Show Notes

Download episode MP3

Food waste is a huge issue and the UK food industry wastes 1.9 million tonnes of food every year. It’s a similar story in consumers’ homes up and down the country.

Too Good To Go are fighting food waste with a mobile app and marketplace that connects food vendors with hungry consumers. The concept is simple but there’s so much to learn from how the TGTG team have approached the whole experience. Tune in to hear how co-founder Jamie Crummie and his team taught themselves code to cobble together the first version of their app and how they now across Europe and have saved millions of meals from going to waste.

If you’re keen to learn to some coding skills to help you in your business, stick around for this week’s resource of the week. You could even join Guy at one of his Coding for Beginners classes!

In this episode you’ll learn

  • The three components of food waste (social, environmental, financial)
  • The true cost of food waste in the UK
  • Negative to positive (surprise meal)
  • How to persuade users to take a chance on you – Trusted food vendors
  • How to get people to care about what you do
  • The importance of doing unscalable things in the early days in order to scale up
  • The power of the consumer to drive change throughout the supply chain

Notes and Links

Too Good To Go app

The Real Junk Food Project

Resource of the Week: Dash by General Assembly

Episode Transcript

Guy: [00:00:01] Food waste is a huge issue and Jamie Crummie and the team Too Good to Go are doing some great work to tackle it in creating a triple win for businesses, consumers, and the planet. That’s what we’re talking about today. You’re listening to good foodies and this is episode 34.

Guy: [00:00:28] Hello and welcome to the show. My name is Guy Routledge from Sapling Digital and Eco & Beyond. And we’ve got Kylie Ackers in the studio again today. Good morning. Good afternoon.

Kylie: [00:00:37] Good day.

Guy: [00:00:38] Good day. Oh, how have we not done?

Kylie: [00:00:41] It’s not good day, it’s g’day. It’s not good, it’s just g’day. Can’t believe I’ve known you all these years and I haven’t thought you how to say “good day” properly.

Guy: [00:00:50] Yeah this is terrible. I can’t believe we’ve not done this joke on the show before.

Kylie: [00:00:54] There you go.

Guy: [00:00:56] There we go.

Kylie: [00:00:56] Say it again today.

Guy: [00:00:58] G’day

Kylie: [00:00:59] No. Oh. Even with the Australian accent. Well done.

Guy: [00:01:03] Now I’m going to try hard not to use the accent for the rest of the intro so Kylie yeah we’re gonna be talking about food waste today. We’ve got Jamie from Too Good to Go coming up very shortly. You had something to say about this, didn’t you?

Kylie: [00:01:14] I did. I have something to say about most things to be fair.

Guy: [00:01:17] Well it’s good that you’re on a podcast, isn’t it. So tell me about your Too Good to Go story.

Kylie: [00:01:21] So. It’s not very often that I have a bit of a sweet tooth so I’m not a big cake and sweets and whatever but when I get a craving for something. I seriously really have to have it. And so recently I got this real craving.

Guy: [00:01:34] You think that you have it.

Kylie: [00:01:35] Yeah. It’s like my brain I can’t turn the brain off and I’ll go really trying to resist it for weeks and I had this craving for doughnuts. And I was like, you know what. Doughnuts are so full of fat, they’re so not good for you, they’re full of sugar

Guy: [00:01:48] They’re delicious.

Kylie: [00:01:48] I know they’re delicious. I know they’re delicious, right? And that’s the problem. And so, for weeks I kept on having other things thinking that the craving will go away and I’ll just have a piece of fruit or have this. And anyway so eventually I was like, you know what I should just.

Guy: [00:02:05] You caved in.

Kylie: [00:02:05] Yeah I did cave in but I caved in in a good way, in a guilt-free way. I was like if I’m going to go and get some doughnuts or some pastries. At least go and get ones that would have otherwise become a food waste. So why don’t I just check out To Good to Go and see if there’s somewhere close by, a bakery or whatever that normally sells doughnuts and maybe I’ll just hit potluck and I’ll rock up there and they’ll have some doughnuts. So. You know, I know it’s not good for me but at least it’s better for the planet than them going in the bin. So I ended up with an armful of wonderful pastries and muffins. It was wonderful. No doughnuts but you know I was pretty happy it actually did satisfy the craving. For a little while, anyway.

Guy: [00:02:45] So after all, that still no doughnut.

Kylie: [00:02:47] I know but did they were they were very good pastries and I felt so much better because you know they didn’t end up in the bin.

Guy: [00:02:53] I bet you still want a doughnut, though.

Kylie: [00:02:56] It took me but I think it took about another two weeks and then I said Yeah I want a doughnut you know two weeks is better than having an apple and still wanting the doughnut straight afterwards.

Guy: [00:03:04] That is true. Yeah. Although now I want a doughnut.

Kylie: [00:03:07] Yeah. They’re so good. Not the Krispy Kreme kind of guy because they’re way too fatty.

