Food4All (F4A), a Luxembourg startup that fights against food waste in Europe, has announced the launch of its mobile application in Estonia through eight points of sale in the city of Tartu.
This is a partnership with RIMI, the leading retailer in the Baltic region with over 300 stores in Estonia, Latvia and Lithuania. RIMI's interest in F4A dates back to 2021, during the FutureHub acceleration programme when the retail operator selected the Luxembourg startup from more than 200 companies.
Estonia is now the second country (after Luxembourg) in which the application is present. This collaboration marks a new step in the fight against food waste in Europe.
"Little known on our side, RIMI is nevertheless a trusted brand where quality, safety, freshness and affordable prices come together", explained Ilana Devillers, founder and CEO of F4A. "All RIMI labelled products are subjected to in-depth tests and comply with a demanding quality, environment, health and social responsibility charter. It is to make consumers' daily lives easier that this brand exists, and given our fight against food waste, it was obvious that F4A would join them for a better tomorrow".
Vaido Padumae, CEO of the Baltic Group, added: "Food waste is a very important issue for Rimi, which is why we have been contributing to it for many years. [...] We are aware that the fight against food waste must come from every action of the retailer and must be considered at every stage of our operations. This is why the cooperation with F4A is an excellent complement to our existing actions. Without forgetting that this is a unique initiative in the local market and that we are confident that it will be successful".
This new launch is an opportunity for the application to make updates and to offer Estonian and other European customers the opportunity to test new features, such as finding nearby partner stores (through geolocation), creating a list of favourite partner stores and calculating "saved" CO2 emissions.
