By Andrea Begnini
In Italy, food waste continues to be a critical challenge. According to the Waste Watcher International 2024 Observatory, each Italian citizen throws away an average of 683.3 grams of food per week, or 36 kilograms per year, an increase of 45.6 percent from 2023. At the national level, this implies domestic waste estimated at 3.6 billion euros. The European scenario is no more reassuring: according to the European Commission, 59 million tons of food were wasted in 2020, 53 percent of which came from households themselves. In response to these alarming figures, a growing number of digital tools – apps, platforms, civic initiatives – aim to help consumers change their habits. In this context, technology becomes an ally of sustainability.
Too Good To Go: saving unsold food (and rediscovering it)
Too Good To Go is now a global benchmark in the fight against food waste, founded in 2016 in Copenhagen. In 9 years, the company has grown to over 100 million registered users and 175,000 active business partners in 19 countries across Europe and North America. Too Good To Go has helped prevent the waste of over 400 million meals, amounting to 1.1M tons of CO2e avoided. In Italy, since its arrival in 2019, it has involved more than 20,000 commercial establishments, enabling millions of meals to be saved. How it works is as simple as it is effective: the app allows consumers to buy at a reduced price “Magic Boxes” containing unsold fresh food that would otherwise be thrown away at the end of the day. Bakeries, restaurants, supermarkets, bakeries and bars are actively participating in this anti-waste network. In Milan, for example, some large retail chains have included the app in their CSR strategy, reducing more than 15 tons of waste in a single year. Too Good To Go not only prevents food from ending up in the trash, but also builds a different relationship between consumer and product: more attentive, more ethical, more conscious.
Empty the fridge: the AI that suggests anti-waste recipes
Born in 2022 from an idea of two young Sorrento students, Empty the fridge is one of the most promising Italian apps to support circular cooking. Unlike other tools, it does not just report expiring food, but uses artificial intelligence to generate customized recipes based on the ingredients available at home. Operation involves manual or voice input of products in the refrigerator or pantry, and the app suggests consistent dishes, thus avoiding unnecessary purchases and waste. A user can, for example, enter “zucchini, ricotta, and lemon” and get three variations of pasta dishes, with directions for alternative portions and cooking as well. Empty the fridge also includes filters for intolerances, vegetarian or low-calorie diets, making it a versatile kitchen companion. The development team also plans to integrate a smart notification system to signal the impending expiration of products. A simple idea, but one with real impact, especially for the younger generation and singles, two categories that waste food most frequently, according to ISTAT.
Zero waste: a community that takes action
Waste Zero began as an awareness-raising campaign promoted by Last Minute Market, founded by Professor Andrea Segrè. Today it is an articulated platform that promotes concrete actions through information, training and activation of territorial networks. The connected app offers tools to measure the water and environmental footprint of one’s lifestyle and provides personalized advice on how to reduce daily waste. It is not just a technological tool, but a true cultural ecosystem: since 2013 it has organized the Living Zero Waste Award, which has involved hundreds of public administrations, businesses, schools and citizens. Through the site, users can access a vast digital library with scientific content, educational videos and educational proposals. The goal of Zero Waste is not only to change behavior, but to transform mindsets, promoting a new grammar of responsible consumption. In line with European directives on the circular economy, the platform promotes the “waste as resource” approach, meaning considering waste no longer as waste, but as a new opportunity.
Sprecometer: the diary that measures (and reduces) waste
Sprecometro is a tool that originated in academia, but is designed for everyday household use. Developed by the Waste Watcher Observatory with the University of Bologna and Last Minute Market., takes the form of a real “waste diary.” Users can record daily or weekly the amount and type of food thrown away, breaking it down by category (fruit, bread, dairy, etc.). The app automatically calculates the economic value and environmental impact associated with that waste, displaying the data via simple and immediate graphs. The system then suggests improvement actions based on the recorded habits. A concrete example: a household that notices it often throws out packaged salad will receive advice on optimal quantities, bulk alternatives, or more effective storage strategies. Sprecometro also allows “anonymous” comparison among users to stimulate collective improvement. This type of approach fits perfectly within the framework of European Farm to Fork policies, which promote citizen empowerment in the transition to more equitable and sustainable food systems.