Guy: [00:03:12] Oh I found some amazing ones in Old Street recently. It’s a station up in Northeast London. And they were a vegan doughnut shop. I think it’s called Doughnut Time or something like that.

Kylie: [00:03:22] Yeah there, they were all around the place. Now there’s also one in Victoria Street near where I work.

Guy: [00:03:27] And they’re originally from Australia which kind of brings us full circle to the old good days every day. There we go. So we should probably stop talking about doughnuts otherwise.

Kylie: [00:03:36] Sorry if we’ve given you a doughnut craving but just you know look for something on Too Good to Go because they’re guilt-free.

Guy: [00:03:43] Yes and if you are not familiar with Too Good to Go. We’re about to change that for you because we’re going to dive into the interview with Jamie. He’s going to tell you all about the huge issue of food waste but also the amazing work that they’re doing to put an end to it. So let’s jump into that interview with Jamie and find out where it all started for him.

The Interview

Jamie: [00:04:04] Yes I come from a legal background really so you have spent far far too long studying. And then ended up doing a masters in Human Rights don’t. I guess the big thing for me was always a motivation to have social impact. That’s always been one of my, one of my big drivers. It’s sort of like working with various different NGOs. I sort of come across and you see the. The overlap between human rights and environmentalism. And that’s really where I where I started. Sort of getting involved so to speak with the field of food waste I think as well I lived up and leaves for a good few years and you know that there seems to be a hub of some really awesome food waste activity. There’s some concepts like the Real Junk Food Project started up there back in 2013. So it really was something which you know I got into touch with and worked with. So it seemed a really interesting area to sink your teeth into and I think. It really does sort of stand back to. Kind of like ignorance really that a lot of us tend to have with in terms of the impact of food waste. So it was really about self awareness and myself wanting to learn more about it and the more I sort of got involved, the more I really felt compelled to do something about it.

Guy: [00:05:29] Really interesting. And so you’re the co-founder of Too Good to Go. And we’ll talk a little bit more about what that is and what it does and how it works in just a second but. It’ll be interesting to find out. Did you go on the lookout for a business opportunity or is it something that you just stumbled across as a field and an interest and you thought, well there’s we need to do something about this.

Jamie: [00:05:50] Well I was actually my best friend Chris. So he is a sort of a man about the world really. He’s been living in Scandinavia and married a Scandinavian lady and he really. Sort of came across and wanting to do something within this area. Again he sort of lived in Leeds with me and really knew about the Real Junk Food Project and really got behind sort of food waste from that state and then from there, he really sort of see I guess he’s probably the business now. I had him I really wanted to do something by using technology to tackle the issue of food waste. So it wasn’t really about being a business opportunity. But it was more about trying to use technology as a solution or a social and environmental issue.

Guy: [00:06:37] And so is Chris your co-founder and are you working together on this?

Jamie: [00:06:40] Yeah. Chris is one of our. Well, one of our co-founders. And yeah he’s an avid food waste warrior I should probably the best way to describe him.

Guy: [00:06:50] It’s a great way to describe him. And so. You say you come from a law background and now you’re the co-founder of a tech company effectively that is helping to fight against food waste. So do you get your hands dirty with the technology at all or do you just do like the management of the business?

Jamie: [00:07:04] Yeah well that’s actually quite a funny story itself. So when we started off it was very much about teaching us how self-code and you know learning different scripts like HTML and Java and things. But we by no means am I computer literate. I think we go back to sort of the bare bones of what or what we do the beginning it was a web site and we used a very very simple platform. So simple actually it’s quite embarrassing that we didn’t have a fully functional back-end. So it meant that when people actually purchased something through the website we had to manually update the website itself ourselves. My sort of level of computer skills is or IT skills I should say is yet quite embarrassingly bad. But we quickly address that by involving people who actually knew what material when it came to when it came to developing and building apps to such a large scale.

Guy: [00:08:03] But I love that story because it proves that even if you’re not a technical co-founder or if you if you don’t have any technical skills you can still get started. There’s always a way if you’ve got a big enough drive or a big enough kind of purpose behind you then yeah you can you’ll find a way to cobble something together and to get started. That’s usually the smartest way to go is instead of investing in huge amounts of technology and very complicated things just you know the classic MVP the minimum viable product. Brilliant story

Jamie: [00:08:32] Exactly. So it was really sort of like a proof of concept just to sort of see if this idea if this concept really had legs. Of course, you know when you’re sort of doing something, you’re really bootstrapping. We were sort of having conversations back and forth like “do we really need an application?”. Do people really use apps these days. I would quickly sort of moved on from that. But yeah it really was about having this really sort of bare-bones where. Web site to really test the concept and really build it from there.

Guy: [00:09:03] And it clearly is a concept that has proven itself as will come to find out as we go through our discussion today. But I think it’d be good to spend a bit of time talking about the issue of food waste and the and the Too Good to Go mission so that we can kind of really get to get an understanding of what it is you guys do and why you do it more importantly so. Can you tell us a bit about that?

