<aside> 📌 Fruitfully will save 18.72% of household food waste (445,536 tonnes) in the first year of implementation, equivalent to savings of CAD $1,941,264,000 as a direct result.

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Fruitfully will reduce avoidable household food waste of those using our app by 80%.  Here’s why.  Over five years, the Love Food Hate Waste food waste awareness campaign in the UK found that their "community approach [reduced household] food waste by 50%" (WRAP, 2014).  However, our solution is an app that consumers will visit and use much more often.  We then consulted TotalCtrl, a Norwegian startup that reduced food waste for its retail customers by 85% using expiry date inventory tracking (Southey, 2019).  Furthermore, industry experts have validated our 80% household food waste reduction target as both achievable and realistic.

By partnering with Loblaws, Metro, and Sobeys (accounting for 66.8% of grocery purchases as of 2020) and then tapping into the 35% of people who already order groceries online—we result in 2,411,658 households or 6,029,145 people using Fruitfully (Statista, 2020).  Finally, that percentage was multiplied by 80% to arrive at 18.72%.  If we are unable to partner with retail chains then we will adopt our own marketing strategy with influencers, other non-profits, and communities.