sold.

PLUS also tracks its progress closely. In 2024, its food waste was 1.14%, representing a 15% reduction compared to 2018. The company is on track to meet its ambitious goal of cutting food waste by 50% by 2030.

These approaches show how consumer empowerment can drive meaningful change: every purchase of a discounted or rescued product becomes a step toward sustainability.

Strengthening Communities Through Food Donation

Not all unsold products can be sold, but many remain safe and nutritious. Here, co-operatives play a vital role in supporting vulnerable communities.

Coop Italy has built a nationwide system for food redistribution, with a dual focus: emergency support and long-term solidarity.

Through Dona la Spesa, Coop organises four annual collections, where customers purchase and donate food, school supplies, or pet products via dedicated store collection points. These are distributed to hundreds of local charities.

The initiative is reinforced by the permanent “Spesa sospesa” (suspended shopping) programme, active in over 200 stores, which allows year-round giving.

Beyond these donations, Coop Italy’s internal Buon Fine programme redistributes products that can no longer be sold but are perfectly safe to eat.

In 2024 alone, Coop donated 4,813 tonnes of food across 876 stores to 869 local organisations, with a total value of €31.66 million.

Coop Norway complements these efforts by donating nearly 900 tonnes of food annually to food banks and distribution centres, while also working closely with local communities to ensure that no edible food goes to waste.

Towards a Stronger European Co-op Narrative

As we celebrate 2025, the International Year of Cooperatives, Euro Coop has an important role to play in sharing, scaling, and amplifying these practices across Europe. Bringing success stories from local co-ops to EU-level forums can:

Support policy advocacy for binding food waste targets (e.g. 50% reduction by 2030)

Help secure funding for measurement, prevention, and redistribution projects

Encourage cross-border collaboration and knowledge exchange

Elevate the voice of consumer co-ops in sustainable food system discussions at the EU and UN levels

On this International Day of Awareness, we reaffirm our commitment: consumer co-operatives don’t just sell food — they care for it responsibly and embody the idea that sustainability is not a cost but a community-led investment in people, planet, and long-term viability.