Jamie: [00:09:24] Yes. So really what we are about and well why we exist is to. You know really dream of a world where food produced equals food consumed. So we were really on this big journey about educating and raising awareness about food waste itself. I think one of the best analogies I can really think of is to compare our relationship with food and our awareness of food waste with that of energy. I think if you look at the way that anyone sort of leaves the house what’s the last thing they do when they’re when they leave the house in the morning or go to bed at night it’s turn the light switch off. So it doesn’t matter how wealthy you are. Nobody really likes to waste electricity. Don’t you know you don’t you don’t leave the lights on when you go out, things like that. But we have we don’t have that same relationship with food. You know we’re very wasteful with the way that we treat food at home. And we’re very wasteful in the way that we sort of sort of treat food in the way that we consume. So for us, it’s really about raising this awareness so people become more conscious and more educated about the impact that food waste has. So I think for myself anyway I really sort of view food waste in three sort of realms. It’s seeing it as a social issue. I think you know when you look at the amount of people in the U.K. for example that were on emergency food parcels from food banks last year was well over a million and this is something that that’s raising year on year we have more and more people who are in food poverty and more people that are hungry globally throughout the world. So we really see that food waste is sort of a social issue when you know we’re throwing all this food away. But there are people still going hungry. Just to give an idea for people who probably already know this fact. But it is just that a third of all food produced is already wasted. So it just seems absolutely ridiculous. That you know we have these people in these dire situations yet we’re throwing so so much food away and I guess the next one would be how food waste is an environmental issue. So. Yeah we know that if food waste was a country you know it would be the third largest greenhouse gas emitter after the US and China. So it really is a massive environmental issue and then not only that but it’s also a financial issue. You know we look at how much the UK spent on food waste last year and it was over 16 billion pounds. Now. 16 billion pounds to me just seems like an obscene amount of money. But to put that into context. And the U.K. police budget was 2.5 billion pounds. So we’re spending well over four times more on food waste and throwing food away than we are on our own sort of police force which is crazy when you think of the security state that we’re living in at the moment. So. For us it’s really about making more people aware of the concept of food waste and getting them on this journey.

Jamie: [00:12:21] We’ll talk about a bit about in a minute about how the app works. But I really sort of see it as it’s the, it’s the first step for people on their own food waste journey. You know once they save a meal through the Too Good to Go app, you know they start being more and more involved and more and more aware of the concept of food waste and on their own personal food waste journey. We hope that this sort of transcends into different walks of their life so whether it’s reducing the amount of food they waste at home or when they then go to a supermarket and see you know a Buy One Get One Free on carrots. You have this own sort of like. Question on to yourself which is really do I need two kilos of carrots for my weekly shop. Probably not. So you know I just buy the by the one kilo or half a kilo or I’ll get the loose veg or something like that. But really I guess the premise of this is about this mission of raising awareness about food waste so that we can stop being more wasteful but more aware and more conscious as to the impact that we are having as individuals and as a society.

Guy: [00:13:24] Just going back to that point that you made about the cost of food waste and I just wanted to clarify is that a cost for disposal of food that has been wasted or has gone past its best or something like that?

Jamie: [00:13:36] It’s a combination of all factors. So it comes it’s a figure that published by wrap. It’s not just the cost of disposal it’s also the resources that go into it as well.

Guy: [00:13:50] Right. Okay gotcha. And so yeah I mean this food waste is this is a huge problem as you said a third of all the food that’s produced goes to waste and that occurs at a number of different places along the supply chain. So there’s food waste at the very beginning at the at the farm gate, there’s food surplus things that kind of don’t meet that criteria. Fruit and Veg going into supermarkets. People waste food at home if they buy too much. Now with these buy one get one free offers and stuff like that. But then there’s also the food that is created as part of food service things like bakeries and places that sell food prepared food like that. And I believe that’s the main area that you work with in terms of rescuing these meals. Is that right?

Jamie: [00:14:30] Yes. So that’s really where we where we are focusing on it’s these very visible points of food disposal. So. Not so far down the supply chain in terms of like distribution or actually at the farm gate as you say. But really you know within the hospitality sector or FNB so it’s really providing a solution for businesses to try and be as sustainable as possible but also allowing consumers to engage on the topic of food waste by rescuing a meal from going to the bin. So it’s it’s you know it’s anything from market stalls to cafes, restaurants. Bakeries and as well as hotels and supermarkets alike. So really just trying to. To capture. This food waste or this food which actually I prefer not to use the word “food waste” because it sort of suggests that there’s something wrong with it but there’s surplus food. And ensure that you know it’s used for its original intention which is to be consumed.

Guy: [00:15:33] Yes absolutely. And so can you talk us through your solution then? So the Too Good to Go app. Can you give us a very brief rundown of what it is and how it works?

