Company Shop Group’s recent campaign, “Wanted, Not Wasted,” exemplifies a growing movement towards rethinking surplus goods in retail. Designed to engage major retailers, the campaign aims to demonstrate that surplus products can be redirected effectively rather than discarded, reinforcing that these items—often flawed by minor discrepancies—remain safe and valuable.
The campaign’s creative approach utilises playful imagery and clever copy to capture attention, featuring quirky products like potato smileys and Jammie Dodgers. This strategy not only showcases the potential of what is typically deemed waste but also seeks to educate partners on the financial, community, and environmental benefits of surplus redistribution. By diverting surplus items to Company Shops, retailers can support local economies while contributing to sustainability efforts.
In a major highlight of its operations, Company Shop Group reported a staggering 109 million surplus items saved from waste in 2023, equating to about 41,445 tonnes of food. Such achievements have significant implications; for context, this figure suggests the environmental equivalent of removing approximately 28,000 cars from UK roads. Over a decade, the company has facilitated £200 million returned to the industry in surplus stock purchases, underscoring its pivotal role in enhancing sustainable practices across retail.
Further testimony to the campaign's relevance was echoed in December 2023, when CSG reminded stakeholders that surplus issues are not confined to the festive season. They reported redistributing over half a million turkeys and a multitude of other items in just three years, projecting that they would manage more than 12,000 tonnes of surplus throughout winter 2023. With each redistribution, at least £11.5 million is expected to be returned to the industry, proving the economic viability of managing surplus effectively.
Company Shop Group’s commitment extends beyond their own campaign efforts; the company has launched “The Surplus Effect,” a year-long initiative aiming to showcase the transformative impacts of surplus redistribution. This campaign seeks to narrate the journey of surplus goods while also spotlighting the benefits to businesses, individuals, and the planet. This holistic approach echoes a communal ethos, reinforcing the notion that no surplus product should go to waste.
The partnership with Biffa plc, a leader in sustainable waste management since their acquisition in 2021, has further strengthened CSG's capabilities in tackling surplus. This collaboration is geared towards advancing circular economy practices within the food manufacturing and Fast-Moving Consumer Goods (FMCG) sectors, demonstrating a comprehensive strategy that addresses waste reduction alongside social responsibility.
Moreover, initiatives such as the partnership with the food surplus app Too Good To Go illustrate CSG's innovative strategies in combating waste. By offering ‘Magic Bags’ of products nearing their Best Before dates, they not only alleviate waste but also facilitate community support through the proceeds benefitting their social enterprise, Community Shop. This organisation plays a crucial role in empowering individuals through skill-building and providing access to essential goods, thereby strengthening the fabric of local communities.
Ultimately, Company Shop Group’s campaigns and initiatives reflect an evolving understanding of waste and surplus in our society. The emphasis on turning excess into opportunity not only aligns with pressing environmental objectives but also opens a pathway for retailers to rethink their practices—truly embodying the message: surplus is indeed “Wanted, Not Wasted.”
Reference Map
- Lead article
- Related developments and data
- Seasonal relevance of the campaign
- The Surplus Effect initiative
- Biffa acquisition context
- Partnership with Too Good To Go
- Overview of surplus solutions offered
Source: Noah Wire Services