Jumbo starts 'bread of bread' against food waste

At the start of the Dutch waste-free week (first week of September) Jumbo Supermarkets introduces the concept 'Bread of Bread'.  With this concept Jumbo uses returnable bread to bake new, daily fresh bread. Initially it concerns a Knip Wit and Knip Volkoren bread under the Jumbo house brand. With this pilot Jumbo wants to further reduce waste in its chain and is investigating expansion to other types of bread.

The production of new bread from bread is an ancient artisanal baking principle that Jumbo, together with its bread bakers, breathes new life into. Daily fresh pre-packed white and wholemeal bread coming back from the stores is crumbled, water and desemption culture are added, after which it develops into a dough in special kettles. This is used as an ingredient for the 'Bread of Bread' cut breads. "At Jumbo we are proud of the introduction of 'Bread of Bread'," says Olaf de Boer, Commercial Director. "Not only because it's a beautiful, artisanal product with a very rich taste, but above all because it is in line with our goal to further reduce food waste. In addition to our smart ordering process, which allows us to make forecasts based on cash register data about quantities to be sold, with 'Bread of Bread' we want to further tackle the waste of bread. If our customers embrace this, we will extend this baking principle to more types of bread".

Toine Timmermans of Stichting Samen tegen Voedselverspasting (Foundation Together Against Food Waste) is enthusiastic about the concept: "Bread is one of the most wasted products, both on the store floor and in consumers' homes. It's great that Jumbo puts the concept of 'Bread of Bread' on the market and in this way counteracts the waste of bread. I sincerely hope that this way of baking bread will become the standard in the future. In addition, it is of course important to prevent return bread as much as possible".

jumbo.com/bread of bread