Jamie: [00:15:43] Sure. So it’s a customer-facing application that’s available on the App Store and Play Store. It runs through G.P.S. so quite simply a user will log onto the application which is free to download and free to use. And then they’ll see a list of participating partners. Now as I say these could be anything from a hotel to a market store and all the things that fall in between. And they find something that they sort of like the look of. And you purchase a surplus meal for a reduced price. Now, this reduced price is anything from 50 to you know 90 percent off or upwards of the original value. And the reason it is is because a user doesn’t really know what food they’re collecting and they don’t really have the company control the time in which they’re collecting it. So they purchase this surprise meal and then head to the partnering restaurant or cafe. And then collect their surplus meal during a collection window which is usually the end of breakfast, lunch or dinner service. I think one of the refund things is. Is that you know people don’t really know what it is you’re going to collect. You know the very nature of food waste means that you know. One afternoon it may be that the you know the chicken Caesar salads aren’t very popular because you know heavens of open. Fire like they have today and people are wanting the soup. Ham or you know it could be like it was a few weeks ago where we had this glorious sunshine. And no one was really going for. You know paninis and things like that. So. Those types of foods were going to waste quite often. So that other sort of say you arrive at the partnering store, collect your surplus meal which you don’t really know what it’s going to be. And then take it to go. So it’s a really simple and fun way of engaging people on the topic of food waste allowing them to rescue food from places where they may never be eaten before.

Guy: [00:17:36] And I guess it’s a great way to introduce yourself to things in the local area like I was flicking through the app this morning and there was there was bakeries and there was like a Jamaican chicken place and there was a fish and chip shop as well. And these were places that are in my local area but I’d never even heard of them because I’ve never walked past them or I’ve never been in search of jerk chicken or fish and chips. So. It’s also a nice way to discover things as well.

Jamie: [00:18:02] Definitely I think that there’s one of the really fun things is this surprise factor is it’s it’s almost like a magic moment where you don’t know what food you’re going to collect. So it’s you know you could be collecting jerk chicken one day or it could be a load of sourdough loaves and almond croissant the next. It’s really quite exciting that you don’t you know you don’t quite know which one you’re going to get. And. You know I won’t quote you know or Forrest Gump you kind of see where I’m going though.

Guy: [00:18:30] Absolutely. I tell you I’m getting hungry just listening to this conversation about all these all these things you can go and get a great discounted price. And the thing that I love about it is that you’ve taken what would ordinarily be a really tough sell which is, hey you’re going to give us some money and you have no idea what you’re going to get. And you’ve turned it into this wonderful moment of surprise and delight. I think that’s really clever. I don’t know if that was an intentional thing or not but or if it was flagged as being an issue beforehand but it’s a really nice way of positioning it.

Jamie: [00:18:59] Well I think it was always comes back to my inability to make a choice at a restaurant or trying to watch a film at home. I don’t know if you guys ever spend hours and hours flicking through YouTube trailers trying to decide what film you’re gonna watch on a Friday night. It was kind of like. If we take that premise and put it on food you know it’s quite nice for that choice to be taken away from you.

Guy: [00:19:24] Yeah absolutely. And I guess the other great aspect to this is yes there’s the discoverability, there’s the surprise element but it’s also it’s just a great deal. So you can go and try something for a relatively low price. I think you said up to 90 percent discount which is incredible. And so not only are you getting a great deal you’re perhaps trying something new. You’ve also got that kind of warm fuzzy feeling inside knowing that it’s helping out the business because they’re selling something that they wouldn’t otherwise have sold. And you’re doing good by the planet as well.

Jamie: [00:19:53] Yeah. So I think for us the reason why we have the pricing guidelines as they are is because we want to operate as a safety net. If it made financial sense for businesses to sell their food or what probably financial sense to put it could be the wrong the wrong way to phrase it but if it was profitable for a business to sell their surplus food through our platform then that really incentivises further production of food and then we’re back to square one where we’re creating more food. And more food is going to waste so it’s really here to recover sunk costs and operate as a safety net for businesses to ensure that they can be as sustainable as possible.

Guy: [00:20:35] And in terms of the way that it works from your side as a business, I assume that you’re a full profit business and you make a cut on the transaction or something that, is that how it works?

Jamie: [00:20:44] Yes. The way that we sort of generate revenue and you know keep ourselves running. Is through our business models so we take a fee on from each meal that is saved. And that then goes back into sort of the redevelopment of the art covers things like the transactional costs or car payments that run through the platform as well as covering things like human resources and things like that. But yes, essentially what is it it is a self-sustaining model. Which just allows us to focus on what we really do best which is rescue meals from going to waste.

Guy: [00:21:19] And it seems to be working particularly well because I came across some stats about how many people you’ve worked with, how many partners, how many users you have registered on the system, and how many meals you’ve rescued. So you’ve partnered with over 15000 stores. You’ve got five million registered users and have saved over six million meals rescued. Those are some really impressive stats in what is just over two years, right?

Jamie: [00:21:47] Yeah. We’ll be coming up to sort of three years at the end of this year. So it’s been. a really sort of short time but it feels like a lifetime at the same time.

