Eating food near its expiration date (hereinafter referred to as NED Food) to reduce waste is trending worldwide. Many countries even have supermarkets dedicated specifically to selling NED foods such as WeFood in Denmark and Daily Table in the US. In line with these trends, the EU has even gone as far to propose changes to regulatory requirements regarding foods which are non-perishable or those with long shelf life to remove mandatory “best before” labeling requirements.
Paralleling China’s increased volume of food imports, similar stores selling NED Food have also emerged in cities like Beijing and Shanghai allowing supermarkets to offset losses and offer consumers better value on imported products. In addition to these offline stores, online e-commerce platforms such as “Haoshiqi”(好食期) and “Shuaishuaimai”(甩甩卖) specialized in selling NED Food have also been launched and are performing well. Just a cursory glance at Taobao using the search terms “food near expiration date” reveals, almost 2,900 related stores.