September 3, 2025

Where food waste starts — and how we can stop it

Let’s talk about food waste – where does it start and how can we stop it?

“We are proud to be part of the EU BREADCRUMB project, which aims to rethink how we deal with surplus and wasted food.”

— Vila Natura

As a grain processing company, Vila Natura see every day how marketing standards shape what food makes it onto store shelves – and what doesn’t.

Sometimes it’s not about quality – it’s about shape, size or colour. A perfectly good product can be excluded from the market simply because it “doesn’t look right”.

This is where food waste often starts – not in the kitchen, but in the system. And we want to change that.

Working with other forward-thinking partners, Vila Natura is exploring ways to reintroduce “imperfect” grains and by-products into the food system – creatively, responsibly and sustainably.

— Vila Natura, June 2025