Guy: [00:21:57] I could imagine.

Jamie: [00:21:58] But no I think yeah, for us that’s something that we’re really really really proud of not just that we’ve rescued six million meals but we’ve engaged with five million people who potentially previously haven’t thought about food waste. So I think one of the things we’re very conscious of is the premise of Too Good to Go was not essentially really preaching to the converted. But really engaging people who previously hadn’t been particularly aware of the issue of food waste. And engaging them on something which is very very simple to use and very user-friendly. So I think that for us is one of our massive take homes is that we’re actually engaging with people who potentially previously haven’t been very aware of the gravity of the issue of food waste.

Guy: [00:22:43] And so what do you think it is that brings them in. Is it just because it’s a good deal or is there something else at play?

Jamie: [00:22:48] Well I think it’s a combination of things that we that we sort of touched on already. I think the fact that it’s very easy to use you know it’s just downloading an application and adding your card details and then you can get rescuing meals. I think the fact that you know people tend to already have this trust relationship with food vendors. So if they see the like so of Costa Coffee on the platform or you know the likes of you know Paul Pâtisserie or you know sushi these tend to be brands which people already know and so they have that trust relationship that they know the food isn’t going to be bad. It’s not actually rubbish but it’s actually you know it’s surplus food, it’s perfectly good food that just was going to waste. So there’s already that trust relationship. And then I think things like the you know the price point will always be a slight trigger and I think you know that that might be the reason why somebody tries a cafe or a restaurant which they haven’t been to before. But the reason why they keep going back and using the platform is because the fun of the surprise. And the feel good feeling of actually doing something good for the planet. You know I’ve had people come up to me which cross the summer which was like it has been great. I’ve been able to pick up chocolate muffins and all these sorts of delicious pastries. Guilt-free because you know even though it’s probably against my diet I’m doing something better for the planet. So it was a selfless act, right? So you know I think a combination of these things make it a really easy, fun but also rewarding experience for all the parties involved.

Guy: [00:24:18] Yeah. And I think that’s increasingly what people are looking for from their food. And even though we’re talking about a piece of technology an app in your pocket there is that whole experience around it which I think is which is brilliant and something which was a really nice surprise when I first downloaded the app. I’ve come across a lot of these kind of location aware type tools before and you’re always at the mercy of well is there anyone in my area who’s also using this app you know. Are there any stores, are there any providers, are there any people that might want to connect with. And I was really pleasantly surprised to find that there was a huge list of people within walking distance or within a couple of kilometres which was a real surprise because I knew you’d only been going for a couple of years and I was not expecting to see so many people listed on the app as partners. So how did you secure all these people? Do you have a huge team that’s just going out and trying to bring people on board?

Jamie: [00:25:10] So to rewind a couple years. It really was just hammering the streets. Boots on the ground, knocking on doors and having conversations with people. You know I always sort of go back to the really early days when we had a website and not a functioning app and you know trying to convince people that this was actually something that people cared about and people wanted to collect. Surplus food and all these things so. It really was about just you know getting out there, getting our name out there, and having conversations with people who ran businesses, who ran food businesses. And you know we quickly found that lots of people know that business models actually factor in a food waste because one of the sort of powering things is that you know people don’t want to buy from empty shelves. You know. Even if you are craving that you know that BLT sandwich and you go to Pratt or Marks and Spencers or wherever it is and there’s just one BLT sandwich left. Some bizarre reason we’re compelled to think that there’s something inaudibly wrong with that sandwich. So. Businesses tend to have a lot of food on abundance on display because it works as window shopping but people want choice and we quickly found that this was a solution that people were really keen to adapt and keen to get involved in. But it really has been just about hitting the ground and knocking on doors. We’ve sort of been blessed by a lot of national and international PR coverage which has really helped us get our name out there and we’ve had a lot of people get in touch with us on the back of that wanting to join the platform.

Guy: [00:26:44] Well that’s brilliant. And it’s great to see how you know some of that hard work in the early stages literally like knocking on doors and I mean there’s one to one conversations, can now result in a one to many type approach where you can reach more people through PR and I’m sure other kinds of marketing activities as well.

Jamie: [00:27:02] I think as well just a touch on that we really do see the rise in things like ethical spending. I think if you just sort of go back to the early Noughties when Fair Trade tea bags of Fair Trade bananas were brought in you know they were there as an additional choice. I think now you’d struggle to try and buy bananas or tea which wasn’t fair trade. So we really do see this rise in ethical spending and I think businesses are aware of this and they’re wanting to be as sustainable as possible and they’re wanting to be as transparent. So having a platform like To Good to Go which allows them to tell their customers you know we are on top of our food waste problem by using platforms such as Too Good to Go really appeals to lots of business owners within the food space.

