Electrolux supports initiative that transforms rescued food into fine dining

Electrolux is supporting the initiative ReTaste, a pop-up fine dining restaurant in Stockholm, Sweden, that serves rescued food. Inaugurated on May 7th, it wants to raise awareness about the global issue of food waste.

All over the world, one-third of the food produced ends up in the bin. Together with two large Sweden-based supermarket chains, Coop and Willy’s, Electrolux is supporting the ReTaste initiative founded by Paul Svensson, a prestigious Swedish chef. Food that would have otherwise ended up in the bin is transformed into superb meals and drinks at the pop-up restaurant using Electrolux Professional products.

The initiative was launched last Monday with a panel discussion – including Jonas Samuelson, Electrolux CEO; Per Bolund, Swedish Minister for Consumer Affairs, and representatives from Coop and Willy’s – on how organizations and people can help reduce food waste.

“We have two roles in reducing food waste. One is through our products, and designing fridges that makes the contents last longer. We also have hundreds of million products out there, and we interact with consumers on a daily basis. We can leverage that educate them on how to act in more sustainable ways,” says Jonas Samuelson, Electrolux President and CEO.

“We have initiated ReTaste because we want to move from talk to action when it comes to creating a more sustainable consumption. We wanted to show a concrete example of how rescued food can actually create business opportunities when different stakeholders work together”, says Paul Svensson, professional chef and founder of ReTaste.

H.R.H. Crown Princess Victoria of Sweden dined at the restaurant on the opening night to help raise awareness about the issue of food waste.