The Pizza model
Saving leftovers is a more pressing issue now than ever before. The fact that every fifth Swedish grocery shopping bag is thrown away has become a hot topic – one that engages and upsets. According to Naturvårdsverket (Swedish Enviromental Protection Agency) Swedes throw out 670 000 tonnes of food each year. Food economizing is intimately connected with man’s environemtal impact, sustainability, and division of the groceries produced, and by extension, consumed. That this fact is also forcing the prices of groceries to rise has placed further emphasis on the issue.
Lantmännen work to take responsibility from soil to table, and food economizing is a given part of this process. Just as before, Lantmännen wants to contribute with constructive tips and recipes to help Swedish consumers easily make use of their leftovers through, amongst other things, the cookbook “Var rädd om maten” (“Take Care of the Food”) and the challenge to have leftover-dating online.
With the concept of The Pizza Model and the slogan “Don’t throw food away, throw it on a pizza instead” we illustrate how everyone can easily make use of their leftovers in everyday life and at the same time cook something really tasty out of things we might have otherwise thrown away. To bake your won pizza is thus an active act that contributes to a decrease in food waste. And the best thing of all is that The Pizza Model not only does good, it also tastes good.