Guy: [00:27:44] That’s brilliant and a really interesting kind of added bonus to the whole mix which is fantastic. And this is just going from strength to strength you are not just in the UK and you’re not just in one city in the UK. I believe you started in Leeds and have now come down to London. But as I was browsing around the app and I kept zooming out and I saw all these little hotspots on the map in terms of places that you can go and pick up food. And I kept zooming out and I got to see all of Europe and you’re in so many different countries now.

Jamie: [00:28:12] Yes. So we’re in nine countries in Europe now we’re in the UK, we’re in France, we’re in Germany. We’re in Belgium, the Netherlands. Switzerland, Denmark. And Norway and we’re just about to get going in Spain as well which is really really exciting.

Guy: [00:28:31] Cool, fantastic stuff. And I guess future plans is to take over the whole world.

Jamie: [00:28:36] Well I think everyone always asks me what our what our end goal is and what’s our plan. I think it really is just tp, and people laugh at me when I say this, is the go out of business.

Guy: [00:28:47] I’ve heard a very similar thing from a few other brands who work in food waste and I think it’s a really nice sentiment. It’s like our goal is to put ourselves out of business.

Jamie: [00:28:57] You know we just you know we shouldn’t sort of be here where food waste is an issue and I think you know that there has to be a big motivator. You know whether that’s something we can achieve in the next few years. Is probably quite unlikely but you know that’s really what we’ve got to aim for. So I think for us it’s it’s really making our food waste mission like truly global. And we really want to be as anonymous as possible with everything to do with food waste. So you know it’s not just being in Europe but it’s being you know all around the world, making sure that people are as engaged and as aware that you know, food waste is a truly global problem and we need to start doing things about it.

Guy: [00:29:36] I’ve read somewhere recently someone was saying that food waste is the biggest issue that we could see solved in our lifetime which is really exciting.

Jamie: [00:29:44] Definitely. And I think it is something which is totally achievable. But is very much driven by consumer-led a change. So our supermarkets are really only going to start being more responsible if there is a demand from the consumers for them to be more transparent. So it’s I really see it as an awareness challenge that people have to be aware that this is something that we can actually change ourselves and really see this transcend throughout the supply chain.

Guy: [00:30:12] But I think you’re right, that movement is definitely there and we see it along with the work that we do both on Eco & Beyond and with the partners and clients at Sapling. And it’s great that there is that kind of momentum building and that is the way to make that large scale changes through lots of small actions bit by bit. But it seems like everything is going in the right direction with Too Good to Go which is fantastic to see. It feels like within a very short space of time, it’s really kind of grown into a mature business and something that happened recently for you guys was it was a big rebrand. And apparently, there’s quite an interesting story behind it. So if you can give us a condensed version of that and maybe we can talk through some of the details of what has changed and what that means for you now.

Jamie: [00:30:52] You know the rebrand of Too Good to Go, particular of our logo. It was more about wanting something that really reflected what we were about more. And you know we’ve sort of talked a lot about the mission and I think you know we really are we really are very mission-driven organization and you know if you look at our old logo. It was really broken down into sort of three areas. So we were brainstorming and sort of thinking you know. What is it that makes these three elements. And it was really like, it’s the environment. It’s you know helping the planet, then there there’s a lot of love that goes into this. And you know we’re really passionate about what it is. And then it’s sort of like these three. It’s the three it it’s the three elements combined which then reflects you know the three sort of cones which you see to make the logo. That’s really sort of the story about it. It’s encapsulating the three aspects which which really do sort of make Too Good to Go what it is.

Guy: [00:31:45] Yeah. So for anyone who’s not seen the logo just to kind of visualize it it’s almost like three ovals that overlap. And they’re kind of slightly different colours. So you end up with this kind of something that looks almost like a leaf almost like a heart. And it’s know it’s got this really kind of nice peaceful calm look and style to it.

Jamie: [00:32:03] Yeah almost like a maple leaf is what is what I try and describe it but we’ve got nothing to do with Canada.

Guy: [00:32:11] Well maybe one day you will when you expand out there. But I guess it’s also a really nice kind of coming together of that kind of triple win which you have which is it’s helping solve a problem for businesses. It’s helping solve a problem for people and it’s helping solve a problem for the planet. So it really does. It’s funny how things always work in threes, isn’t it?

Jamie: [00:32:30] It is yeah. So yeah I guess it goes back as well to what I was mentioning earlier with the food waste being a financial, social, and environmental issue as well as we really do sort of find out things we’re doing. Really do work in threes.

Guy: [00:32:45] Great stuff. So Jamie I think we’re getting towards the end of our chat today, is there is there anything else that we’ve missed, anything else that we should be aware about in terms of what you guys are doing or what you’re doing in the future?

Jamie: [00:32:56] I think just really to keep watching this space. You know we’re really eager to just keep growing and keep rescuing as many meals as possible where. We’re really having some really exciting conversations with different brands. And anything from independence to sort of quite larger national and international chains but I think that there is part of the excitement is, it really is something that everyone is wanting to be involved in which for us is fantastic because it just means that more and more people are wanting to be involved in this movement of food waste. I think. Just. Yeah. Keep watching this space. Get involved and if you haven’t already sign up and save and save up save a meal. Or sign up yourself if you’re a food business that is listening and wants to know a bit more about how we can help you be even more sustainable.

