Moroccan retail group LabelVie Group has launched a new initiative to reduce food waste by donating unsold products from its stores to charities.
The programme is run with the help of digital platform ‘Colibghiti‘, which collects surplus food from the retailer’s shops every day and delivers it to charitable groups.
Food items that are close to their expiry date or no longer suitable for store display, but are still safe to eat, are gathered daily and redistributed quickly. Instead of being thrown away, the products are sent to charities where they can reach hundreds of people in need.
The platform helps organise the collection and delivery process, linking shops with charities and making it easier to move food where it is needed.
LabelVie says the initiative is part of its social responsibility efforts and its push to tackle food waste in Morocco. The goal is to make better use of unsold products and turn them into real support for vulnerable people and social institutions such as orphanages and care centres.
The partnership also helps build stronger links between businesses and charities by making better use of surplus food while reducing the environmental impact of food being thrown away.
The initiative carries extra importance during Ramadan, when food consumption and waste often increase. Redistributing surplus food during the fasting month helps charities meet rising demand for meals and encourages more responsible consumption.