Guy: [00:33:44] So Jamie one final question that we like to ask everybody here is if you can distil some of your learnings and experiences and the lessons that you’ve learnt from over the last couple of years and leave us with one piece of advice for our listeners, what would that be?

Jamie: [00:33:59] So for me my biggest piece of advice would be to not do it alone. I think the ability to share this with somebody else not only share the highs and share the lows. But really share the enjoyment is great to have somebody to experience everything with but keep each other motivated and make sure that your mission and your dream can really truly become a reality.

Guy: [00:34:22] That was Jamie Crummie, the co-founder of Too Good to Go. And you can find out more about them at toogoodtogo.co.uk and you can download their apps on both the app store and play store. Our resource of the week is still to come. But up next, our lessons learned.

Lessons Learned

Kylie: [00:34:43] So from law to building a tech platform that solves food waste. It’s a really interesting interesting story.

Guy: [00:34:52] Yeah I love the fact that we get to talk to so many so many interesting people whether they’re an entrepreneur or whether they’re a customer. You know there’s so many wonderful things out there and I love the fact that Jamie started by teaching himself all of this stuff just so they could get going. I mean it’s. The barrier to entry is so low these days. But if you’ve got a big enough drive or something is something that you’re passionate about, almost anything is possible now.

Kylie: [00:35:16] Yeah and I think code especially I mean I taught myself code. Well you kind of helped me teach me code. You taught yourself code as well. So it’s yeah. Yeah it really is one of those things that if you have the perseverance and the determination to get onto YouTube and I mean there’s so much free stuff out there you really can teach yourself anything like we’ve taught us off to renovate houses as well. It’s something that we see quite a lot of all these entrepreneurs who come from a completely separate career. They have something that they’re really super passionate about and they’re like, you know what just because I can’t do coding or you know making gin or making jams or I don’t know anything about packaging, that’s not going to stop them. They just go and learn it and find resources or people along the way that help them and they just get started.

Guy: [00:36:01] Yeah. And we’ve got a resource coming up which will help you get started with some of that stuff. If that’s something that’s been holding you back and I think that is the thing that we often hear I mean we now do this for a living. We teach people how to do it themselves. And yeah it’s like getting started. Which is which is always the biggest challenge. And if you can just get someone to help point you in the right direction and show you the pieces so that you can put them together yourself thing that’s hugely hugely beneficial.

Kylie: [00:36:27] And one of the things I like that Jamie says and I’ve I’ve heard it many times is you know he’s he looks back now. It’s kind of embarrassing how they started and I think there is again out in the entrepreneur world there’s this thing if you if you look back and you’re not embarrassed then you started too late or you perfected something too much.

Guy: [00:36:44] Yeah.

Kylie: [00:36:44] You kind of want to get it just working and then get it out there and get some feedback.

Guy: [00:36:49] Yeah.

Kylie: [00:36:50] Because if you make it perfect and it’s all wrong you’ve just wasted so much time.

Guy: [00:36:54] Yeah absolutely. I mean when we launched the first version of Eco & Beyond.

Kylie: [00:36:57] Oh my God.

Guy: [00:36:57] It was something we put it together in like five days and you know we designed the website, build the website, and started writing the content just because we knew that was the only way to start. If we waited around till it was perfect and we knew exactly what it was going to be and who it was gonna be for, we would still be talking about that now.

Kylie: [00:37:16] Yeah. And that’s we learned the lessons as well. Like I’m not a writer. And thank God we now have a team of writers. But back then now saying oh my God if I have to keep doing this in a week on week month on month month year on year I’m going to kill myself. So what inspires you to to do better and grow faster so that you can find people who have those skills to replace you doing them. And that’s kind of what Jamie was saying you know they built their platform to the point where they could get it going. And then they’re like right now we’ve got to get a proper team in here know what they’re doing to take over. And that’s exactly the right kind of attitude.

Guy: [00:37:48] You don’t have to teach yourself to become an expert in it. So you then go and get a job in that thing. Yeah. You just need enough information so you can get going and then handed over to somebody else. And that’s exactly the kind of approach that we teach as well.

Kylie: [00:38:00] And just to pivot away from that because there’s another thing that Jamie said which I’m it was really really nice to hear which is. You know there’s this massive food waste problem when we’ve talked about it a lot in Eco & Beyond about how that food waste problem is also solving the food poverty problem and in some ways there’s a lot of businesses making some money off the back of it. But they’ve been really careful to make sure that their price point is such that they’re not incentivizing their cafes and restaurants to have more you know waste left over at the end of the day. And I think that was really important from their business model is to make sure that they are actually solving the problem not encouraging the problem.

Guy: [00:38:37] Yeah I think the sentiment I think was definitely that they’re just trying to make it like a almost like a nil sum game.

Kylie: [00:38:44] Exactly.

Guy: [00:38:44] So it’s not having to pay to get rid of the waste and they’re not throwing stuff away that is perfectly good. They’re able to almost break even on that.

Kylie: [00:38:52] Yeah and then that’s how it should be right. It should be this. I mean I know it costs supermarkets and restaurants money to have their waste removed. So as long as the money that they’re receiving from a Too Good to Go transaction is slightly more than that, then they’re going to want to sell the produce rather than just have it removed.

Guy: [00:39:11] Yeah absolutely. Great stuff. Right. I think that was pretty much everything we wanted to cover should we move on to our resource of the week.

Resource of the Week

Guy: [00:39:22] Okay our resource of the week this week is perfect for you if you also want to learn how to code like Jamie did so that they could get their platform off the ground or actually if you want to learn all sorts of different things. So our resource of the week is a tool called Dash from an organization called General Assembly and General Assembly is a place where I’ve been working for the last I think almost five or six years.

Kylie: [00:39:45] Yeah, it’s been a while.

Guy: [00:39:46] So they teach all sorts of classes and workshops and courses across a range of topics including code, marketing, data science, social media, product development, loads and loads of different things. And but Dash is an online tool that teaches you some of the basics of building a website. So it’s really really great if you just want to kind of get a feel for how some of this stuff is put together. Maybe you’ve got your own web site and you want to make some small changes to it. Maybe you just want to understand how it all works and it kind of steps you through some of the basics of how it all works.

Kylie: [00:40:23] So obviously I know about G.A. because you work there but is Dash free or, how does it work?

Guy: [00:40:29] So it’s a free online tool you can to dash.generalassemb.ly or dash.ga.co if you want a slightly easier link to keep in your mind. And yeah it’s it’s like a guided learning type experience whether it’s all project based so you can you actually build something along step by step which is which is a really great way to learn.

Kylie: [00:40:51] So that sounds really similar to the course that you teach, right. But obviously this is a lighter version.

Guy: [00:40:55] Yes. So it’s it’s a great way to kind of test the waters to see how you want to go. But, the course that I teach we do a like a 10 week coding course but we also teach a bunch of workshops. And I’ve got a couple coming up which may be more relevant to our listeners if they want to work on their sales and marketing and stuff like that. So we’ve got one coming up which is about copywriting for the web.

Kylie: [00:41:17] Seriously, you’re teaching copywriting at GA?

Guy: [00:41:20] Yeah.

Kylie: [00:41:20] I didn’t know that.

Guy: [00:41:21] You didn’t know that?

Kylie: [00:41:22] No. You didn’t tell me nothing.

Guy: [00:41:23] I should really share my calendar with you.

Kylie: [00:41:26] You really should.

Guy: [00:41:27] So yeah we’re doing a copywriting for the web class. I also do a content marketing class there as well although I haven’t got any dates coming up for that one at the moment. And then there is another one which is about creating data-driven audience personas as well. And then there’s there’s always lots of kind of free intro to coding type lessons as well so. So yeah lots of stuff to get your teeth into. A great opportunity to learn and in and in this case an opportunity to come and work directly I would like one on one with people in person whereas most of the stuff that we teach through the through Sapling is all online learning. So when I say yeah some great resources over there at G.A. we also do lots of free events as well. So if you happen to be in London or in something like 22 other cities around the world, lots of great stuff to get your teeth into there.

Kylie: [00:42:17] And if you if you have that kind of thing in your head where you think you’re not that technical and that you could never learn to code, I would say just get rid of that thought through your head because anyone really can learn to code. I mean I taught myself in a couple of weeks at home. To be fair I had a very good teacher. But I think it’s really accessible these days and there’s so many resources out there that you really shouldn’t be kind of frightened of giving it a go.

Guy: [00:42:41] And I think it’s important to stress that this is not about teaching yourself to become an expert in coding or in marketing or in product development or whatever it might be but it’s but it’s to give yourself enough knowledge to get started or so that you can communicate with the people that you’re working with.

Kylie: [00:42:58] Yeah I think that communication thing is really important. So if you’re trying to hire someone for example you need to be able to speak their language and you also need to be able to kind of test them like how do you hire someone to do your social media if you can’t ask them questions and understand their answers.

Guy: [00:43:13] Yeah absolutely. Cool. Great stuff. So that wraps it up for yet another episode. Thank you so much for joining us again. We really appreciate it as always. If you were enjoying the show we’d love it if you would share it and spread the word not just about what we’re doing but about all the fantastic work that our guests are doing. So if you were behind the cause of food waste then do share this get the word out about Too Good to Go. If you really want to help us spread the word the best thing to do is to leave us a review on iTunes. Just head to http://goodfoodies.co.uk/ITunes click the stars and leave us a nice comment. We’d really appreciate that too. So that’s everything from us this week. We’ll see you next time. Have a fantastic weekend. Cheers.

Kylie: [00:43:53] See you later.